Sales impact of regional and environmental retail promotions
The project objectives were to measure the importance of wine quality, wine style, sustainability, traceability, and quality control for Australia and key competing wine producing countries; and to assess the impact of regional and environmental communications in wine retail stores on sales of premium Australian wines.
Australia has a strong reputation as a clean environment for producing wine. Quality control has some importance, with environment and traceability unimportant. The sales effects of regional and environmental promotions were only moderate compared to discounts. Regional communications had a larger sales impact than environmental promotion. An online choice experiment showing the same promotion material was able to predict the in-store sales impact.
Read more: Non Price Promotions