The Hawke’s Bay Wine Auction: History, Motivations and Benefits

  • Sharon L. ForbesEmail author
  • Tracy-Anne De Silva


The Hawke’s Bay wine region, located on the East Coast of the North Island, is New Zealand’s oldest and second largest wine-producing region. In 2018, the region consisted of 72 wineries, over 145 grape growers and a vineyard area of approximately 4700 hectares ( Production in the region is centred on premium red wine varietals (i.e. Merlot, Cabernet Sauvignon and Syrah) and Chardonnay. Wineries in the region have been supporting the Hawke’s Bay Wine Auction since its inception. This chapter introduces readers to the Hawke’s Bay Wine Auction and examines the motivations of the wineries who donate, as well as the benefits they perceive they gain from their participation in the auction. This chapter also introduces readers to other annual charity wine auctions held around the world.


Charity Wine Auction Motives Benefits 


  1. Amato, L. H., & Amato, C. H. (2007). The effects of firm size and industry on corporate giving. Journal of Business Ethics, 72(3), 229–241.Google Scholar
  2. Aylward, D., & Glynn, J. (2006). SME innovation within the Australian wine industry: A cluster analysis. Small Enterprise Research, 14(1), 42–54.Google Scholar
  3. Bloom, P. N., Hoeffler, S., Keller, K. L., & Basurto Meza, C. E. (2006). How social-cause marketing affects consumer perceptions. MIT Sloan Management Review, 47(2), 49–55.Google Scholar
  4. Brammer, S., & Millington, A. (2005). Corporate reputation and philanthropy: An empirical analysis. Journal of Business Ethics, 16, 29–44.Google Scholar
  5. Brandenburger, A. M., & Nalebuff, B. (1996). Co-opetition. London, UK: Harper Collins.Google Scholar
  6. Cavana, R. Y., Delahaye, B. L., & Sekaran, U. (2001). Applied business research: Qualitative and quantitative methods. Queensland, Australia: Wiley.Google Scholar
  7. Carroll, A., & Buchholtz, A. L. (2003). Business and society: Ethics and stakeholder management (5th ed.). Sydney, Australia: Thomson/South Western.Google Scholar
  8. Carpenter, J., Holmes, J., & Matthews, P. H. (2008). Charity auctions: A field experiment. The Economic Journal, 118(525), 92–113.Google Scholar
  9. Chetty, S. (1996). The case study method for research in small and medium sized firms. International Small Business Journal, 15(1), 73–86.Google Scholar
  10. Chua, C., & Berger, I. (2006). Charity auctions on the internet: An exploratory study. Ryerson University working paper. Available at
  11. Crick, J. M. (2018). Studying coopetition in a wine industry context: Directions for future research. International Journal of Wine Business Research, 30(3), 366–371.Google Scholar
  12. Dana, L.-P., Granata, J., Lasch, F., & Carnaby, A. (2013). The evolution of co-opetition in the Waipara wine cluster of New Zealand. Wine Economics and Policy, 2(1), 42–49.Google Scholar
  13. Elfenbein, D. W., & McManus, B. (2010). A greater price for a greater good? Evidence that consumers pay more for charity-linked products. American Economic Journal: Economic Policy, 2(2), 28–60.Google Scholar
  14. Engers, M., & McManus, B. (2007). Charity auctions. International Economic Review, 49(3), 953–994.Google Scholar
  15. Gautier, A., & Pache, A.-C. (2015). Research on corporate philanthropy: A review and assessment. Journal of Business Ethics, 126, 343–369.Google Scholar
  16. Godfrey, P. (2005). The relationship between corporate philanthropy and shareholder wealth: A risk management perspective. Academy of Management Review, 30(4), 777–798.Google Scholar
  17. Goeree, J. K., Maasland, E., Onderstal, S., & Turner, J. L. (2005). How (not) to raise money. Journal of Political Economy, 113(4), 897–918.Google Scholar
  18. Granata, J., Lasch, F., Le Roy, F., & Dana, L.-P. (2018). How do micro-firms manage coopetition? A study of the wine sector in France. International Small Business Journal: Researching Entrepreneurship, 36(3), 331–355.Google Scholar
  19. Harfield, T. (1999). Competition and co-operation in an emerging industry. Strategic Change, 8(4), 227–234.Google Scholar
  20. Haruvy, E., & Popkowski Leszczyc, P. T. L. (2009). Bidder motives in cause-related auctions. International Journal of Research in Marketing, 26, 324–331.Google Scholar
  21. Lahdesmaki, M., & Takala, T. (2012). Altruism in business—An empirical study of philanthropy in the small business context. Social Responsibility Journal, 8(3), 373–388.Google Scholar
  22. Maignan, I., Ferrell, O. C., & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9/10), 956–977.Google Scholar
  23. Montaigne, E., & Coelho, A. (2012). Structure of the producing side of the wine industry: Firm topologies, networks of firms and clusters. Wine Economics and Policy, 1(1), 41–53.Google Scholar
  24. Payton, R. L. (1988). Philanthropy: Voluntary action for the public good. New York, NY: Macmillan.Google Scholar
  25. Popkowski Leszczyc, P. T. L., & Rothkopf, M. H. (2010). Charitable motives and bidding in charity auctions. Management Science, 56(3), 399–413.Google Scholar
  26. Popkowski Leszczyc, P. T. L., Qiu, C., Li, S., & Rothkopf, M. H. (2015). Bidding behaviors in charity auctions. Marketing Letters, 26(1), 17–28.Google Scholar
  27. Porter, M. E., & Kramer, M. R. (2002). The competitive advantage of corporate philanthropy. Harvard Business Review, 80(12), 56–68.Google Scholar
  28. Porter, M. E., & Kramer, M. R. (2006). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–92.Google Scholar
  29. Reis, T. K., & Clohesy, S. (2001). Unleashing new resources and entrepreneurship for the common good: A philanthropic renaissance. New Directions for Philanthropic Fundraising, 32, 109–144.Google Scholar
  30. Ricks, J. M. (2005). An assessment of strategic corporate philanthropy on perceptions of brand equity variables. Journal of Consumer Marketing, 22(3), 121–134.Google Scholar
  31. Schaper, M. T., & Savery, L. K. (2004). Entrepreneurship and philanthropy: The case of small Australian firms. Journal of Developmental Entrepreneurship, 9(3), 239–250.Google Scholar
  32. Schram, A. J. H. C., & Onderstal, S. (2009). Bidding to give: An experimental comparison of auctions for charity. International Economic Review, 50(2), 431–457.Google Scholar
  33. Seifert, B., Morris, S. A., & Bartkus, B. R. (2003). Comparing big givers and small givers; financial correlates of corporate philanthropy. Journal of Business Ethics, 45, 195–211.Google Scholar
  34. Wang, H., Choi, J., & Li, J. (2008). Too little or too much? Untangling the relationship between corporate philanthropy and firm financial performance. Organization Science, 19(1), 143–159.Google Scholar
  35. Yin, R. K. (1989). Case study research, design and methods. Newbury Park, CA: Sage.Google Scholar

Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.Faculty of Agribusiness and CommerceLincoln UniversityChristchurchNew Zealand

Personalised recommendations