Status games in Wine industry .pdf

As one consumer onathan explained i belong to all

Info icon This preview shows pages 11–12. Sign up to view the full content.

As one consumer, Onathan, explained, I belong to all these Pinot clubs, one of them [has] like fi ve to seven years waiting list . I just want to try them. The myth around those guys is amazing .... The wines sell out usually within 20 minutes wines are relatively expensive $80 to $100 . What I ve learned to do now is I called them about two or three weeks before they release . They re gone so quickly, you don t want to miss anything they have more people on the list than wine. As this comment indicates, the scarcity of wine, and the myth surrounding it, greatly enhances its value. Securing a bottle of a rare but highly sought-after wine gives the consumer access to a rare gem, demonstrating his or her good taste and devotion to fi ne wine. This elevates the consumer s standing among other wine lovers, especially those who have been denied the same pleasure. Onathan, for example, throws a yearly charity event at which his friends can select any bottle in his cellar to try. When secured, however, wines lose some of their cachet, and so consumers continually search for obscure, well-regarded wines, creating an ethos of discovery, a sort of unending wine odyssey. For example, Debra noted, People keep trying to fi nd more obscure, interesting, small vineyards. I think there s some pride and ego in saying that you re exploring, you can t even fi nd it in a wine shop, that you sought out a vineyard and you re getting it straight from the winemaker or something. Scarcity is central to the value of cultural capital (Bourdieu 1984, 2011). By discovering, sharing, and consuming these wines, con- sumers reinforce the socially constructed myth that helps make these elusive wines so appealing. Retail Theater For market-driven fi rms, a retailer is a powerful gatekeeper, but market-driving fi rms use retail stores in the same way as theater directors use the stage: as a platform on which they can advance their unique vision not only to retail staff but also to consumers, both those new to the brand and devoted to it. Alain, a wine executive, described his approach: Backstage we study in minute detail our sales in each of our key markets to focus and scale our marketing efforts in the most ef fi cient manner, but on stage we look immune from marketing. We are the proud artisans of great wines, not a fi nancial institution or a money machine .... Like a successful recording artist, an iconic wine needs to come to life in 3D once in a while to entertain its magic and stir the heart of its worshippers. Alain s comments illustrate a tension between paradoxical fi rm goals. Backstage, Alain and his colleagues make strategic choices to enhance their commercial success. On stage, Alain and his colleagues perform for consumers, managing symbolic capital. Members of the fi rm play roles in the performance, acting as proud artisans of great wines, rather than repre- sentatives of a commercially motivated money machine. As part of the performance, members of the fi
Image of page 11

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern