Faculty Advisor

Bulled, Nicola

Faculty Advisor

Skorinko, Jeanine LM

Project Center

Cape Town, South Africa


New wine producers in South Africa struggle to enter the established domestic wine market. This project investigated the importance of identity in wine consumption. We conducted a survey (n=102) to assess drivers of consumer-brand identification, a paired comparison of wine labels (n=59), and interviewed industry experts (n=10). Results indicate that identity does have an influence on consumer wine preferences, with black consumers identifying with labels displaying South African traits. Additionally, brand prestige, social benefits, distinctiveness, and warmth influence wine purchasing preferences more generally. New producers should market their distinct identities (black, female) as they reveal warmth and familiarity to certain consumer segments, and can drive brand distinctiveness.


Worcester Polytechnic Institute

Date Accepted

December 2017

Project Type

Interactive Qualifying Project



Advisor Department

Interdisciplinary Programs

Advisor Department

Social Science and Policy Studies