Destination-Centric Wine Exports: Offering Design Concepts and Sustainability

With more than 40% of produced wine crossing borders, represents a truly global beverage. Wine export serves as sales lever, especially for producers where home consumption diminishes but the business is highly competitive. The literature tells that in competitive market innovation, customer centrism, and increasing sustainability are key. offerings need to meet customer’s desires targeted foreign destinations. German providers have catch-up regard destination-specific preferences so they can offer adaptation or suffer disadvantage positioning. main aims this study were validate importance import explore potential sustainable designs on basis new, fungus-resistant grape (FRG) wines by an explorative, qualitative approach. Evaluating key markets wine, delved into performance assessment how who marked small-scale structures fragmentation positioned primary purchasing factors competition, sustainability, overcome gaps tailoring offerings. In order close lack research destination-oriented design provide orientation practitioners, empirical tested form four concepts with strong emphasis FRGs. More 100 experts five countries exports served country elements perceived producers. interviews revealed (a) must sales; (b) limp reputation; (c) existence country-specific allowing exporters tailor their specific needs ambition increase performance; (d) potentially claim fitting concept; (e) FRGs suited reposition innovatively sustainably; (f) playful exploitation stereotypes suppliers risky; (g) concept “made Germany” characteristics (design, technology, reliability) regarded escape price cutting