WINE 7009 - Wine Branding

North Terrace Campus - Trimester 3 - 2022

This course will introduce students to wine marketing knowledge in the context of wine branding. Key topics covered include the concept of mental availability and its application for the development of distinctive assets, understanding consumer behaviour models and applying them to the key principles which allow wine brands to grow, the similarities and differences of launching wine brands in established and emerging markets, as well as the key criteria required to develop a successful branding strategy for a wine business.

  • General Course Information
    Course Details
    Course Code WINE 7009
    Course Wine Branding
    Coordinating Unit Adelaide Business School
    Term Trimester 3
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites WINE 7001, WINE 7001 or WINE 7001UAC
    Course Description This course will introduce students to wine marketing knowledge in the context of wine branding. Key topics covered include the concept of mental availability and its application for the development of distinctive assets, understanding consumer behaviour models and applying them to the key principles which allow wine brands to grow, the similarities and differences of launching wine brands in established and emerging markets, as well as the key criteria required to develop a successful branding strategy for a wine business.
    Course Staff

    Course Coordinator: Dr Armando Corsi

    Dr. Armando Maria Corsi is an Associate Professor in Wine Business at the University of Adelaide. His key area of research is the analysis of consumer behaviour, particularly towards wine and other premium foods and beverages. Dr. Corsi has been chief investigator of some major projects funded by Wine Australia examining the effects of non-price promotions in store, tracking the ever-changing Chinese wine market, improving the techniques to describe wines to Asian consumers, and exploring the most effective ways to teach them about wine. More recently, Dr. Corsi completed another two projects about the perceptions of Australian wines and its key competitors by trade, key influencers and suppliers in the US and the UK. Member of the Editorial Board of Food Quality & Preference, the International Journal of Market Research, Wine and Viticulture Journal, and Economia e Diritto Agroalimentare. Armando is author of more than 70 refereed papers, book chapters and trade articles on food and wine marketing.
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    The Course Learning Objectives for Wine Branding (Wine 7009) are:

    CLO1) Critically review the acquired wine marketing knowledge in the context of wine branding.

    CLO2) Explain the concept of mental availability and its application for the development of distinctive assets.

    CLO3) Examine the consumer behaviour mdoels and apply the key principles, which allow wine brands to grow.

    CLO4) Assess and differentiate the similarities and differences of launching wine brands in established and emerging markets.

    CLO5) Work effectively in a group to propose a potentially successful branding stratefy for a wine company.

    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2, 3

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2, 4

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.


    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.


    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.


    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

  • Learning Resources
    Recommended Resources
    Students have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.

    Suggested reference Text:

    Keller, K. L., and Swaminathan, V. (2019), ‘Strategic Brand Management: Building, Measuring, and Managing Brand Equity”, 5th Edn, Pearson Education.


    Week 1
    • Lockshin, L., Rasmussen, M., & Cleary, F. (2000). The nature and roles of a wine brand. Australia and New Zealand Wine Industry Journal, 15(4), 17-24.
    • Lockshin, L. (2013). Let’s make one thing clear: Branding, Wine Business Monthly, July, 33-46.

    Week 2
    • Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective. European Journal of Marketing, 44(11/12), 1763-1786.
    • Keller, K. L., & Lehmann, D. R. (2003). How do brands create value?. Marketing management, 12(3), 26-26.
    • Mora, P. (2016). Wine Positioning. Cham: Springer International Publishing.

    Week 3
    • Corsi, A. M., & Remaud, H. (2020). How wine is really purchased? A systematic multi-country, multi-panel analysis. Current Opinion in Food Science, 33, 78-84.
    • Ehrenberg, A. S. C., Uncles, M. D., & Goodhardt, G. (2004). Understanding Brand Performance: Using Dirichlet Benchmarks, Journal of Business Research, 57(12), 1307-1325.
    • Jarvis, W., & Goodman, S. (2005). Effective Marketing of Small Brands: Niche Positioning, Attribute Loyalty and Direct Marketing. Journal of Product & Brand Management, 14(5), 292-299.
    • Rungie, C., & Goodhardt, G. (2004). Research Note: Calculation of Theoretical Brand Performance Measures from the Parameters of the Dirichlet Model. Marketing Bulletin, 15(2), 1-19.
    • Uncles, M., & Lee, D. (2006). Brand purchasing by older consumers: An investigation using the Juster scale and the Dirichlet model. Marketing Letters, 17(1), 17-29.
    • Uncles, M., Ehrenberg, A. S. C., & Hammond, K. (1995). Patterns of Buyer Behaviour: Regularities, Models and Extensions, Marketing Science, 14(3), 71-78.

    Week 4
    • Bruwer, J., Li, E., & Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of wine research, 13(3), 217-242.
    • Campbell, G., & Guibert, N. (2006). Old World strategies against New World competition in a globalising wine industry. British Food Journal, 108(4), 233-242.
    • Cohen, J., & Tataru, D. (2011, June). The structure of the French retail wine market: a duplication of purchase approach. In 6th AWBR International Conference. France: Bordeaux Management School.
    • Dawes, J. G. (2016). Testing the robustness of brand partitions identified from purchase duplication analysis. Journal of Marketing Management, 32(7), 695-715.
    • Lockshin, L., Quester, P., & Spawton, T. (2001). Segmentation by involvement or nationality for global retailing: A cross-national comparative study of wine shopping behaviours. Journal of Wine Research, 12(3), 223-236.
    • Pomarici, E., Lerro, M., Chrysochou, P., Vecchio, R., & Krystallis, A. (2017). One size does (obviously not) fit all: Using product attributes for wine market segmentation. Wine Economics and policy, 6(2), 98-106.
    • Romaniuk, J., & Dawes, J. (2005). Loyalty to price tiers in purchases of bottled wine. Journal of Product & Brand Management, 14(1), 57-64.
    • Sjostrom, T., Corsi, A. M., Chrysochou, P., and Driesener, C. (2014), “Are food brands that carry light claims different?”, Journal of Brand Management, Vol. 21 No. 4, pp. 325–341.
    • Szolnoki, G., & Hoffmann, D. (2014). Consumer segmentation based on usage of sales channels in the German wine market. International Journal of Wine Business Research, 26(1), 27-44.
    • Wilson, D., & Winchester, M. (2019). Extending the double jeopardy and duplication of purchase laws to the wine market. International Journal of Wine Business Research, 31(1), 163-179.

    Week 5
    • Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
    • Fader, P. S., & Schmittlein, D. C. (1993). Excess behavioral loyalty for high-share brands: deviations from the Dirichlet model for repeat purchasing, Journal of Marketing Research, 30(4), 478-493.
    • Fisher, N. I., & Kordupleski, R. E. (2019). Good and bad market research: A critical review of Net Promoter Score. Applied Stochastic Models in Business and Industry, 35(1), 138-151.
    • Jarvis, W., Rungie, C., & Lockshin, L. (2003). Analysing Wine Behavioural Loyalty. Paper presented at the 1st International Wine Marketing Colloquium, University of South Australia, Adelaide.

    Week 6
    • Cohen, J., Corsi, A. M., & Lockshin, L. (2014). Are Australian wines well known in China?. Wine & Viticulture Journal, 29(1), 62-63.
    • Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2019). What brings a Chinese alcohol drinker into the wine category?. Wine & Viticulture Journal, 34(1), 67-68.
    • Lockshin, L., & Cohen, J. (2020). Wine Trends in China. Handbook of Eating and Drinking: Interdisciplinary Perspectives, 575-592.
    • Sharp, B. (2010). How Brands Grow, Oxford University Press: Melbourne, Chapter 12.
    • Sharp, B., & Romaniuk, J. (2016). How Brands Grow: Part 2, Oxford University Press: Melbourne, Chapter 4.

    Week 7
    • Hirche, M., & Lockshin, L. (2018). How can a wine brand compensate for limited distribution?. Wine & Viticulture Journal, 33(4), 74-76.
    • Lockshin, L. (2013). Out of sight, out of mind, Wine Business Monthly, September, 36-37.
    • Romaniuk, J. (2018). Building distinctive brand assets, Oxford University Press: Melbourne.

    Week 8
    • Cohen, J., & Lockshin, L. (2017). Conducting wine marketing research with impact in China: Guidelines for design, execution and dissemination. Wine Economics & Policy, 6(2), 77-79
    • Corsi, A. M. (2016). The 9(+1) talking points about the Australian wine retail sector. Wine & Viticulture Journal, 31(2), 59-61.
    • Hirche, M., Greenacre, L., Nenycz-Thiel, M., Loose, S., & Lockshin, L. (2021). SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data. Journal of Retailing and Consumer Services, 61, 102533.
    • Martin, J., Nenycz-Thiel, M., Dawes, J., Tanusondjaja, A., Cohen, J., McColl, B., & Trinh, G. (2020). Fundamental basket size patterns and their relation to retailer performance. Journal of Retailing and Consumer Services, 54, 102032.
    • Page, B., Trinh, G., & Bogomolova, S. (2019). Comparing two supermarket layouts: The effect of a middle aisle on basket size, spend, trip duration and endcap use. Journal of Retailing and Consumer Services, 47, 49-56.

    Week 9
    • Beverland, M. (2006). The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251-258.
    • Grasby, A., Corsi, A. M., Dawes, J., Driesener, C., & Sharp, B. (2019). Brand Extensions: Does Buying a Brand in One Category Increase Propensity to Buy It in Another?. Available at SSRN 3398695.
    • Romaniuk, J., Dawes, J., & Nenycz-Thiel, M. (2018). Modeling brand market share change in emerging markets. International Marketing Review.
    • Sjostrom, T., Corsi, A. M., & Lockshin, L. (2016). What characterises luxury products? A study across three product categories. International Journal of Wine Business Research, 28(1), 76-95.
    • Sharp, B., & Romaniuk, J. (2016), How Brands Grow: Part 2, Oxford University Press: Melbourne.

    These are some wine based journals and a few notable marketing and business journals – You should not confine your investigation to only wine-related publications; wine is a context only, and much of the best and most useful academic publications are found in highly regarded marketing and business journals.

    Academic journals and conferences

    International Journal of Wine Business Research
    Wine Economics & Policy
    Journal of Wine Research
    Journal of Consumer Behaviour
    European Journal of Marketing
    Journal of Marketing Management
    Academy of Wine Business Research
    American Association of Wine Economics
    Online Learning
    Below are also some electronic references that you may find useful:
  • Learning & Teaching Activities
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  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

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    Assessment Detail

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    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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