Pricing Authenticity and Sustainability: Marketing Strategies of Urban and Rural Wineries in Emerging Wine Regions

The expansion of wine production in emerging economies has increased interest in how wineries create value and set prices in different spatial contexts. Drawing on marketing theory and spatial economics, this study examines pricing strategies among urban and rural wineries in China, South Africa, and selected Central and Eastern European wine regions. Using qualitative methods, including semi-structured interviews and a case study approach, the findings reveal distinct pricing approaches. Urban wineries primarily employ value-based pricing supported by experiential offerings, wine education, lifestyle positioning, and sustainability initiatives. Rural wineries rely more strongly on authenticity-based and cost plus pricing, emphasizing regional identity, cultural heritage, wine tourism, and environmental stewardship. Sustainable and green wine practices are emerging as an additional source of differentiation, though wineries face challenges communicating and monetizing their environmental investments. Across all cases, pricing is shaped more by consumer perceptions of authenticity, sustainability, and experiential value than by market power. The study contributes to understanding how spatial context and economic development jointly influence value creation and price positioning in the contemporary wine industry.