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Marketing Wine on the Web

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  • Stricker, Susanne
  • Mueller, Rolf A.E.
  • Sumner, Daniel A.

Abstract

E-commerce is penetrating agriculture, particularly for selling products directly to consumers. The wine industry is a case in point. The industry has long-term experience in direct marketing. Many wineries welcome patrons at their premises for wine tasting and for selling wine to them. Moreover, where the practice is allowed, shipping wine directly to consumers without the assistance of trade intermediaries is a significant sales channel. E-commerce was adopted early in the wine industries of wired high-income countries and the wine industry provides an opportunity for studying the adoption, use, and impact of e-commerce. Moreover, because e-commerce has not spread evenly through all branches of agriculture, lessons learned from the wine industry may provide useful insights for entrepreneurs and policy makers concerned with sections of agriculture or the food industry where e-commerce adoption lags behind. The specific objectives of the dissertation research project which we report here therefore were: (1) to assess the extent of e-commerce diffusion in the wine industries of Australia, California, Germany; (2) to identify e-commerce practices used by wineries for marketing wine; (3) to explain differences in wineries' e-commerce practices, and (4) to derive insights and implications for sections of agriculture that lag behind in ecommerce adoption.
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Suggested Citation

  • Stricker, Susanne & Mueller, Rolf A.E. & Sumner, Daniel A., 2007. "Marketing Wine on the Web," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 22(01), pages 1-4.
  • Handle: RePEc:ags:aaeach:94462
    DOI: 10.22004/ag.econ.94462
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    References listed on IDEAS

    as
    1. Jeffrey Williams, 2001. "E-Commerce and the Lessons from Nineteenth Century Exchanges," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(5), pages 1250-1257.
    2. Dahlman, Carl J, 1979. "The Problem of Externality," Journal of Law and Economics, University of Chicago Press, vol. 22(1), pages 141-162, April.
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    1. Domingo Fernández-Uclés & Saida Elfkih & Adoración Mozas-Moral & Enrique Bernal-Jurado & Miguel Jesús Medina-Viruel & Saker Ben Abdallah, 2020. "Economic Efficiency in the Tunisian Olive Oil Sector," Agriculture, MDPI, vol. 10(9), pages 1-13, September.
    2. Bernal-Jurado, Enrique & Mozas-Moral, Adoración & Fernández-Uclés, Domingo & Medina-Viruel, Miguel Jesús, 2021. "Online popularity as a development factor for cooperatives in the winegrowing sector," Journal of Business Research, Elsevier, vol. 123(C), pages 79-85.
    3. Mann, Stefan & Stefan, Petrica, 2018. "Wine Farms between Specialisation and Diversification – Empirical Insights from Switzerland and Romania," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 67(3), September.
    4. Ferreira, Gustavo F.C. & Ferreira, Joao P.C., 2012. "The Virginia Wineries’ Websites: An Evaluation," 2013 Annual Meeting, February 2-5, 2013, Orlando, Florida 142795, Southern Agricultural Economics Association.
    5. Jimena Andrieu & Domingo Fernández-Uclés & Adoración Mozas-Moral & Enrique Bernal-Jurado, 2021. "Popularity in Social Networks. The Case of Argentine Beekeeping Production Entities," Agriculture, MDPI, vol. 11(8), pages 1-12, July.

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