Lincoln Lecturers Present Work at Academy for Wine Business Research Plenary Session

March 19, 2012 0 Comments

The Centre for Viticulture and Oenology was well represented at the 6th International Conference of the Academy of Wine Business Research (AWBR), held at the Bordeaux Management School in June.  Two Lincoln lecturers, Sharon Forbes and Jo Fountain, were chosen to present their papers in a plenary session on Wine Sustainability, the theme for the conference.  Other conference sessions included such topics as consumer behaviour, social media, sustainable business strategy, and wine culture. 

Sharon Forbes presented work analysing the use of formal environmental management systems (EMSs) in New Zealand wineries.  The plenary paper focused on the use of multiple EMSs and on assessing the tangible environmental, social, and economic benefits of EMS implementation in the wine industry.  Despite not finding significant marketing and economic benefits through the use of EMSs, the study did find significant environmental benefits from the use of EMSs.  In particular, the  findings suggest that many New Zealand wine companies choose to implement multiple EMSs.  The widespread use of multiple EMSs could indicate areas where individual EMSs are seen to be insufficient in their ability to improve environmental performance, which could lead to improvements in the individual programmes. 

In the same plenary session, Jo Fountain presented a study on the impact of the Greening Waipara biodiversity trails.  The Greening Waipara project was launched in 2005 in an effort to re-establish native flora in the wine growing region of Waipara and to encourage sustainable agricultural practices in the Waipara wine industry.  One component of the project was the construction of biodiversity trails near the cellar door or restaurant of several Waipara wineries, with the intention of educating visitors about the importance of restoring biodiversity in the vineyard environment.  The study, based on the PhD research of Lincoln postgrad Jean-Marie Tompkins, examined the effectiveness of the trails as both educational and marketing tools, and found that the trails had a positive impact on the overall visitor experience, effectively conveyed knowledge about biodiversity, and often resulted in an increased sense of connectedness to the winery, but this did not necessarily translate directly into an increased likelihood of purchasing wine from the winery. 

Lincoln was represented by several other papers presented at the conference as well, including papers on Generation Y wine consumption practices and socialisation, sustainable wine production practices in New Zealand, and place-based marketing and wine tourism.  All of the articles from the conference can be found on the AWBR website and the Lincoln research archive.


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