Wine origin and organic elaboration, differentiating strategies in traditional producing countries

Abstract

PurposeThis article aims to analyse various wine differentiation strategies (price, origin, type and production system) to counteract the commercial success of new wine producers compared to traditional ones.Design/methodology/approachThe methodology consisted of a survey of 400 Castilla‐La Mancha wine consumers during the month of March 2004, whose preferences were determined through several multivariate techniques.FindingsThree consumer segments were identified: the first shops for wine mainly by price, the second, by origin and the third, by a combination of price and type of wine. In this sense, except for the first segment, where competition by a cheaper wine from other places could endanger the local market, possible strategies would be to continue emphasising origin in a traditional approach and to search for a new wine differentiation based on organic production. Both strategies, which can be carried out jointly, would require government backing in addition to support from the business sector.Originality/valueThis paper contributes to a greater knowledge of Spanish consumer habits by analysing the degree of influence that various factors have on attitudes towards the purchasing of wine.