This qualitative paper investigates the creation of family heritage of New World vineyards analysing three wineries from North East Victoria in Australia. Victorian wine regions are relatively new compared to Old World wine regions of Europe however some vineyards actively promote themselves as having strong heritage links to the wine industry through family history. This type of promotion creates a powerful image of a long family history associated with wine making even though the vineyard may be relatively new. Although many clusters of themes based around family heritage were evident, the simple use of this term in marketing campaigns to legitimise the winery is explored. This paper argues that New World wineries using family heritage is a useful marketing technique that adds to the overall legitimate status of an individual winery’s brand and potential future wine sales. This article contributes to emerging research of New World wineries using family heritage as a recognised marketing technique that Old World wineries have been using for centuries.
This is an accepted version of an article published in the International Journal of Wine Business Research, 25(2): 125-137, 2013. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. A definitive version can be viewed at http://dx.doi.org/10.1108/IJWBR-2012-0009 (Please note: access via this link may only be available with a subscription.)
Copyright (2012) Emerald Group Publishing.
International Journal of Wine Business Research, 25(2): 125-137