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Instrumentos De Promoción De Los Vinos En Los Restaurantes De Alto Nivel / Instruments For Wine Promotion In High Level Restaurants

Author

Listed:
  • Gil Saura, I.

    () (Universidad de Valencia (España))

  • Berenguer Contrí, G.

    () (Universidad de Valencia (España))

  • Ruiz Molina, M.E.

    () (Universidad de Valencia (España))

Abstract

En los últimos años, la comercialización de vinos está adquiriendo un peso creciente en los establecimientos de restauración. El aumento en la complejidad de la oferta de vinos determina que la elección del consumidor esté condicionada por la oferta presente en la carta y por la influencia del personal de sala. El objetivo del presente trabajo es identificar y caracterizar los instrumentos relevantes de promoción de los vinos que utilizan los restaurantes, en función de la presencia de personal formado en vinos. Como resultado de un estudio realizado para una muestra de restaurantes de alto nivel, observamos que el contenido y el diseño de la carta de vinos se encuentran en granmedida condicionados por la presencia de sumiller, constituyéndose ambos en instrumentos básicos de promoción de los vinos en el restaurante. / In recent years, wine marketing is assuming an increasingly important role in restaurants.The growing complexity of the supply of wines determines that consumer choice is conditioned by wine labels included in the wine list and the influence of the waiter. The objective of this study is to identifya nd characterize the relevant instruments for wine promotion used by restaurants, depending on the presence of wine specialists on staff. As a result of a study conducted among a sample of upscale restaurants, we note that the content and design of the wine list is largely conditioned by the presence of a sommelier, being both basic tools for promoting wines in the restaurant.

Suggested Citation

  • Gil Saura, I. & Berenguer Contrí, G. & Ruiz Molina, M.E., 2009. "Instrumentos De Promoción De Los Vinos En Los Restaurantes De Alto Nivel / Instruments For Wine Promotion In High Level Restaurants," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 15(2), pages 63-76.
  • Handle: RePEc:idi:jiedee:v:15:y:2009:i:2:p:63-76
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    Keywords

    Promoción; Vino; Hostelería; Promotion; Wine; Hospitality;

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