THE RELIABILITY AND THE MARKETING ROLE OF WINE AWARDS

HARSÁNYI DÁVID – ILYÉSNÉ MOLNÁR EMESE – ZARÁNDNÉ VÁMOSI KORNÉLIA

Keywords: Keywords: wine judging, medal, wine marketing JEL-codes: Q13, Q14, Q16

Teljes cikk
It is becoming more difficult for consumers to find their way around when choosing wine. A good result at a wine competition can be a means of differentiation and authentication, so it is worth for wineries considering entering such events. The aim of the study is to examine the reliability and significance of wine competitions from a marketing point of view, as well as the aspects of judging that may be important for consumers and producers. In addition to the literature, the study is based on the evaluation scores from two years of the Winelovers Wine Awards. In 2022, more than 600 wines were evaluated by 58 judges, while in 2023, 65 judges assessed more than 800 entries. The data was analyzed using statistical tools, in addition to descriptive statistical indicators, we also examined the effects of factors presumably influencing the scores by using indicators of stochastic relationships. The analysis shows that the jury members evaluated reliably at the competition, and there is no difference between the performances of the different types of judges (experts, merchants, winemakers). However, each type of wine scored differently in the competition, sweet wines showed the greatest variance in terms of scores. Consumers should consider the results of (famous) wine competitions when making their purchasing decisions. Participation in these competitions is also useful for producers, as they can receive expert feedback on their products and use the results in their communication.
DOI: https://doi.org/10.53079/GAZDALKODAS.69.4.t.pp_286-300