The purpose of this study was to explore the sale of Pennsylvania wines through restaurants. The study examined the barriers and opportunities for sale of Pennsylvania wines through restaurants, and looked at the motivations and methods of two restaurants that sell an above average amount of Pennsylvania wine. In Phase 1, electronic questionnaires were sent to a census sample of Pennsylvania winery operators (N= 120). Participants were asked to complete a questionnaire that measured attitudes toward sales of wine through restaurants, and to provide demographic data about the wineries and winery operators. Phase 2 consisted of interviews with a cross-section of Pennsylvania winery operators (n = 8) to identify operators' perceptions of the barriers and opportunities toward sale of Pennsylvania wines through restaurants. Two case studies were conducted in Phase 3 to describe operational considerations of the sale of Pennsylvania wines at two types of restaurants.
Study results indicated Pennsylvania winery operators have a favorable attitude toward increasing sales of Pennsylvania wines through restaurants, but face perceived obstacles in doing so. Statistical analyses showed attitudes were consistent regardless of winery size, location, age of winery operator, or number of years in business. Interviews in Phase 2 found that there is a perception from winery operators that the public views Pennsylvania as producing high quality sweet wines, but not the high quality dry wines most often associated with dining. Other obstacles identified included perceived insufficient state support in comparison with other state wine industries, disparity of opportunities for wineries based on size and location, and perceived inertia on the part of restaurants.
The interviews with a cross-section of Pennsylvania winery operators and the case study phase of this research identified methods used by restaurants that sold an above average amount of Pennsylvania wines. Study findings suggest that it is possible to overcome identified barriers toward sale of Pennsylvania wines through restaurants, and that Pennsylvania winery operators as an industry would respond favorably toward efforts to reduce the barriers for sales through this underutilized distribution channel.
|Commitee:||Bosselman, Robert, Kliebenstein, James, Shelley, Mack, Zheng, Tianshu|
|School:||Iowa State University|
|Department:||Apparel, Educational Studies and Hospitality Management|
|School Location:||United States -- Iowa|
|Source:||DAI-A 73/05, Dissertation Abstracts International|
|Subjects:||Marketing, Agricultural economics, Recreation|
|Keywords:||Distribution, Local foods, Pennsylvania, Restaurants, Wine sales, Wineries|
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