Skip to main content
SpringerLink
Log in

What’s in a Name? Communicating Forms of Toponyms at Greek Wine Labels

  • Chapter
  • First Online:
Conference Proceedings Trends in Business Communication 2022

  • 264 Accesses

Abstract

This paper is focused on the wine label interaction with the consumer. We assume that the wine label is a powerful communication tool, with much potential for the increase of the consumer’s engagement. Firstly, the theoretical backround of smart label is presented. The second part is referred to the significance of wine communication. Two basic tools are proposed: the involvement of toponymy on the label and the storytelling technique as a core of the wineries' communication strategy. Additionally, relevant research data on Greek wineries are presented. The last part summarizes the main conclusions of this work.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 89.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Bingley, A., Ramsey, A., Weatherall, A., Richards, C., Whitehead, C., Bowers, D. J., ..., & O’Brien, V. (2014). Making sense of place: Multidisciplinary perspectives (Vol. 7). Boydell & Brewer Ltd.

    Google Scholar 

  • Bonarou, C., Tsartas, P., & Sarantakou, E. (2019). E-storytelling and wine tourism branding: Insights from the “wine roads of northern Greece”. In Wine Tourism Destination Management and Marketing (pp. 77–98). Palgrave Macmillan.

    Google Scholar 

  • Britannica. (2022). In Britannica. https://www.britannica.com/search?query=toponymy. Accessed 5. Oct. 2022.

  • Bunghez, C. (2022). Enotourism: Analysis and case study. Journal of Eastern Europe Research in Business and Economics, 2022, 1–8.

    Article  Google Scholar 

  • Capitello, R., & Sirieix, L. (2019). Consumers’ perceptions of sustainable wine: An exploratory study in france and italy. Economies, 7(33), 1–20.

    Google Scholar 

  • Capitello, R., Agnoli, L., Charters, S., & Begalli, D. (2021). Labelling environmental and terroir attributes: Young Italian consumers’ wine preferences. Journal of Cleaner Production, 304(126991), 1–11.

    Google Scholar 

  • Castelló, E. (2021). The will for terroir: A communicative approach. Journal of Rural Studies, 86, 386–397.

    Article  Google Scholar 

  • Celhay, F., Folcher, P., & Cohen, J. (2013). Decoding wine label design: A study of the visual codes of Bordeaux Grand Crus. In 7th AWBR international conference.

    Google Scholar 

  • Celhay, F., & Remaud, H. (2018). What does your wine label mean to consumers? A semiotic investigation of Bordeaux wine visual codes. Food Quality and Preference, 65, 129–145.

    Article  Google Scholar 

  • Charters, S., & Pettigrew, S. (2006). How effectively do we communicate about wine. In Proceedings of the 3rd international wine business and marketing research conference, July 6–8, Montpellier.

    Google Scholar 

  • Charters, S. (2022). Business, wine and culture. In The Routledge Handbook of Wine and Culture (pp. 20–26). Routledge.

    Google Scholar 

  • Fortin, N. D. (2022). Food regulation: Law, science, policy, and practice. Wiley.

    Google Scholar 

  • Graddol, D. (1996). The semiotic construction of a wine label. Redesigning English: New Texts, New Identities, 4, 73–81.

    Google Scholar 

  • Greene, E. (1996). Storytelling: art and technique: Art and technique. ABC-CLIO.

    Google Scholar 

  • Haven-Tang, C., & Jones, E. (2005). Using local food and drink to differentiate tourism destinations through a sense of place: A story from Wales-dining at Monmouthshire’s great table. Journal of Culinary Science & Technology, 4(4), 69–86.

    Article  Google Scholar 

  • Khaokhrueamuang, A. (2022). Branding wine products and wine tourism destinations through e- storytelling: Examining contemporary tourism interpretation. In Routledge Handbook of Wine Tourism (pp. 588–602). Routledge.

    Google Scholar 

  • Lau, C., & Li, Y. (2019). Analyzing the effects of an urban food festival: A place theory approach. Annals of Tourism Research, 74, 43–55.

    Article  Google Scholar 

  • Legrand, W., Hindley, C., Vogels, R., & Levis, A., (2022). The fluidity of terroir: The delusion of sustainability and authenticity in wine tourism. In Routledge Handbook of Wine Tourism (pp. 659–670). Routledge.

    Google Scholar 

  • Lick, E., König, B., Kpossa, M. R., & Buller, V. (2017). Sensory expectations generated by colours of red wine labels. Journal of Retailing and Consumer Services, 37, 146–158.

    Article  Google Scholar 

  • Mácha, P. (2020). The symbolic power of place names: The case of the river Olše/Olza/Łolza in Northeastern Czechia. Names, 68(3), 169–184.

    Article  Google Scholar 

  • Mora, P., & Livat, F. (2013). Does storytelling add value to fine Bordeaux wines? Wine Economics and Policy, 2(1), 3–10.

    Article  Google Scholar 

  • Nogueira, S., & Carvalho, J. M. (2022). Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations. Journal of Ecotourism, 1–19.

    Google Scholar 

  • Pickering, G. J., Duben, M., & Kemp, B. (2022). The importance of informational components of sparkling wine labels varies with key consumer characteristics. Beverages, 8(2), 27.

    Article  Google Scholar 

  • Ramšak, M. (2022). Wine Storytelling. Social impact of wine marketing (pp. 19–21). Springer.

    Chapter  Google Scholar 

  • Rupprecht, C. D., Fujiyoshi, L., McGreevy, S. R., & Tayasu, I. (2020). Trust me? Consumer trust in expert information on food product labels. Food and Chemical Toxicology, 137, 111170.

    Article  Google Scholar 

  • Sherman, S., & Tuten, T. (2011). Message on a bottle: The wine label’s influence. International Journal of Wine Business Research, 23(3), 221–234.

    Article  Google Scholar 

  • Sears, D., & Weatherbee, T. (2019). Putting Branding in its Place: History, Heritage and Winery Marketing. In Proceedings of the Conference on Historical Analysis and Research in Marketing (Vol. 19, pp. 384–388).

    Google Scholar 

  • Sillani, S., Miccoli, A., & Nassivera, F. (2017). Different preferences for wine communication. Wine Economics and Policy, 6(1), 28–39.

    Article  Google Scholar 

  • Tent, J., & Blair, D. (2011). Motivations for naming: The development of a toponymic typology for Australian placenames. Names A Journal of Onomastics. 59, 67–89. 

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. International Hellenic University, Thessaloniki, Greece

    Eleni Anagnostou & Theodosios Tsiakis

Authors
  1. Eleni Anagnostou
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Theodosios Tsiakis
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Theodosios Tsiakis .

Editor information

Editors and Affiliations

  1. Marketing & Communication Management; Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Peter Schneckenleitner

  2. Marketing & Communication Management; Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Wolfgang Reitberger

  3. Marketing & Communication Management; Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Alexandra Brunner-Sperdin

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Anagnostou, E., Tsiakis, T. (2023). What’s in a Name? Communicating Forms of Toponyms at Greek Wine Labels. In: Schneckenleitner, P., Reitberger, W., Brunner-Sperdin, A. (eds) Conference Proceedings Trends in Business Communication 2022. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40619-6_1

Download citation

Publish with us

Policies and ethics

Search

Navigation