Harsányi Dávid – Ilyésné Molnár Emese – Zarándné Vámosi Kornélia (2024): A borversenyek marketing szerepe. In: Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024 pp. 53–53.

Authors

• Vádi, Harsányi. Budapesti Gazdasági Egyetem.
• Emese, Ilyésné Molnár. Budapest Műszaki és Gazdaságtudományi Egyetem.
• Kornélia, Zarándné Vámosi. Budapesti Gazdasági Egyetem.

Abstract

The marketing role of wine awards

It is becoming more and more difficult for consumers to find their way around when choosing wine. A good result at a wine competition can be a means of differentiation and authentication, so wineries should consider entering. The aim of the study is to examine the significance of wine competitions from a marketing point of view, as well as the aspects of judging that may be important for consumers and producers. In addition to the literature, the study is based on the evaluation scores of the two years of the Winelovers Wine Awards. In 2022, more than 600 wines were evaluated by 58 jury members, and in 2023, more than 800 items were evaluated by 65 jury members. The data was analyzed using statistical tools, in addition to the descriptive statistical indicators, we also examined the effects of the factors presumably influencing the scores with the indicators of stochastic relationships. The analysis shows that the jury members evaluated reliably at the competition, and there is no difference between the performance of the different judges (expert, merchant, winemaker). However, each type of wine scored differently in the competition, sweet wines showed the greatest variance in terms of scores. Consumers should consider the results of (famous) wine competitions when making their purchase decisions, and entries are also useful for producers, as they can receive expert feedback on their products and use the results in their communication.

wine award evaluation medal marketing role

Language

hungarian

Details of publishing collection

Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.) (2024): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024

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