以葡萄酒文化视角探索葡萄酒市场营销策略

葡萄酒是人类与自然相结合的产物,具有时代性、区域性、开放性、导向性的文化特征.文章从营销特征中分析了文化营销对葡萄酒文化内涵的理解,阐述了产品文化、品牌个性、企业文化与消费者核心文化价值观之间的紧密关系,并提出了葡萄酒产品文化、产区文化、质量文化、消费价值观等文化营销策略,以期培养忠诚葡萄酒消费群体.     

亚洲葡萄酒市场格局及中国葡萄酒产业前景分析

随着全球化的进程不断推进,近几年亚洲葡萄酒市场的潜力得到不断挖掘。主要结合国际葡萄与葡萄酒组织(OIV)最新发布的近20年统计数据,从亚洲各地区的葡萄酒生产量、消费量、进出口量及葡萄种植面积分析亚洲葡萄酒市场格局。利用SWOT分析发现,亚洲葡萄酒市场中的中国市场具备原料丰富、消费需求大、政策支持等优势,原料品质低、科技投入少、销售模式固化等劣势,但市场潜力巨大、产业趋于国际化等机会,以及面临进口酒、其他酒类竞争的威胁。由此认为,应尽可能利用地理优势、产区多样性和科技进步,促使中国葡萄酒产业蓬勃发展。     

干白葡萄啤酒的研究

利用优质大麦芽、大米、酒花、白葡萄为主要原料 ,经过葡萄的酒精发酵、陈酿 ,再参与啤酒发酵、贮藏过程 ,使产品即保留了传统啤酒的风格 ,又具备干白葡萄酒的特征 ,该产品新颖、独特 ,色、香、味具佳。此产品的开发 ,可充分利用啤酒厂与葡萄酒厂现有设备和我国丰富的葡萄资源 ,节约粮食 ,生产高档啤酒。开拓了啤酒与葡萄酒生产的新途径     

泰国葡萄酒产业现状与营销模式分析

葡萄酒产业链是由葡萄种植者、葡萄酒生产者、消费者以及行业协会(学会)等一系列利益相关者组成的系统.本文阐述了泰 国的自然经济状况和葡萄酒产业的基本特征,系统分析并介绍了葡萄酒产业资源分布、新资源配置及其产业组织协调情况,重点对葡萄主产区、葡萄酒酿造质量标准、葡萄酒旅游业、葡萄酒协会和侍酒师学会等作了介绍,并展望其发展前景,试图为我国葡萄酒产业发展提供经验借鉴,以期实现我国葡萄酒产业优化升级.     

Exploring impulse purchasing of wine in the online environment

Wine sales continue to climb in both offline and online settings in the U.S. market. With online sales having a great impact on offline sales, it is important to look at all sales modes in understanding how to better market to consumers across spectrums. What this study aims to do is to utilize a stimulus–organism–response model to better understand wine sales, when it comes to online impulse buying. This study is anticipated to add knowledge to the understanding of impulse buying of wine and is a first step at gaining a better understanding of impulse buying of wine in online settings.     

The value of quality clues in the wine market: evidences from Lazio,Italy

The purpose of the paper is to contribute to understanding the role and effectiveness of different quality clues in the creation of value for the main wines of the Lazio region. The study presents a hedonic price model. An ordinary least squares and a quantile regression models were estimated. The latter is able to detect additional patterns related to the effects of the covariates. Prices are regressed on wine color, sub-regional area of origin, the type of certification of origin, and on experts' evaluation. The analysis is based on data released by three major Italian wine guides: Gambero Rosso, l'Espresso, and AIS (Italian Sommelier Association). Results show that: (i) white and red wines follow two different price patterns; (ii) prices are correlated with experts' evaluation; (iii) the impact of the latter is higher when other quality clues, such as geographical indications, are less effective; (iv) the role of different quality clues varies at different price levels and it is different for red and white wines; overall, wines from the Lazio region are associated with poor to mediocre quality levels. This may explain the decline in reputation and in market share that these wines are experiencing after centuries of popularity.     

宁夏贺兰山东麓产区葡萄酒营销模式分析与发展建议

宁夏贺兰山东麓是我国著名的优质葡萄酒产区,但产区目前的葡萄酒产品市场销售并不理想。该研究以促进宁夏贺兰山东麓葡萄酒产业市场拓展为目标,首先从宏观角度梳理和分析了目前我国葡萄酒产业现有的营销模式及其特点,进而聚焦在贺兰山东麓产区葡萄酒营销现状及存在的问题,结合宁夏贺兰山东麓产区葡萄酒产业的自身特色与行业发展环境,提出了完善和优化贺兰山东麓葡萄酒营销体系的建议,以期提升产区葡萄酒的市场占有率,促进贺兰山东麓葡萄酒产区高质量可持续发展。     

葡萄酒中的多糖及其作用

介绍了葡萄酒中多糖的来源、多糖对葡萄酒酒石稳定性、蛋白质稳定性及感官质量等方面的影响,探讨了提高葡萄酒中多糖含量的工艺途径等。     

桑椹酒和杨梅酒的生产工艺

为了更好地保护传统产品,通过对桑椹和杨梅特性分析,介绍了桑椹酒和杨梅酒生产工艺流程及操作方法,同时给出了这两种酒的感官指标、理化指标和卫生指标。     

中国进口葡萄酒市场的国别分析及发展趋势

近年来,中国葡萄酒消费量逐年上升,葡萄酒进口额大幅增长。通过比较分析主要葡萄酒进口来源国在我国的发展现状及趋势,发现法国和澳大利亚两国占据中国进口葡萄酒市场的前两位,且澳洲有赶超之势;智利、西班牙、格鲁吉亚三国对华葡萄酒出口潜力较大,市场份额将进一步提升。与中国缔结双边自贸协定等措施促进了相关国家对华葡萄酒出口,品牌及价格是影响进口葡萄酒消费的重要因素。中国进口葡萄酒市场仍存在认知度不高、价格偏高、假冒伪劣产品等问题,需要进一步降低进口葡萄酒的成本,加强市场监管。     

Contribution and importance of wine spirit to the port wine final quality—initial approach

The commercial wine spirit used for this study revealed that the aldehyde content mainly comprises acetaldehyde but other aldehydes such as propionaldehyde, 2‐methylbutyraldehyde, isovaleraldehyde, methylglyoxal, benzaldehyde and others are also present in significant amounts. A typical grape must was used to assess the influence of wine spirit in the analytical and sensorial characteristics of fortified wines. Decreasing levels of anthocyanins, as well the increase in the red colour and tanning capacity, were observed, and seem to be positively correlated with the increase of the aldehyde content present in the wine spirits used to fortify the must. Using the CIE L*a*b* system, this aldehyde content present in the spirit used seemed to be correlated with the decrease of the wines' lightness (darkening effect), the displacement of the hue angle to higher values (yellowing effect) and the increase of the chromaticity (colour saturation) of the wines. Copyright © 2005 Society of Chemical Industry     

Territorial identity as a competitive advantage in wine marketing: a case study

This article presents a case study on territorial identity as a competitive advantage in marketing fine wines. The study is centred on three renowned Tuscan local wine systems strongly oriented towards quality and well-established on international markets. The survey aimed at understanding difficulties faced by these local systems in the UK market. An explorative ‘case study’ approach was adopted, aimed at supplying analytical dimensions useful in ‘framing’ a marketing problem to be solved. Experts and key informants were interviewed about their opinions and perceptions on the case study both in the production area and in the UK. Most of the problems faced when marketing the wines considered in this study may be described as a failure to join with the conventional definition of quality that is relevant to the British market. According to the proposed interpretation, a strong territorial identity is a necessary ingredient, but alone is an insufficient condition to build a competitive advantage. The proposed interpretation suggested a set of possible actions at the territory level to exploit economies of concerning market intelligence, marketing approach and collective communication.     

The role of light,temperature and wine bottle colour on pigment enhancement in white wine

Pigmentation enhancement in a Chardonnay wine with high flavan-3-ol concentration was examined by irradiating the wine under controlled conditions. Heating the wine in darkness required temperatures in excess of 50 °C before enhanced pigmentation became apparent. It was found that ultraviolet and, to a lesser extent, low wavelength visible light contributed to pigment production. The development of pigmentation depended on wine bottle glass colour: Flint > Arctic Blue > French Green > Antique Green. This is in agreement with the transmission characteristics of the bottles with even the darkest (Antique Green) allowing the transmission of some ultraviolet light. Riboflavin, when added to the wine, degraded rapidly when exposed to radiation <400 nm. The degradation of riboflavin and the onset of colour development depended on the actual amounts as well as the ratio of riboflavin to flavan-3-ol, suggesting that a complex series of reactions are occurring. A degradation product of riboflavin may be contributing to the increase in absorbance in the visible region observed during light exposure.     

乙醇传感器法测定葡萄酒和黄酒中乙醇的含量

建立了生物传感器法测定葡萄酒和黄酒中乙醇含量的分析方法。结果表明:乙醇含量在2~80μL/100mL浓度范围内线性关系良好,相关系数为0.9997;加标回收率(n=3)在99.22%~101.59%之间;精密度和重复性(n=4)的RSD%低于1%。与国标酒精计法测定结果对比,两种方法无显著差异。该法具有无需样品前处理、特异性好、灵敏度高、测定速度快等优点,适用于企业对发酵过程控制和产品的质量检测。      

Formation of temperature gradients in large- and small-scale red wine fermentations during cap management

Background and Aims:  Red wine fermentations are not a homogenous mixture in terms of both density (grape solids vs liquid) and temperature distribution. Winemakers practise cap management techniques to facilitate the extraction of flavour and colour, but also to achieve a more uniform temperature throughout the fermentation tank. The aim of this work was to provide, for the first time, a detailed definition of the temperature gradients in a two-dimensional cross-section of several fermentations and to determine the impact of typical cap management techniques on these.
Methods and Results:  Commercial (3450 L) and research (50 L) red wine fermentations were monitored with a handheld thermocouple at defined positions in the tank to yield temperature profiles for a virtual cross-section through each fermentation. Differences of over 12°C were observed between the centre of the cap and the liquid of fermentations at both scales, as were differences of up to 8°C between the centre and side of the cap. Cap management techniques typical for industry did not eliminate temperature gradients. A 1600-L tank fitted with in-place temperature sensors allowed nearly instantaneous determination of temperature cross-sections and revealed that a thorough pumpover was needed to reduce temperature differences to <5°C.
Conclusions:  Temperature gradients can be large in red wine fermentations, regardless of scale, varying with the must and fermentation management.
Significance of the Study:  Large temperature differences and high temperatures through and during fermentation have implications for yeast performance, and colour and flavour compound extraction, modification and stability.     

黄酒非生物混浊的原因及解决办法

黄酒是由5种基本成分和几百种微量化合物组成的胶体溶液。形成黄酒非生物混浊的因素众多。该文介绍了黄酒中非生物混浊沉淀产生的7种原因及解决办法，在酿制好黄酒基础酒的前提下，采用贮存陈化、除浊澄清、冷冻吸附、过滤等，使酒体清亮透明。     

红曲霉在甜米酒酿造中的应用研究

红曲霉在生长过程中能产生大量的天然红曲色素,同时产生多种酶类,如淀粉酶、糖化酶、酯化酶等。以红曲霉为甜米酒酿造的糖化增香着色剂,采用正交试验寻找适宜的红曲甜米酒酿造工艺。试验结果表明：在红曲霉接种量20％、发酵温度35℃、发酵时间120h的工艺条件下酿制的甜米酒色泽红亮,味甜醇厚,酒体协调,有红曲特有的醇香。     

蛇胆保健酒的工艺研究

本实验采用正交试验方法优化蛇胆酒的制作工艺,得出最佳的工艺参数为：蛇胆汁3%,中药提取液2%,β-环糊精0.5%,冰糖2%。采用活性炭吸附法进行澄清工艺探讨。整个工艺操作方便,对设备要求不高,是一种值得推广的蛇胆保健酒的制作工艺。     

The use of thaumatin and bovine serum albumin as proteins in model wine solutions in bentonite fining

This study examined the viability of using thaumatin and bovine serum albumin (BSA) as proteins in model wine solutions for bentonite fining studies and compared them with unfined New Zealand sauvignon blanc (SB) wine. Bentonite fining trials were performed on model wine solutions and unfined SB wines (pH range 3.5–4.3). Thaumatin was more readily adsorbed onto bentonites of all types than BSA and its adsorption onto bentonite was less affected by the pH of the solution. Specifically, the amount of BSA adsorbed onto bentonite decreased significantly as the pH of the solution approached the isoelectric point (pI) of BSA while thaumatin was adsorbed at that pH due to its higher pI. Changing pH affected protein adsorption of real wine less noticeably than of BSA and thaumatin, and decreasing pH increased protein adsorption in contrast to the model solutions. Neither of the model solutions can fully represent the response of real wine to bentonite fining but they are simple and cost effective to prepare and reacted to changes in bentonite concentration similar to real wine. Thaumatin is potentially a better protein to use in simple model solutions for wine stabilisation studies like filtration where molecular weights are important consideration.     

葡萄酒浑浊沉淀机理与鉴别

本文从三个方面即微生物、物理化学和外在原因分析葡萄酒浑浊沉淀的机理,提出葡萄酒浑浊沉淀鉴别的感官方法、显微镜方法、微生物方法和特征试验方法。