A votre sante - conceptualizing the AO typology for luxury wine and spirits

• Purpose - The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine. Design/methodology/approach - This paper is conceptual in nature. The authors adapt Berthon et al.'s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments. Findings - The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers. Practical implications - The AO framework for luxury wines and spirits is beneficial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker's marketing mix that could enhance their competitive position today and in the future. Originality/ value - This is the first paper examining icewine in the context of luxury marketing.

Ämnesord

LANTBRUKSVETENSKAPER  -- Annan lantbruksvetenskap -- Övrig annan lantbruksvetenskap (hsv//swe)

AGRICULTURAL SCIENCES  -- Other Agricultural Sciences -- Other Agricultural Sciences not elsewhere specified (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

China

Conceptual/theoretical

Brand management

Canada

Alcoholic drinks

Not applicable

Marketing mix

Wines and spirits

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)