Purpose Research on wine tourism has traditionally emphasized onsite hospitality, regional branding and physical accessibility, while the role of digital readiness remains underexplored. This study aims to address that gap by developing a predictive framework that links wineries’ online features and geographic positioning to their tourism orientation in Ontario’s Niagara Region. By focusing on how digital readiness predicts tourism performance, the research contributes to the broader literature on digital marketing and the experience economy, moving beyond descriptive inventories of online presence toward a systematic understanding of digital performance and its capacity to offset spatial disadvantages in competitive wine tourism markets. Design/methodology/approach In total, 89 winery websites were audited across 66 features (July–August 2024; 91% coverage) to construct a Tourism Readiness Index (TRI) and a road network Proximity Index. Feature effects were estimated using predictive models, including bias-reduced Firth logistic regression and Random Forest (tenfold CV). Robustness was rigorously tested: univariate associations were adjusted using the Benjamini–Hochberg FDR correction, and index construction was validated against an alternative importance-weighted TRI (r = 0.94) and sensitivity analysis (Cohen’s κ = 0.43). Findings Experiential and transactional features are the strongest predictors of tourism readiness. Activity duration (RF importance 0.087) and winery photography (0.049) dominate model influence, with the Random Forest achieving AUC = 0.96. Firth logistic regression confirmed large effects (duration OR = 14.36; photos OR = 9.52; both p < 0.001) while resolving quasi-complete separation. All originally identified significant features retained significance after FDR correction (q < 0.05). Spatial proximity proved only conditionally influential; clustering revealed that digitally advanced but remote wineries perform on par with centrally located peers, confirming that digital execution can function as a substitute for location. Practical implications Results suggest a sequential “Digital Maturity Roadmap” for managers: first, secure foundational usability; second, invest in high-impact experiential cues (activity duration and professional imagery); and third, deploy transactional tools (booking and e-commerce). For policymakers, the TRI offers a noninvasive benchmark to identify regional capability gaps, while a federated booking platform is recommended to support smaller operators. Originality/value The study advances Digital Marketing and Experience Economy perspectives by demonstrating that value staging increasingly occurs online. Digital readiness is operationalized as a dynamic performance construct rather than a static feature inventory. A validated digital–spatial predictive framework (bias-reduced estimation, sensitivity checks and clustering triangulation) clarifies when digital investments substitute for locational advantage. The framework is transferable to experience-driven sectors such as museums, heritage sites and tourism destinations facing similar geography-digitalization tradeoffs.
Purpose This study aims to investigate how firm-level attributes (proxied as winery's "producing identity") translate into external market valuation (proxied as its "consuming identity"). It contributes to the debate on premium wine competitiveness by analyzing the moderating role of regional institutional environments and geographic fixed effects.Design/methodology/approach Using a unique data set of 150 wineries, this study examines how organizational resources (human capital, equipment) and strategic choices (grape sorting, vertical integration) affect key performance indicators. To evaluate these relationships across diverse metrics - including price, Vivino consumer ratings, perceived competitiveness and export performance - the authors use Logit, Tobit, negative binomial and OLS regressions.Findings Elements of firm strategy, specifically manual grape sorting and human capital, are robustly associated with premium pricing. However, significant country-of-origin discrepancies persist. For South African producers there is a pronounced unexplained discrepancy in pricing, rating and market access relative to their technical resources which appear comparable to those in Burgundy. New Zealand reports high self-perceived competitiveness but lacks top-tier "iconic" ratings.Research limitations/implications Limitations include the cross-sectional design, which precludes causal inference and the identification of specific transmission mechanisms. Furthermore, the study is constrained by a relatively modest sample size and the use of firm-level resource proxies that are often shared across multiple varietals in multi-product wineries.Practical implications Visible quality signals are strongly correlated with market recognition. To enhance the market valuation of emerging regions, the findings suggest that policymakers could benefit from addressing collective reputation building and the mitigation of distributional frictions, though these empirical implications remain tentative due to the associative framework.Originality/value This is a comparative study that links value-chain activities to market outcomes across old and new world Pinot noir producers, evaluating how firm-level resources interact with broader geographic categories.
Purpose Increasingly, gendered wine consumer research is moving beyond the male/female binary to consider the relevance of multiple intersecting consumer identities. Taking a discursive approach to the construction of identity, this study aims to add to work on gendered wine consumption by analysing an interview with a young female Kenyan wine consumer in which gender intersects with other identities. The authors also intend to add to the limited work on wine consumption that focuses on non-Western populations.Design/methodology/approach Considering research interviews to be the topic of research, rather than a resource for researching, this paper takes a discursive approach to the analysis of the interview-talk. More specifically, the authors use positioning theory to analyse the way in which identities are discursively constructed and positioned relative to each other and wider social discourses of gender and wine consumption.Findings Findings indicate that wine consumers' gendered identities go beyond a priori binary demographics based on biological sex to reveal a kaleidoscope of intersecting and paradoxical identities.Practical implications Marketers stand to benefit from moving beyond gender stereotypes by adopting research approaches that reveal how gender is shaped in real-life contexts. This can lead to more targeted, relevant messaging and stronger connections with diverse consumer segments.Originality/value The study highlights the importance of the intersection of gender with other identities. Furthermore, it gives an insight into wine consumer identity outside Western populations. It also advocates an interdisciplinary approach to analysis, combining discourse analysis with wine consumer research, so as to provide fresh insights.
Purpose - This study aims to assess the US beer consumers' perceptions of advocacy campaigns by brewers and their influence on consumption behavior and the differences in perceptions and behaviors based on consumers' values and political affiliation. Design/methodology/approach This study used a quasi-experimental research design. Respondents were shown images of different beer advertisements indicating support for a specific advocacy cause and were asked to indicate their perceptions and potential purchase behaviors. Findings The results of this study reveal significant insights into how political ideology and moral foundations influence consumer perceptions of brewery advocacy campaigns. The findings demonstrate clear partisan divides in support for various advocacy initiatives. Originality/value This study uses the context of craft brewery advocacy to assess how consumers' political disposition, values and moral foundations influence their consumption behavior.
Purpose This study aims to examine whether white wines face systematically tougher hurdles than red wines in elite wine rankings, focusing on Wine Spectator's Top 100 lists. Despite the growing role of white wines in US consumption, they remain markedly underrepresented in elite rankings. The study evaluates whether this reflects editorial discretion or upstream selection dynamics related to scoring and inclusion.Design/methodology/approach The analysis uses a complete panel of Top 100 lists from 1988 to 2025, matched with wine color, scores, prices, age and rank. White wine representation is compared to global production, US consumption and Wine Spectator's review universe. Descriptive comparisons assess selection-stage representation, while fractional, ordered and binary logit models examine rank placement and access to elite tiers (Top 50, Top 20 and Top 10). Price-quality regressions and time trends assess conditional valuation and stability.Findings White wines are sharply underrepresented across all benchmarks. From 2002 to 2021, their share trails global production by 23.9% points, US consumption by 32.7% points and the review universe by 11.3% points. Representation declines with ranking selectivity, from 25.2% in the Top 100 to 11.8 % in the Top 10. Conditional models show no evidence of disadvantage in rank placement once selected. However, white wines are underrepresented in the extreme upper tail of the score distribution and are priced 9.8 % lower than comparable red wines. No systematic time trend emerges.Research limitations/implications This study focuses on a single, highly influential ranking system. While Wine Spectator provides a uniquely long and consistent time series, the extent to which similar selection-stage dynamics operate in other expert systems remains an open question. In addition, the analysis cannot directly observe the cognitive processes underlying scoring and selection decisions. Future research could extend this framework to other rankings or use experimental designs to isolate evaluative mechanisms more directly.Practical implications For producers of high-quality white wines, underrepresentation in elite rankings should be interpreted as a structural feature of expert evaluation rather than a signal of inferior quality. Retailers and distributors relying heavily on red-dominant rankings may overlook growth-oriented categories aligned with contemporary demand. Editors and ranking institutions may also benefit from reassessing evaluative frameworks to ensure continued relevance as market conditions change.Social implications Elite expert rankings play an important role in shaping visibility and recognition in cultural markets. The findings suggest that representational imbalances can persist even in procedurally neutral systems when evaluation criteria are anchored to entrenched prototypes. This has broader implications for how expertise, prestige and diversity of styles are recognized, particularly as consumer preferences evolve across demographic groups.Originality/value This study provides a long-horizon, benchmark-based analysis that separates selection from treatment effects in expert wine rankings.
Purpose This study aims to examine how Generation Z tourists pursue authentic experiences in wine tourism in Vietnam, an emerging destination in the global wine market, using the experience economy framework and authenticity theory. Design/methodology/approach A qualitative approach was adopted, with semistructured interviews conducted with 28 Generation Z tourists at the RD Wine Castle in Lam Dong. Data were analyzed using thematic analysis. Findings Generation Z tourists construct authenticity through the interaction of immersive, educational and aesthetically engaging experiences, particularly when these are grounded in local cultural narratives and facilitate personal meaning-making. Authenticity emerges not as a fixed attribute, but as a co-created experiential perception shaped by emotional engagement and interpretive processes. Key themes include educational enrichment, aesthetic immersion, culturally embedded authenticity and existential self-expression. Research limitations/implications As a qualitative single-case study, the findings are analytically transferable rather than statistically generalizable, suggesting the need for comparative and mixed-method research. Practical implications The results inform wine tourism providers on designing authenticity-oriented experiences aligned with Generation Z’s expectations. Originality/value This study extends experience economy and authenticity perspectives to an emerging wine tourism destination, offering insights into Generation Z’s experiential evaluations beyond traditional wine regions.
Purpose This study examines the influence of country-of-origin (COO) and producer origin on consumer preferences. In today’s globalised markets, many products cannot be attributed to a single country, creating discrepancies between COO and producer nationality. This study aims to assess the main effects of COO and producer origin on preferences, examine their interaction effects and explore how consumers’ subjective and objective knowledge moderate these relationships. Design/methodology/approach Data were collected through a conjoint survey of 420 Japanese respondents in August 2024 and analysed using ordered multinomial logistic regression. Findings Both COO and producer origin positively influence consumer preferences. Preference increases when COO and producer nationality differ. Moreover, consumer knowledge moderates these effects, with subjective and objective knowledge influencing their strength. Originality/value This study extends prior work by examining COO–producer interaction effects with consumer knowledge in a conjoint setting. As COO–producer discrepancies become increasingly common, the findings offer practical implications beyond the wine market, extending to other product categories.
Purpose This study aims to develop and empirically test a framework for user-centric customization of Tour and Activity (TA) detail pages – key interfaces for promoting winery TA offers as integrated tourism products and critical determinants of customer satisfaction and, ultimately, a booking conversion within the direct-to-customer (D2C) business model. Design/methodology/approach A “spanning the space of properties” method was used to extract features from a diverse, multisourced sample of TA detail pages. Following refinement, 37 features were retained and evaluated through a Kano questionnaire by 38 Greek participants. By integrating the Kano model with its Better–Worse extension and sensitivity-to-improvement mapping, features were categorized and prioritized based on their impact on customer satisfaction. Findings Customer preferences toward TA detail page features varied considerably. Beyond the obvious Must-be, such as price, duration and starting time, a subset of features with high sensitivity to improvement was identified: multiple TA options, clear inclusions/exclusions, cancellation policies, all payment methods, booking modification, discounts, accessibility and opening schedules. Categorized as one-dimensional, they had a strong proportional impact on customer satisfaction. A second subset showed moderate influence, requiring progressive implementation, while a third subset exhibited minimal/negative impact, necessitating redesign or removal. Practical implications Provides industry professionals with a structured tool that supports decision-making related to user experience improvements and guides digital development resource allocation. Originality/value The study proposes a novel and transferable framework for customizing TA detail pages by integrating a design-driven exploratory method with the Kano model, extended through the Better–Worse approach and sensitivity-to-improvement mapping. It advances research on digital transformation in wine tourism by conceptualizing a more user-centered design of winery TA offers.
Purpose This study aims to examine whether sub-American Viticultural Area (sub-AVA) designations in Oregon’s Willamette Valley function as durable, co-created identity signals that generate sustained market value. It evaluates whether sub-AVAs yield higher price-to-quality ratios than the broader Willamette Valley AVA, whether these effects persist over time and whether they differ across quality tiers. Design/methodology/approach The analysis uses a longitudinal data set of 2,128 Pinot Noir wines evaluated by Wine Spectator, combining recent data (2018–2024) with historical evaluations (1984–2008). Real prices are CPI-adjusted, and the dependent variable is the log price-to-score ratio. Robust regressions are estimated separately for wines rated below 90 points and those rated 90 points or higher, with interaction terms capturing temporal dynamics. Findings Sub-AVA designation is associated with significantly higher price-to-quality ratios. The penalty for lacking sub-AVA status is strongest among wines rated below 90 points and increases over time. For higher-rated wines, the penalty is smaller but grows longitudinally. Single-vineyard designation further amplifies these advantages, indicating sustained market validation rather than short-term labeling effects. Research limitations/implications The study relies on Wine Spectator evaluations and focuses on Pinot Noir from Oregon’s Willamette Valley, limiting generalizability. Future research could incorporate alternative ratings, consumer data or quasi-experimental designs. Practical implications Sub-AVA designation should be viewed as a long-term strategic investment. Benefits are strongest where quality uncertainty is highest, while excessive segmentation risks diluting informational value. Social implications The results show how institutionalized geographical identities reduce information asymmetry and reinforce regional reputations, particularly in non-premium segments. Originality/value The study provides rare long-run evidence that sub-AVAs act as governance-backed identity signals whose economic value strengthens over time, contributing to research on geographical indications and value co-creation in Pinot Noir markets.
PurposeIn the agri-food sector, a winery website remains an essential digital tool for marketing strategies and customer engagement. This study aims to analyse the communication strategies adopted by Etna DOC wineries on their websites, focusing on how they present their products and business and connect with their cultural and geographical roots.Design/methodology/approachA content analysis was conducted on a sample of 59 winery websites using NVivo software, focusing on word frequency, co-occurrence and thematic correlation.FindingsThe results show that the websites of Etna's wineries emphasise themes such as tradition, territorial identity and family heritage, highlighting the connection with Etna's volcanic landscape and the history of local viticulture. Innovation, sustainability and sensory or organoleptic characteristics, although important for modern wine marketing, were less emphasised.Research limitations/implicationsThe present study has some limitations. The first is that we conducted a case study and the results refer to the Etna DOC area and are not generalisable. The main limitation is that the analysis was conducted only on the Etna DOC wineries' websites, without considering other digital communication channels such as social media or e-commerce platforms. This limits the scope of the analysis as it does not take into account the full range of online marketing strategies adopted by the wineries, which may use different tools to promote their brand. Furthermore, social platforms not only promote brands, but also provide valuable consumer data which are becoming increasingly important in determining effective communication strategies. As the study does not focus on the correlation between communication strategies and economic performance, the impact of the communication strategy used in the "online world" on wineries' performance and brand awareness cannot be assessed.Practical implicationsThese findings can help wineries refine their digital strategies to improve brand positioning and can also guide future research on the effectiveness of online communication in the wine sector. Future research should focus on the impact of communication strategies on wineries' business and explore how innovation and tradition can be reconciled in digital wine marketing.Social implicationsThe results of this study have implications for winery owners, marketers and policymakers in the wine industry. By emphasising territorial identity and historical heritage in the communication strategies of Etna DOC wineries, the study highlights the need for a more balanced approach that integrates innovation, sustainability and winemaking techniques.Originality/valueThis study offers insights into the narrative employed by Etna wineries to enhance information dissemination via their websites. Using a content analysis tool to clearly identify the main direction of communication enables a more in-depth investigation. The results contribute to the literature on marketing communication in the wine industry and offer practical guidance for wineries seeking to strengthen their online presence.
PurposeThis paper aims to investigate how large-scale, online wine reviews from Vivino contribute to understanding sensory descriptors, consumer behaviour and linguistic trends in wine markets. Specifically, it analyses how novices evolve their tasting vocabulary through digital prompting and explores regional flavour dynamics not captured by traditional expert reviews.Design/methodology/approachUsing 60 million user-generated Vivino wine reviews over a decade the analysis used descriptive statistics, network analysis and structural topic modelling to examine trends. The impact of Vivino 2019s standardized flavour prompts on reviewer's descriptive language is evaluated in a regression framework.FindingsResults demonstrate that large-scale online reviews reveal dynamic trends in wine flavour preferences and regional reputations. Regression analysis shows that Vivino's flavour prompts significantly accelerated the shift from novice ("Pleb") to expert ("Pro") vocabulary, with engaged reviewers adopting flavour descriptors at more than three times their baseline rate.Practical implicationsWine producers, retailers and online platforms can leverage insights from large-scale textual data to refine marketing strategies, identify emerging consumer trends and improve consumer engagement through targeted linguistic interventions.Originality/valueThis research offers a novel approach by using computational linguistic methods at an unprecedented scale. It highlights how consumer-driven digital data can effectively complement and potentially substitute for, traditional expert evaluations. In doing so, these alternative datasets can provide unique insights into the global wine market.
PurposeThis paper investigates how Greek wineries' strategic alignment with the 2009 national branding strategy correlates with their export success. It aims to identify distinct strategic profiles and determine which differentiation strategies are associated with superior performance in international markets.Design/methodology/approachUsing survey data from 132 Greek wineries, a two-stage cluster analysis was used to segment wineries into five distinct strategic profiles based on key organizational and marketing dimensions. The robustness and stability of the resulting typology were verified through a series of statistical validation tests.FindingsThe analysis reveals a positive association between strategic alignment with the "on-brand" national strategy and export intensity. The most successful exporters are "Quality-Driven Organic" firms that fully embrace the strategy's tenets. However, the findings also uncover multiple, complex pathways to success, including scaled-up producers of local varieties and conventional producers of international varieties.Research limitations/implicationsThis study is cross-sectional and limited to Greece. Future research could use longitudinal data to compare findings with other "Old World" regions. Qualitative work could further explore managerial decision-making and other unmeasured capabilities that contribute to success.Practical implicationsThe identified winery profiles serve as a strategic roadmap. The findings provide guidance for managers on how to configure their resources, whether focusing on premium organic production or scaled-up local authenticity, to achieve international success.Originality/valueTo the best of the authors' knowledge, this paper provides the first empirical test of how firm-level alignment with a national branding strategy correlates with export performance. By identifying distinct strategic profiles, it offers a granular, data-driven assessment that moves beyond macrolevel analysis to provide actionable insights for both wineries and policymakers.
Purpose GMO labeling is mandatory for many food products in the USA; however, alcoholic beverages are exempt from these regulations. As a result, some wine producers voluntarily adopt GMO-related labels as a differentiation strategy, yet the effects of such labeling on consumer behavior remain unclear. This study aims to examine how GMO and non-GMO wine labels influence consumer purchasing decisions.Design/methodology/approachAn online discrete choice experiment was conducted with 1,306 participants to evaluate consumers' willingness to buy wines under alternative labeling scenarios, allowing identification of both direct labeling effects and order-dependent responses.FindingsThe results reveal two main findings. First, GMO labels significantly reduce consumer demand for wine relative to unlabeled products, whereas non-GMO labels do not affect initial purchase likelihood. Second, exposure to non-GMO labels prior to unlabeled options reduces the willingness to buy of unlabeled wines by 8.5%, suggesting a stigmatization effect associated with voluntary labeling.Originality/valueThis study provides novel evidence on the effects of GMO-related labeling in the wine market, a product category largely excluded from mandatory labeling regulations. By identifying a stigmatization effect associated with voluntary non-GMO labeling, the findings offer policy-relevant insights into discussions surrounding the potential extension of GMO labeling requirements to alcoholic beverages.
PurposeStudies of wine choice in real or simulated retail environments typically assume that consumers are utility-maximizing individuals. However, choosing a bottle of wine from crowded shelves can be challenging and inherently risky. Describing consumers who use risk-reduction strategies as regret minimizers rather than utility maximizers is more in line with consumer psychology. Against this background, this study aims to introduce regret minimization as an alternative decision rule to explain wine purchase behavior.Design/methodology/approachThis study evaluates the prevalence of decision-making rules - specifically, utility maximization and regret minimization - for regular wine buyers across different markets and consumer segments. Data from choice experiments conducted in a traditional wine market (Austria) and a non-traditional one (China) were analyzed using a hybrid random regret minimization-random utility maximization (RRM-RUM) model that links personal characteristics (wine knowledge, involvement and attitude toward price) with the probability of using regret- or utility-based decision rules.FindingsThe results indicate a high probability of regret-based decision-making among wine buyers in both countries, highlighting the need to account for diverse decision-making rules in future research. Notably, less knowledgeable and less involved wine buyers in both countries were more likely to use regret-based decision rules. These buyers relied on easily accessible cues and used risk reduction strategies by focusing on price-quality associations in Austria or reputation-signaling attributes in China. The managerial implications derived from the regret- and utility-based models differed considerably, highlighting the importance of considering both behavioral decision rules when tailoring wines and retail strategies.Originality/valueTo the best of the authors' knowledge, this is the first application of a mixed random utility-random regret model to wine choice, and the first assessment of the generalizability of decision rules across countries.
PurposeThis study aims to characterize the socio-technical agencing in the craft beer market based on its practices that construct market differentiation.Design/methodology/approachThis is a multiple-case study involving nine craft breweries; the data were collected through in-depth interviews and analyzed using content analysis techniques and nonparticipant observation.FindingsFour guiding classes of craft beer practices were identified: i) inputs and quality (high value and cost); ii) marketing channels (points of sale and website); iii) types of events and public that frequents them; iv) harmonization and representation of beer with food (sensory issues). These classes group 19 craft practices, and the results demonstrate the heterogeneity of their diffusion among market actors; however, a direct intention of the actors is perceived in agencing practices that construct differentiation of the craft beer market in relation to the mass-produced market.Originality/valueThis study is valuable in describing the multiplicity in the agencing of craft and the socio-technical nonhomogeneity in the craft beer market. In addition, the study is original in identifying craft practices and their roles in the socio-technical agencing of the craft beer market.
PurposeThis paper aims to investigate the relationship between expert and consumer wine ratings and their association with wine prices. Using a unique longitudinal data set of an informal wine club, it explores whether these two forms of evaluation align or diverge and how each group perceived wine quality via price premiums.Design/methodology/approachThe analysis, spanning 1987-2024, is based on 693 paired ratings from two distinct sources: expert evaluations as published in Platter's South African Wine Guide, and consumer evaluations from an informal but experienced private South African wine club. Agreement between these two rating sources is tested using Cohen's weighted kappa statistic. A Bayesian regression model is used to assess how each rating source relates to real (consumer price index-deflated) retail wine prices.FindingsAlthough the expert and wine club scores show very low agreement, both independently predict wine prices. Expert ratings have a stronger effect, but consumer ratings also show significant predictive power. This relationship hold across both red and white wines.Practical implicationsWine producers and marketers can benefit from displaying both expert and consumer scores, as each appeals to different segments of the market. The data set also underscores the value of long-term consumer panels in understanding price sensitivity.Originality/valueThis study presents a novel data set that enables the examination of nearly four decades of matched expert and enthusiast wine evaluations in South Africa. It demonstrates how different evaluative perspectives coexist in shaping price premiums, even in the face of diverging views on quality.
PurposeConsumer behaviour has changed dramatically with the digital revolution, especially in the alcoholic beverage industry, in which the online alcohol purchase (OAP) platforms become very popular. This study aims to examine the app-based antecedents (smartphone satisfaction, app usefulness and app aesthetics) on continuance intention, with the impact of harmonious and obsessive passion and the mediating role of satisfaction and habit in this relationship.Design/methodology/approachThe investigation integrates the dual theory of passion and continuity theory. Data were collected from an online survey of 351 OAP users in West Bengal and Odisha, India. Structural equation modelling was used to test relationships among passion, satisfaction, habit and app-based factors.FindingsHarmonious passion positively relates to users' attitudes towards OAP platforms, while obsessive passion has no significant effect. Continuance intention is driven through satisfaction and habit, which mediate. User satisfaction is significantly predicted by the website's security and interactivity; however, customisation and social factors do not directly have any impact.Research limitations/implicationsBusinesses should create genuine user interest and enjoyment and seamless and satisfying experiences. In addition, they must invest into good security and extendable capabilities. These plans are able to make users more satisfied, make them want to use the app as a habit and foster long term loyalty.Originality/valueThe study examines the relationship between passion, satisfaction, habit and app-related variables in online alcohol purchase. It adds to the existing body of literature on e-commerce and consumer behaviour as well as gives a macro picture of the effect OAP platforms have on user involvement and retention.
PurposeThis study aims to develop a nuanced understanding of wine festival attendees in South Africa by segmenting visitors based on their motivations, perceived contributions to the festival, behavioural intentions and self-assessed wine knowledge.Design/methodology/approachAn a posteriori segmentation approach was applied using factor and cluster analysis on data collected from 144 fully completed questionnaires during a South African wine festival in 2024. The questionnaire incorporated socio-demographic, psychographic and behavioural measures grounded in the literature on wine tourism and consumer behaviour.FindingsFour distinct segments emerged: Cultural experience seekers, Wine expertise seekers, Casual leisure seekers and Social entertainment seekers. Segments varied significantly in wine knowledge, spending, loyalty and motivations. Subjective knowledge and identity alignment played key roles in differentiating behaviours and expectations.Practical implicationsFindings offer actionable insights for festival organisers and destination marketers to tailor experiences, educational content and marketing strategies to diverse visitor segments. Integrating wine knowledge, terroir and local culture can enhance engagement and loyalty.Originality/valueThis study contributes to the wine tourism literature by offering a context-sensitive, multidimensional segmentation model that reflects the evolving complexity of wine festival audiences in the Global South.
