Open Access. Powered by Scholars. Published by Universities.®
- Discipline
Articles 1 - 3 of 3
Full-Text Articles in Business
The Red-Headed Stepchild Of Wine? Marketing Muscadine Wines In The Southern Usa, Abel Alonso
The Red-Headed Stepchild Of Wine? Marketing Muscadine Wines In The Southern Usa, Abel Alonso
Abel D Alonso
Purpose - Muscadine (Villa Rotundifolia Michx.) is a native vine that grows wild and that is also cultivated in the Southern USA. Today, many wineries located in this region produce and sell wines made of muscadine grapes. While much of contemporary research focuses on the many health properties of muscadine grapes, very little is known of muscadine wines from an entrepreneurial or operational perspective, including muscadine wines' marketing potential. This paper aims to investigate these areas, examining some of the challenges that Southern winery operators face in successfully marketing muscadine wines. Design/methodology/approach - Using telephone interviews (29), coupled with two …
Promotional Efforts Of Muscadine Wines And Muscadine-Related Products: The Case Of Southern United States Wineries, Abel Alonso
Promotional Efforts Of Muscadine Wines And Muscadine-Related Products: The Case Of Southern United States Wineries, Abel Alonso
Abel D Alonso
Muscadine grapes are native to the southern United States, where they have been grown and consumed for generations. Apart from extensive coverage provided in scientific research concerning their healthy properties, to date very little has been researched about other areas of the muscadine grapes, muscadine wines and related products. For example, in an era when the 'local' aspect of foods can have a strong impact on both consumers and food growers, very little has been researched from an entrepreneurial, marketing and (wine) tourism perspective. In this context, academic literature investigating winery operators' efforts in promoting and selling muscadine products through …
Consumption Of Muscadine Grape By-Products: An Exploration Among Southern Us Consumers, Abel Alonso, Martin O'Neill
Consumption Of Muscadine Grape By-Products: An Exploration Among Southern Us Consumers, Abel Alonso, Martin O'Neill
Abel D Alonso
Purpose: Consumption of muscadine grapes and their by-products (e.g. skins, seeds, wine and juice) is often discussed in terms of their alleged health- related properties (e.g. high content of resveratrol, phenolics and antioxidants). Almost no information, however, is available from an academic perspective on consumers' association with this food, including their knowledge, actual consumption of muscadines or by-products they associate with muscadine grapes. This study seeks to add to the limited existing knowledge on muscadine grapes and their by-products exploring these areas. Design/methodology/approach: A sample of consumers from a Southern US town, where muscadine grapes are native, was chosen. A …