Authenticity of wine is often the decisive reason behind purchase
Business Studies student Nikolay Georgiev has won the Wine Thesis Award for his master's thesis 'In Search for Authenticity: The Case of Wine Back Labels'.
In his thesis Georgiev suggests that the authenticity of a wine could be the
decisive reason for purchasing a bottle of wine. He explains what authenticity
means and demonstrates how consumers have differing views on how to interpret
this.
In order to use authenticity as a unique selling point, the expertise of the
potential buyers and their opinion of what authenticity means is crucial.
The award was presented on Friday 29 November: a cash prize of €1,500 and a trip to the C hampagne region in France. With this award the Wine Commodity Board (Productschap Wijn) hopes to encourage candidates in higher education to work in the wine sector.
The thesis was supervised by Dr Joris Ebbers (International Strategy & Marketing section, Amsterdam Business School).