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2019 | OriginalPaper | Chapter

2. Uncorking the Potential of Wine Language for Young Wine Tourists

Authors : Allison Creed, Peter McIlveen

Published in: Management and Marketing of Wine Tourism Business

Publisher: Springer International Publishing

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Abstract

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical and cultural platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries.

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Title: Uncorking the Potential of Wine Language for Young Wine Tourists
Authors: Allison Creed
Peter McIlveen
Publisher: Springer International Publishing
Book: Management and Marketing of Wine Tourism Business
Print ISBN: 978-3-319-75461-1

Electronic ISBN: 978-3-319-75462-8

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-319-75462-8_2

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