The purpose of this research is to analyze the effect of wine tourism activity on economic performance in the wine context of Ribera del Duero (Spain), as well as the mediating effect of ecological agriculture on this link. To this end, a conceptual model is proposed based on the literature review carried out and contrasted through structural equation modelling (PLS-SEM) with data from 263 wineries, which in turn represent the population under study. The study results allow for us to empirically demonstrate the positive and significant relationship of wine tourism on performance, as well as the partial mediation of ecological agriculture in this relationship. The study thus contributes to the academic literature in a remarkable way given that, to our knowledge, there are no previous studies that have addressed the mediating role of ecological agriculture in the wine tourism–economic performance link. However, the research also suffers from certain limitations. In particular, given the relevance of the study, it is necessary to broaden its geographical scope so that, as a future line of research, it is proposed to contextualize the model proposed in the California wine industry, being able to subsequently establish similarities and differences in the Old and New World.

Purpose: The purpose of this paper is to gain insights of the use of social media (SM) in the wine industry. The theoretical viewpoint is to analyse wineries’ SM segmentation, targeting and positioning (STP) to help the wine industry to improve the effectiveness of SM communication. Design/methodology/approach: An observational study of Spanish wineries’ SM presence and traffic was carried out during a three-month period in 2013 and repeated in 2016. During this period, a questionnaire was distributed to 196 wineries. Logistic regression was used to model the dichotomous outcome variable of whether a winery “does” or “does not” utilise SM. Additionally, leader wineries were interviewed in April/May 2016 about SM STP. Findings: The results show that most wineries are starting in SM without a well-defined strategy. The presence of a webpage is significantly related to the use of SM. SM wineries do not segment and can take advantage of digital targeting strategies. Practical implications: Segmentation and targeting SM can improve the effectiveness of the winery SM activities as well as the winery competitiveness in the wine industry. Originality/value: This paper is a first step in understanding the value of segmentation SM to reach millennial consumers and the importance of targeting to improve the effectiveness of winery on SM.

Since 1975, when per capita wine consumption in Spain peaked, the continued decline in domestic consumption has led to significant changes in the wine sector, particularly in production and marketing strategies. By 2005, the industry had shifted towards mass exportation, focusing on bulk wine, as domestic demand fell. Since then, Spain has become the leading global producer of bulk wine by volume. However, emerging consumer trends, prioritizing health, sustainability, and low-alcohol beverages, present both challenges and opportunities for the sector. This study explores the potential for Spain’s bulk wine industry to adapt by transitioning to dealcoholized wines, leveraging recent technological advancements and aligning with shifting consumer preferences. In this context, we examined what additional factors might influence the transition of Spanish wine producers to dealcoholized wine production and how consumer acceptance of these products in Spain compares to other international markets. In this context, it is crucial to examine what additional factors might influence the transition of Spanish wine producers to dealcoholized wine production and how consumer acceptance of these products in Spain compares to other international markets. Data collection was conducted through dual surveys targeting both consumers and producers, administered in December 2024 via the Sobrelias.com platform, with a total of 602 responses (387 from consumers and 215 from producers). Statistical analyses, including ANOVA and PERMANOVA, were performed to assess the influence of variables such as health-conscious consumption habits, demographic segmentation (age groups), and gender on market dynamics. To date, no prior academic research has addressed this specific intersection of bulk wine exports and consumer trends, highlighting the novelty of this study. A multiple linear regression model quantified the potential for market growth based on these factors.

Wine tourism has emerged as a thriving activity within the international wine sector, evolving from simple winery visits to immersive and experiential engagements. This study explores the role of wine tourism in Galicia, emphasizing its integration into the circular economy and sustainability frameworks. By analyzing visitor expectations and leveraging Galicia’s unique attributes—such as its natural beauty, cultural heritage, and renowned gastronomy—this research aims to position Galicia as a leading wine tourism destination in Spain. The study employs surveys targeting wineries, accommodation providers, and wine tourists to assess the impact of sustainable practices on economic performance and community development. Key findings indicate that activities related to renewable energy and sustainable tourism significantly enhance winery revenues, while also contributing to local economic growth and population retention in rural areas. The research concludes that a collaborative approach between public and private sectors is essential for designing a sustainable and circular economy in wine tourism, ensuring long-term benefits for both the environment and local communities.

Purpose: This research focuses firstly on the impact of Social Media Influencer Marketing (SMIM) on the Economic Performance (EP) of Spanish wineries, and secondly on the mediating effect of Corporate Social Legitimacy (CSL) on this main relationship (SMIM-EP). Age, size and Protected Designation of Origin (PDO) membership are used to increase the precision of the cause-effect relationships examined.Design/methodology/approach: The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.Findings: The results reveal a positive and significant relationship between the development of SMIM and the EP of Spanish wineries, as well as the partial mediation of CSL in the SMIM-EP relationship.Originality/value: The uniqueness of this study can be attributed to several factors. First, it enhances the understanding and knowledge of the benefits associated with SMIM development in the winemaking context. Second, no previous research has conducted an empirical study on the development of SMIM as a catalyst for EP in the context of Spanish wineries. Third, to the authors' knowledge, no previous study has examined the mediating role of CSL in the SMIM-EP relationship, thus representing an opportunity to advance scientific knowledge related to SMIM.

Purpose: The purpose of this paper is to investigate philanthropic practices in the US wine industry, as prior research on charitable giving by wine industry participants is limited. Earlier studies on corporate philanthropy are inconclusive about the direction and the degree of community philanthropy on organizational effectiveness. There are also notable research gaps, including the lack of research into philanthropy in small businesses and the dominance of US studies.Design/methodology/approach: This paper reviews the literature on corporate social responsibility and philanthropy, presents a series of propositions and a theoretical model, sets forth a research schema to investigate to what extent philanthropic activities are motivated by altruistic as well as strategic considerations across the global wine industry and reports preliminary findings from a sample of 100 US wine producers.Findings: In brief, 99 per cent of the wine businesses surveyed significantly engaged in altruistic behavior in their local communities, primarily helped local charities, donated at the median 150 cases each year, and those activities represented about 1 per cent of pre-tax profits, comparable to or above giving by other participants in other industries.Research limitations/implications: As survey data were self-reported, empirical proof has yet to be obtained to support or refute the findings of this investigation. Comparisons to philanthropic practices in other wine regions of the world are not yet completed.Practical implications: Wine producers pursue community stewardship and maintain good corporate citizenship to create direct benefits apart from economic growth or jobs, but future research is needed to ascertain whether motivations are primarily altruistic or strategic.Social implications: Communities embrace the presence of wine businesses to foster job creation and economic activity, but remain uncertain about the other community benefits.Originality/value: This exploratory paper fills a major gap in understanding with respect to examining motives for giving and expected outcomes by wine industry participants.