Exploring Entrepreneurial Marketing Efforts Of New Mexico Winemakers

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site: https://library.appstate.edu/

Abstract: New Mexico (NM) accounts for just 0.068% of the annual U.S. wine production (ATTTB report, 2011) but the southwestern state’s folklore boasts the oldest winemaking history in the country. NM currently grows 127 varieties of grapes, produces over 700, 000 gallons of wine per year, and is home to approximately 42 wineries and tasting rooms (NM Wine Growers Association, 2012). Majority of NM wineries are small scale operations often founded by individual winemakers who face unique challenges. Although there is considerable coverage in the extant wine marketing literature about the wine business per se, there is limited research from the winemakers’ perspectives. In particular, scholars have called for further research on smaller wineries to understand the producer’s side of the business (Beverland, 2000; Richardson, 2004). Also, given the entrepreneurial nature of winemaking and the extensive marketing efforts undertaken to establish the uniqueness of wineries and wine labels, there is little knowledge about winemakers’ entrepreneurial marketing (EM) efforts. The aim of this paper is therefore to explore the EM dimensions of NM winemakers.

Additional Information

Albinsson P.A., Chaudhury S.R., Moench V. (2016) Exploring Entrepreneurial Marketing Efforts of New Mexico Winemakers. In: Plangger K. (eds) Thriving in a New World Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Publisher version of record available at: https://link.springer.com/chapter/10.1007/978-3-319-24148-7_117
Language: English
Date: 2015
Customer Interaction, Fruit Flavoring, Personal Philosophy, Small Scale Operation, Creative Insight

Email this document to