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18 WINES&VINES September 2017 WINE INDUSTRY NEWS R ohnert Park, Calif.—This summer, academics from around the world gath- ered at Sonoma State University (SSU) to present research on a vitally important part of the wine industry: selling the stuff. Ten years ago, researchers in management, economics and business from international uni- versities formed the Academy of Wine Business Research (AWBR), which has met each year at wine business schools including SSU. Next year the group will convene in Stellenbosch, South Africa. The conference at SSU in- cluded presentations about wine sales patterns, sustainability anal- ysis, risk management, wine tour- ism, case studies and statistical analysis of the effects of wine ratings. Larry Lockshin, head of the School of Marketing at the Uni- versity of South Australia Business School and outgoing president of AWBR, presented some early find- ings from a thesis project by Anne- Marie Azzurro at the University of South Australia on trying to deter- mine the factors influencing retail- ers' decisions to stock wines. The study is seeking to determine the importance of taste, value, variety, region, price, packaging and other factors for retailers. The qualitative study was based on interviews with buyers in Aus- tralia and is intended to help win- eries determine how to best position their brands to capture the influence of retail buyers. Lockshin said the Australian market is split between two large companies (Woolworth's and Wesfarmers) that account for about 60% of the market; the rest is covered by in- dependent retailers who can have multiple locations. Taste was the most important factor, with several retailers saying they had regular tasting panels in which they would compare a po- tential new product to what they were already carrying. "If it's not better, or it doesn't have a better deal or label or taste as good or better than what's selling, they won't put it on their shelf," Lock- shin said. After taste, the most important factors were price, availability of shelf space, label and packaging, supplier terms, variety, region, uniqueness, brand, if a competitor offers the wine, awards, wine- maker, exclusivity, vintage and winery size, in that order. For a lesser known winery in a not-yet-famous region, Lockshin said it may be a better bet to focus on building one's brand. —Andrew Adams Researching the Business of Wine Highlights Branding TTB LABEL APPROVALS Low per-label costs Gov't. Liaison Negotiations or Footwork Reasonable Hourly Rates TRADEMARK SEARCHES As Low as $185 Your trade names or designs are searched at the U.S. Patent Office to help establish valuable ownership or avoid costly legal liability. Over 100 years' total staff experience handling every government liaison need for industry. Phone or write for details. 200 N. Glebe Rd., Suite 321 Arlington, Virginia 22203 Phone: (703) 524-8200 Fax: 525-8451 TOLL-FREE 1-800-642-6564 Major Credit Cards Accepted www.trademarkinfo.com Since 1957 GovtLiaison_Dir08 11/29/07 2:00 PM Pag For your nearest dealer, contact: Quick and economical, this long-lasting dripline holder can be installed in seconds. The built-in saddle prevents water flow restriction. Available in 1/2" and 7/8" sizes. Patent No. 4,615,140 DRIPLOK™ Toll-Free: 877-552-4828 909-464-1373 • Fax: 909-464-1603 www.agfast.com WinVineDripLok AD.qxp_Layout 1 12/1/16 2:55 PM Taste Price Shelf space Label and packaging Supplier terms Variety Regionality Offers point of difference Brand Competitor stocks it Awards and medals Winemaker Exclusivity Vintage Winery size Source: Larry Lockshin/University of South Australia FACTORS RETAILERS CONSIDER FOR WINE STOCK