À votre santé – conceptualizing the AO typology for luxury wine and spirits

Abstract

Purpose

The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine.

Design/methodology/approach

This paper is conceptual in nature. The authors adapt Berthon et al.’s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments.

Findings

The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers.

Practical implications

The AO framework for luxury wines and spirits is beneficial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker’s marketing mix that could enhance their competitive position today and in the future.

Originality/value

This is the first paper examining icewine in the context of luxury marketing.

Citation

Paschen, J., Paschen, U. and Kietzmann, J.H. (2016), "À votre santé – conceptualizing the AO typology for luxury wine and spirits", International Journal of Wine Business Research, Vol. 28 No. 2, pp. 170-186. https://doi.org/10.1108/IJWBR-09-2015-0041