Wine packaging and labelling - do they impact market price? A hedonic price analysis of US scanner data
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(Published version)
Date
2010
Authors
Mueller, S.
Szolnoki, G.
Editors
Brodie, R.
Lewis, N.
Lewis, N.
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Conference paper
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AWBR 2010 5th international conference of the Academy of Wine Business Research, 2010 / Brodie, R., Lewis, N. (ed./s), pp.1-7
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5th International Conference of the Academy of Wine Business Research (8 Feb 2010 - 10 Feb 2010 : Auckland, New Zealand)
Abstract
Despite previous research has confirmed that wine packaging and labelling influence sensory wine evaluation, product associations and consumer choice, it is still unknown if they have an impact on the market price of wine. We report results from a hedonic price analysis of red wine scanner data from two US markets. While region of origin has the strongest impact on market price we also find significant price premiums and discounts for different label styles, label colours, bottle forms, closures and the presence or absence of front label information. Our findings give marketers valuable strategic insights on how to package and label wines to match consumer expectations for different price tiers.
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Copyright 2010 The Authors