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—Wine Journalism—Marketing or Consumers' Guide?

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  • Øyvind Horverak

    ()
    (The Norwegian Institute for Alcohol and Drug Research, 0105 Oslo, Norway)

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    Abstract

    This article explores some aspects of wine journalism in Norwegian newspapers. Two issues are discussed: First, are wine sales influenced by wine journalists' reviews? Second, do experts agree on what makes a good wine buy? The results show that wine sales are indeed significantly influenced by the judgements of wine critics; a 10% rise in newspapers' scores in Norway was accompanied by an average increase of 16%–18% in sales figures for table wines. The effect of wine reviews varied somewhat from newspaper to newspaper. It proved difficult to establish criteria for a good wine buy that are objective and independent of the person making the judgement. The journalists gave no unanimous recommendation of good wine buys to the consumers; the same wine could get good reviews in some papers and might well receive run-of-the-mill reviews in others. However, a majority of the reviewers seemed to agree in the ranking of most of the wines, even if the absolute value of the scores differed.

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    File URL: http://dx.doi.org/10.1287/mksc.1090.0489
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    Bibliographic Info

    Article provided by INFORMS in its journal Marketing Science.

    Volume (Year): 28 (2009)
    Issue (Month): 3 (05-06)
    Pages: 573-579

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    Handle: RePEc:inm:ormksc:v:28:y:2009:i:3:p:573-579

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    Keywords: advertising; entertainment marketing; media;

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