How do UK wineries generate income? : A case study of the income generating activities adopted by UK wine producers

Abstract

The aim of this dissertation was to collect primary data regarding marketing techniques from UK vineyards and wineries. A review of relevant literature associated with the international wine industry was conducted prior to undertaking primary research. Through data collection this dissertation contacted 25% of the UK wine producing industry and further had a response rate of 25%. Respondents were responsible for over half of the average two million bottles of wine produced within the UK. Therefore the diversity of the industry was captured through the sample as some of the largest and smallest vineyards and wineries were contacted through this dissertation. The research methods adopted resulted in both qualitative and quantitative responses. An autoethnographic stance was adopted throughout this dissertation which aided the formulation of semi-structured interviews which were conducted with industry representatives. Once a saturation point of information was reached through these interviews questionnaires were developed in order to confirm these findings through contact with a larger number of respondents. This resulted in sales patterns being identified which were both in line with findings in the literature review and some previously unknown techniques used to sell UK wines. The importance of both cellar door sales and trade sales were established in the results of this dissertation. A number or considerations for the UK wine producing industry were also highlighted in order to further increase sales through both of these means. A number of recommendations have been made for further research in order for a better understanding of the industry to be established.