A cross-cultural analysis of the motivation factors and profitability of online wine tastings during Covid-19 pandemic

PurposeThe pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new customers, entertaining participants and boosting sales. Within the framework of the study, the authors addressed questions such as the reasons for offering online wine tasting, profitability and the basic characteristics and future perspectives of this new interactive online tool.Design/methodology/approachA mixed-methods research was conducted using a sequential exploratory design to analyse online wine tastings during Covid-19 pandemic. First, 40 in-depth interviews in Germany were conducted and, based on these results, a global online survey was undertaken with 1,423 wineries from more than 40 countries.FindingsThe survey results clearly show the effect of Covid-19 on the growing tendency to employ online wine tastings. This tool is about more than just providing entertainment for wine lovers in that it also has a tangible business aspect.Practical implicationsBased on these results, the authors assume that online wine tastings will continue to be offered after the Covid-19 crisis.Originality/valueThis paper offers a situation analysis of the first 10 months of the Covid-19 pandemic in the field of online wine tastings worldwide. The authors conducted a quantitative online survey that built on a qualitative pre-study. Given the fact that no academic paper has been published on the topic, this paper provides first insights on a global scale.

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