Rooted in Place, Reimagining Value: Wine Business in an Era of Cultural, Market and Environmental Transformation

The global wine sector is entering a new era in which the meaning of value is being reconsidered. Changing consumer behaviour, climate and sustainability pressures, digital transformation, evolving routes to market, and the growing importance of experience-based consumption are reshaping how wine businesses compete, communicate and build long-term relevance. At the same time, wine remains deeply connected to place, culture, heritage and identity.

Hosted in Tokaj, one of the world’s most historic wine regions, the 17th International Conference of the Academy of Wine Business Research invites scholars to explore how wine businesses can create value while remaining rooted in the distinctive character of their regions. Tokaj offers a powerful setting for this conversation: a wine region where tradition, landscape, regulation, reputation and renewal have shaped business practice for centuries, and where contemporary challenges call for fresh strategic thinking.

We welcome contributions that examine the future of wine business from managerial, marketing, consumer, tourism, retail, strategic and sustainability perspectives. Key areas of interest include, but are not limited to, place-based branding, regional competitiveness, premiumisation, changing consumer expectations, wine tourism and hospitality, digital and interactive marketing, new product and packaging formats, distribution and retail innovation, sustainability-oriented business models, and the role of cultural heritage in contemporary value creation.

The conference aims to provide a dynamic academic forum for dialogue between researchers, educators and industry professionals. By bringing together global perspectives in the unique setting of Tokaj, AWBR 2027 will explore how wine businesses can honour the power of place while developing the strategies, narratives and innovations needed for the next chapter of the global wine sector.

Topics

The 17th International Conference of the Academy of Wine Business Research invites submissions that align with the theme Rooted in Place, Reimagining Value: Wine Business in an Era of Cultural, Market and Environmental Transformation . As the global wine sector faces changing consumer expectations, sustainability pressures, digital transformation, shifting market structures, and the need to build stronger regional and brand identities, this conference provides a platform for exploring how wine businesses create value in a changing world.

Hosted in Tokaj, one of the world’s most historic wine regions, the conference places special emphasis on the role of place, heritage, culture, and identity in contemporary wine business. At the same time, it invites broader research on the strategies, innovations, and business models that will shape the future of the global wine sector.

The topics below highlight key areas of interest, but submissions are not limited to these. We welcome research that critically engages with the evolving wine business landscape from various business, marketing, management, tourism, retail, and consumer perspectives.

• The Business of Place and Regional Competitiveness – How wine regions create, communicate, and sustain value in global markets.
• Heritage, Identity, and Wine Brand Meaning – The role of cultural heritage, tradition, and authenticity in contemporary wine branding.
• Premiumisation and Value Creation in Wine – Strategies for building perceived value, reputation, and differentiation in competitive markets.
• Changing Consumer Behaviour and Wine Consumption – How new lifestyles, generational shifts, moderation trends, and evolving values influence wine choices.
• Wine Tourism, Hospitality, and Experience Design – Innovations in place-based experiences, visitor engagement, and destination development.
• Sustainability, Climate Adaptation, and Business Resilience – Balancing environmental responsibility, long-term viability, and strategic adaptation.
• Digital Transformation and Consumer Engagement – The role of digital tools, data, artificial intelligence, and interactive platforms in wine marketing and business development.
• Storytelling, Communication, and Emotional Value – How narratives, symbols, and cultural meanings shape consumer perception and brand loyalty.
• Innovation in Wine Retailing, Distribution, and Routes to Market – New models for reaching consumers across traditional, digital, and hybrid channels.
• New Product Development and Alternative Packaging – Business opportunities linked to changing formats, convenience, sustainability, and consumer acceptance.
• Emerging Markets and Global Wine Business Development – Growth opportunities, market entry strategies, and the changing geography of wine consumption.
• Regulation, Governance, and Collective Brand Strategy – The role of appellations, regional organisations, policy, and institutional frameworks in shaping wine business.
• Small, Family, and Heritage Wine Businesses – Strategic challenges and opportunities for wineries rooted in tradition, place, and long-term reputation.
• Education, Knowledge Transfer, and the Future Wine Consumer – The role of wine education, communication, and cultural mediation in shaping future demand.

While these topics provide a guide, we welcome broader research that contributes to discussions on place, heritage, innovation, value creation, and strategic transformation in the global wine sector.