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Journal of Food Products Marketing Volume 12, 2006 - Issue 3
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Original Articles

Building Strategic Partnerships in Wine Marketing

Implications for Wine Distribution

Elizabeth C. Thach Management and Wine Business, School of Business and Economics, Sonoma State University, 1801 E. Cotati Avenue, Rohnert Park, CA, 94928, USA
&
Janeen Olsen Marketing and Wine Business, School of Business and Economics, Sonoma State University, 801 E. Cotati Avenue, Rohnert Park, CA, 94928, USA
Pages 71-86 | Published online: 08 Sep 2008
 
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Abstract

This study examines the relationship between U.S. wine distributors and wineries. Specifically, it identifies the factors distributors believe contribute to successful winery-distributor relationships. Web-based survey research was conducted with 81 usable responses received. Results indicate that wine quality, dependability of the producer, price, and personal relationship between the winery and distributor are the most important factors in determining whether a distributor will carry a specific wine in their sales portfolio.

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