The Balancing Act between Regionality and American Viticultural Areas (AVAs)

Abstract

This paper explored and provides a literature meta-analysis of the relationship between American Viticultural Areas (AVAs), and their concurrent geopolitical regions (counties). The ever-increasing number of AVAs results is a fragmented offering in terms of the place-of-origin marketing strategy to consumers and is not desirable, especially when the AVA is not represented along with a regional context. Most AVAs have very weak regional brand strength when compared with that of their corresponding counties. The industry bias toward marketing unknown appellations could therefore be enhanced by reference to strong, value-laden regional images. The nature and strength of these regional brand images should be determined through directed research efforts first.

Additional information

Notes on contributors

Ray Johnson

Ray Johnson, Santa Rosa Junior College, Agriculture Natural Resources Department, 1501 Mendocino Avenue, Santa Rosa, CA 95472, USA (Email: [email protected]).

Johan Bruwer

Johan Bruwer, The University of Adelaide, School of Agriculture, Food and Wine, Waite Campus, PMB 1, Glen Osmond, SA 5064, Australia (E-mail: [email protected]).