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Pricing Attributes of Wines from Emerging Suppliers on the British Columbia Market

Author

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  • Yoo, Veronica
  • Florkowski, Wojciech J.
  • Carew, Richard

Abstract

We examine British Columbia (BC) wine consumers’ valuation of wine imported from emerging suppliers (Argentina, Bulgaria, Chile, Croatia and Hungary) through the estimation of a hedonic price function. Retail sales data employed in this study comes from the BC Liquor Distribution Branch and covers weekly sales of table wine that was imported from all five countries into the province of British Columbia. The results indicate that the grape variety is an important factor influencing consumers’ willingness to pay. In particular, white and red wines from Chile are associated with larger price premia while wines from Argentina command a premium only among red wines. Wines from Bulgaria, Croatia and Hungary, although sold in large quantities in the BC market, are associated with significant price discounts compared to wines from New World suppliers.

Suggested Citation

  • Yoo, Veronica & Florkowski, Wojciech J. & Carew, Richard, 2011. "Pricing Attributes of Wines from Emerging Suppliers on the British Columbia Market," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103699, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea11:103699
    DOI: 10.22004/ag.econ.103699
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    Cited by:

    1. Bocart, Fabian Y.R.P. & Hafner, Christian M., 2015. "Fair Revaluation of Wine as an Investment," Journal of Wine Economics, Cambridge University Press, vol. 10(2), pages 190-203, November.
    2. Aleixandre, José Luis & Aleixandre-Tudó, José Luis & Bolaños-Pizarro, Máxima & Aleixandre-Benavent, Rafael, 2016. "Viticulture and oenology scientific research: The Old World versus the New World wine-producing countries," International Journal of Information Management, Elsevier, vol. 36(3), pages 389-396.

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