Project Description
Wine is not just a beverage, and it is not only a big business, it is also at the core of a whole ecosystem in winemaking regions. As more and more consumers around the world integrate the choice of healthier, more ethical and eco-friendlier food and beverages in their lifestyle, the wine industry is pushed to develop more sustainable production, distribution and consumption solutions (Barber, 2010; Mariani and Vastola, 2015; Santini, Cavicchi and Casini, 2013).
While the wine industry is undeniably engaged in sustainability, a growing body of academic literature also demonstrates an increasing interest into studying sustainability, in particular as a competitive advantage for wine industry stakeholders (Atkin, Gilinsky and Newton, 2012). In search of wine preservation improvements that would have both economic and ecological positive impacts, the wine industry has been investing resources in research, development and innovation regarding alternative packaging and distribution solutions for years. However, to our knowledge, with the exception of the research conducted in the USA and about wineries by Nuebling, Hammond, Behnke, Almanza and Sydnor (2016), kegged wine’s ecologic and economic benefits as perceived and acknowledged by wine industry stakeholders have not been subject to academic investigation.
The research presented in this communication aimed at investigating perceptions and experiences of wine industry stakeholders regarding kegged wine in Switzerland. Thus, this study contributes to the understanding of the Swiss wine industry in two ways. First, by analysing the drivers and obstacles which explain the attitude of food and beverage establishments’ owners and managers toward kegged wines, in particular considering innovation challenges and sustainability issues, and second by investigating which characteristics of these stakeholders are related to kegged wine friendly behavior.