The cellar door: cornerstone of the direct-to-consumer marketing channel

Author: Bruwer, Johan

Abstract: The study examines the role of the cellar door in the direct-to-consumer channel of the Australian wine market. The research findings discussed here are from the first of three research stages, predominantly quantitative in nature, utilising a combination of descriptive and quasi-experimental research designs. The project was funded by the former Grape and Wine Research Development Corporation

Co-author(s): Lockshin, Larry; Saliba, Anthony; Hirche, Martin

Publication: Australian and New Zealand Grapegrower and Winemaker, No. 608, September 2014, pp. 22-26

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