China emerges to be one of the largest wine importing and wine consumption countries in the world. With the rapid growth of Chinese wine market, it becomes an essential issue to understand the wine importing and distribution practices in Chinese wine market. This study was designated in the context of Australian wine trading to China to explore the characteristics of wine importing channels and wine retailing models in China. A semi-structured interview approach was adopted in this study to fulfil the research purposes. 15 Chinese wine industry practitioners were recruited through the 1st wine tourism trip fair in Ningxia, China, in May 2017. Interviews were transcribed and analysed using NVivo 11. The results revealed the features of 8 wine importing channels from Australia to China, and 4 distribution models in the wine retailing market in China. Regarding the wine importing channels, the 8 main importing channels were (1) retailers selected wines directly from Australian wineries; (2) retailers adopted the Original Equipment Manufacturer (OEM) mode to produce wines; (3) supply chain businesses imported wines through their business networks; (4) wine business companies invested in overseas wineries; (5) companies purchased wines from wine exhibitions and fairs; (6) companies purchased wines from Hong Kong and other neighbouring SAR districts; (7) companies imported wines from other wine business operators; (8) companies smuggled wines by transiting from Southeast Asian countries. In addition, 4 retailing models were identified through the interviews, including (1) complete control over the distribution channels; (2) brand franchising and wholesaling; (3) enterprise subscription; (4) retailing through e-commerce and supermarkets. The findings suggested that OEM mode represented the most popular importing channel in present Chinese wine market, whilst the vendor group purchasing was the most profitable distribution models in the retailing market. Implications for wineries and wine business companies were also provided in the paper.

The study examines physiological and neuronal processes of 26 inexpert wine drinkers in order to understand how consumers judge and choose wines during product experience. We analyzed if an increase in the beta band activity can be related to reward process and individual preference for a wine. We predicted that tasting different wines influence participants' preferences and beta band activity. We also hypothesized that high beta band activity would be related to preferences for a wine. The results confirmed that 1) tasting different wines modulate individual preferences and beta band activity and 2) the higher preferences for a wine corresponded to a stronger decrease in beta band oscillations.

Using social network analysis, the current study examines the image of a unique festival in a well-established tourist destination on the East coast of the United State of America, the Myrtle Beach area of South Carolina. Social Network Analysis (SNA) emphasizes the importance of constructing interconnectedness among concepts and knowledge networks in respondents’ minds (Hanneman & Riddle, 2011; Scott & Carrington, 2011). The technique visualizes complicated perception of tourists in a most simple but scientific way. Using concept maps and degree centralities derived from social network analysis as well as dendrograms, this study provides insights on wine and food festival in Myrtle Beach Area. Together with cluster analysis, the SNA suggests unique contributions to the understanding of tourist behaviour in tourism destination research.

This study investigated the quality characteristics and antioxidant activities of Makgeolli (a traditional Korean rice wine) made with Etteum bell flower root (0.5, 1, 1.5, and 2% with steamed rice) during fermentation. The pH values of Makgeolli with Etteum bell flower root powder decreased after 3 days of fermentation and then increased after 5 days of fermentation. Sugar content decreased after 3 days of fermentation. Color evaluation showed the L values of these drinks decreased during fermentation, whereas a and b values both increased. The alcohol content of Makgeolli increased after fermentation, reaching a maximum concentration of 7.90-8.07% by the end of fermentation. Total phenolic compound contents and DPPH radical scavenging activities increased as the ratio of Etteum bell flower root increased. Sensory scores of Makgeolli fermented with 1.5% Etteum bell flower root ware greater than those of Makgeolli prepared by other treatments. Therefore, Makgeolli added with 1.5% Etteum bell flower root added considered to be the most suitable for manufacturing.

Despite its innovative and avant-garde reputation, the luxury industry initially began showing a very low commitment to new online marketing tools and it held a conservative approach to selling when compared to other sectors. Nowadays, the context has dramatically changed and luxury brands are approaching with an increasing interest social networks as well as the online selling. This research aims to clarify the current strategic approaches of the players in the different luxury markets towards the social commerce phenomenon, from both a theoretical and an empirical point of view. The purpose is to test a framework that can be used to classify luxury companies’ strategies regarding social media adoptions based on actual theories on social media. Four strategies related to the social media adoption by luxury brands have been identified: the Social brand ambassadors strategy class (low promotional content percentage and low social commerce score) includes those brands that use social media for entertainment and user engagement; the Social showcases strategy (high promotional content percentage and low social commerce score) includes those brands that use their social accounts as online catalogues; the Social infotainers strategy (low promotional content percentage and high social commerce score) includes those brands that scored high in social commerce, mainly because of the provision of informative content and brand–consumer interactions, but they were linked to more entertainment-oriented actions rather than product-related ones. Finally, the Social sellers strategy (high promotional content percentage and high social commerce score) includes those brands that have integrated social commerce into their online strategies and have subsequently exploited the potential of social media to drive online and offline sales. The database is built using original data from a content analysis of 100 luxury brands’ postings on five different social media platforms – namely Facebook, Twitter, YouTube, Instagram, and Pinterest. The total final sample included 12,132 Facebook posts, 21,216 tweets on Twitter, 1,105 YouTube videos, 10,138 Instagram pictures/videos, and 117,359 Pinterest pictures. The main findings are the following: luxury brands adopt at this stage the Social brand ambassadors and Social showcases approaches; brands belonging to the perfumery, cosmetics, jewelry and watches markets show a more developed attitude towards the social commerce; in other luxury markets, such as wine and spirits, brands still adopt a Social Brand Ambassador strategy, while managers should increase the promotional content in order develop the social commerce. The Fashion & Accessories brands show a positive relationship between the percentage of promotional content and social commerce score. This means that social commerce adoptions depend on the single brand’s strategic choices, ranging from low adoption to best practices. In general, social commerce is still not widespread; many luxury fashion brands, while presenting new collections during fashion weeks, focused on fashion shows, backstage events, and celebrities, rather than really promoting the new product lines with materials, availability, and purchasing indications. This social media approach is mainly focused on increasing brand awareness rather than increasing social commerce. If managers aim at increasing social commerce they should add direct call to action and link the contents to e-commerce market place. Automotive brands are concentrated in the Social showcases area; This sector encounters natural limitations in the introduction of social commerce due to the difficulty of selling products through the digital channel; many brands have, however, devised strategies to approach their users during the purchasing process prior to the actual transaction to take advantage of the increasing ROPO phenomenon. Conversely, the Perfumes & Cosmetics sector shows a highly fragmented approach to social commerce. The content analysis based on single post contents has shown that actually the contents are based on pictures of the products, or the brand, information on events, and a large and increasing presence of video posts based storytelling about the history of the product and the brand heritage; the most social commerce oriented posts are picture or video focused on the product. The commercial contents that aim at developing the see now, buy now approach are mainly based on video shows.

This study investigated the quality characteristics and volatile flavor components of aronia wine (Aronia melanocarpa (0~100%)). After 12 days of fermentation, the alcohol contents of aronia wines ranged between 9.0~12.0%. The pH level and total acidity of aronia wines were 3.20~3.68 and 0.57~0.76 g/100 mL, respectively. The organic acid analysis of wine containing 100% aronia, revealed malic acid content at 3.70 mg/mL, followed by tartaric acid, lactic acid, and citric acid. As the aronia content increased, both the total polyphenol content and the antioxidant activity (the DPPH radical scavenging activity) also significantly increased. The total polyphenol content was the highest in the wine with 100% aronia (461.33 mg%), and the antioxidant activity showed the highest values in the wine with 100% aronia (91.91%). Volatile flavor component analysis of aronia wines identified 8 alcohols, 12 esters, 4 ketones, and 7 other compounds. In the sensory evaluation, the color, flavor, and taste of wine with 20% aronia showed higher values than other aronia wines. Based on the results of the present study, we suggest that 20% aronia is most beneficial in improving the quality as well as sensory characteristics of the wine.

This study was designed to investigate the contents of icariin during ripening of Epimedium koreanum with sugar and Soju (25, 30, and 35% alcohol contents) using a homemade method. Contents of icariin of Epimedium wine were examined using high performance liquid chromatography. Icariin levels in Epimedium wine increased during the first 3 days of storage; after 6 days, icariin contents decreased gradually until 30 days. Contents of icariin in Epimedium wine by storage temperature (5 and 20°C) were not different during storage. After 30 days, icaiin was not detected in all tested Epimedium wines. Epimedium wines were assessed for 1,1-diphenyl-2-picrylhydrazyl (DPPH) radical scavenging activity, 2,2'-azinobis( 3-ethylbenzothiazoline-6-sulfonic acid) and (ABTS) radical scavenging activity. DPPH and ABTS radical scavenging activities increased in early storage periods, however, after 6 or 9 days, activities decreased gradually.

The physicochemical properties of dry wine produced from domestic kiwifruit according to production year from 2008 to 2012 were studied. pHs of wine were from 4.02(F wine, production year 2009, sterilized) to 4.11(D wine, production year 2012, non-sterilized) and their acidities were lowest in D wine(0.79%) and highest in F wine(1.18%). All the wines have the same soluble solids of 8 °brix and 12% of alcohol, respectively. The reducing sugar was lowest in A wine(production year 2008, non-sterilized) and highest in D wine. The lactic acid was detected as a main organic acid and the free sugar was detected only fructose. As main flavor components, ethyl acetate and 1-pentanol were detected and their sum of 80~90% and a small amount of phenylethyl alcohol which providing rose-like aroma was also detected. The contents of soluble phenolics were highest in D wine(1.07 g/L) and lowest in C wine(0.80 g/L), corresponding to the antioxidant activity was highest found in D wine according to their soluble phenolic contents.

본 연구는 추출물 농도에 따른 생리활성물질의 용출량을 측정하기 위해 전자공여능과 총 폴 리페놀 함량을 측정한 결과이다. 전자공여능은 추출물의 첨가 농도가 15%인 경우는 21.81%로 나타났 고, 35% 농도에서 40.45%로 가장 높았다. 한약재의 첨가 농도가 증가함에 따라 전자공여능은 유의적으 로 증가하였다(p<0.05). 가장 높은 35% 첨가 농도에서의 40.45% 공여능은 이보다 더 낮았으므로 전자 공여능은 미약한 것으로 생각된다. 총 폴리페놀함량은 한방약술 15%에서는 113.89±1.79 ㎍ GAE/㎖로 나타났고, 한방약술 35% 에서는 274.24±0.71 ㎍ GAE/㎖로 나타나서 첨가물의 농도 증가에 따라 총 폴리페놀의 함량도 유의적으로 증가하였다(p<0.05). 추출물 농도가 30%에서 총 폴리페놀 함량의 증가 폭이 61.75 ㎍ GAE/㎖로 가장 높았다.

This study was to evaluate the taste of the wine assessment gap analysis to compare the taste of the wine intended for college student wine consumers and wine experts. Research analysis was carried out frequency analysis to the strength of the wine taste a difference in the intensity of the consistency review and wine for the wine flavor between the two groups. According to result, red wine, bitter and salty taste was perceived higher. For white wines are perceived sweetness of wine was sour and higher consumer groups. Body was found that wine experts perceive higher. The Second difficulty is when college student wine consumers selected wine got another show to the lack of information, lack of expertise, price, taste, the combination of food. Another wine on difficult points during the wine expert wine recommendations wine selection, price, prejudices then guest it showed a preference and communication, considering that the customer's budget, customer preferences, taste and aroma, the combination of the food and the customer response was configured. Although the criteria have different tastes for wine through college student wine consumers if future studies presented by symbolic reference to the wine tasting, can be self-objectification of subjective criteria subjective wine experts are wine consumers to take advantage of these data.

This study was carried out to evaluate the basic characteristics of red wine processed from ‘Cheongsan (Vitis amurensis)’ grape cultivar. In order to compare the quality of ‘Cheongsan’ red wine, ‘Campbell Early’ and ‘Muscat Bailey A, MBA’ red wines were also utilized for this study. The pH of the red wines produced from ‘Cheongsan’, ‘Campbell Early’ and ‘MBA’ were 3.1, 3.6 and 4.0, respectively. Tannin, polyphenol, and anthocyanin contents of the ‘Cheongsan’ red wine were 2,939 mg/L, 1,516.2 mg/ L, and 1,882.4 mg/L, respectively. These values were about twice those of ‘Campbell Early’ and ‘MBA’ red wines. The antioxidant level of ‘Cheongsan’ red wine was found to be 5,413.9 mg/L, which was also two times higher than 'Campbell Early' and 'MBA' red wines. Although the acidity of ‘Cheongsan’ red wine is relatively high, ‘Cheongsan’ red wine contains a lot of tannin, matures over an extended period of time and has excellent antioxidant properties. These results indicated that 'Chengsan' grape could be an excellent source for production of high quality red wine.

The use of wine vessel Measure words in ancient Vietnamese inscriptions is very complicated. These characters are some examples which are recorded wine vessel quantifier in ancient Vietnamese inscriptions, such as, yu (􄘃)􀉾yu (􂙪)􀉾yu (􃮚)􀉾yu ( )􀉾yu ( )􀉾bo (􆆣)􀉾bo ( )􀉾bo ( )􀉾 cheng (􂜖)􀉾cheng (􂎉)􀉾xiu (􄻟)􀉾xiu ( )􀉾xiu ( )􀉾xiu ( )􀉾xiu ( )􀉾 xiu (􁼯)􀉾hu (􂠻)􀉾hu (􂠸)􀉾hu (􅀢)􀉾ping (􂚫)􀉾lu (􇿪)􀉾weng (􄑖)􀉾zhai (􆺌)􀉾 zhai ( )􀉾jing (􂫒)􀉾ping (􂞁) and zun (􃥾). Above words are compared and analyzed with the use of wine vessel measure words in Chinese. We found measure word Characters for Vietnamese wine vessel are influenced by China. This kind of phenomena reflects Chinese character being studied imitated and innovated by Vietnamese in the course of spread.

주박추출물을 첨가한 사과식초의 효율적인 초산발효를 위한 최적조건을 검색하고 그 품질을 조사하였 다. 정상적인 초산균의 생육을 취한 사과식초 사입액의 초기 acetic acid과 ethanol의 농도는 각각 3.0%와 6.0%였다. 사과식초 사입액에서의 초산균의 생육적온은 27℃이였고, 24℃보다 30℃에서 배양 하는 것이 초산생성능이 우수하였다. 초기 주박추출물 농도가 8.0%일 때 초산생성정도가 가장 높게 나 타났다. 초산균은 주박추출물의 첨가농도가 높을수록 유도기가 짧아져 생성되는 초산의 함량이 증가하 다가 8.0%이상의 주박추출물이 첨가되면 유도기가 길어져 생성되는 초산의 함량이 감소하는 것을 확인 하였다. 8.0%의 주박추출물을 첨가하여 발효시킨 사과식초는 대조구에 비해 유도기를 2일정도 단축시 킬 수 있으며 발효 중의 당도변화가 대조구와 거의 차이가 없었다. 유기산 함량을 분석한 결과, acetic acid와 malic acid가 주된 유기산으로 검출되었고 주박추출물을 첨가한 식초에서의 함량은 각각 8,416.9mg%, 103.5mg%로 대조구보다 높게 나타났다. 따라서 8.0% 주박추출물, 3.0% acetic acid, 6.0% ethanol을 첨가한 초기 사과식초에 균을 접종하여 27℃에서 발효하는 것이 발효기간을 단축할 수 있으며 초산과 사과산의 함유량이 높은 식초를 제조할 수 있다.

최근 소비자들은 생활수준 향상과 건강, 힐링과 웰빙에 대한 관심도가 높아지면서 와인, 먹는 샘물, 티를 마시는 소비자가 많아지고 있다. 와인, 먹는 샘물, 보이차는 음식과 관계는 물론 질병, 건강, 이⋅미용에 접목되고 있다. 음료의 공통적인 관계는 첫째, 건강부문은 단순히 생리적 기능을 넘어 건강과 힐링의 영향을 미치며, 둘째, 음식부문은 공통적으로 신토불이 원칙이 적용되며, 각각의 함유량 유무 등으로 조화가 달라진다. 향후 와인, 먹는 샘물, 보이차에 대한 중요성이 대두되면서 음료시장의 확대로 다양한 제품들이 출시되면서 소비자들은 지식수준이 매우 부족한 현실이다. 끝으로 음료 정확한 정보를 제공하여 소비자들이 좋은 품질을 구매하는 지침서를 마련하고, 용도에 맞은 와인, 보이차, 먹는 샘물을 추천해주는데 있다.

This study was conducted on wine consumers to explore their behavioral characteristics concerning their drinking frequency of wine, wine selection factors, and difficulties in selecting wines. Data were collected during February 19th 2014 to April 20th 2014. Respondents were students who were taking classes about wine at a University located in the Gyeonggido area. Prior to the analysis, wine consumers were classified based on frequency of consumption: those who consumed wine less than once a month were classified as “Tell me consumers”, whereas those who consumed wine once or more a month were classified as “Engage me consumers.” The wine selection factors of the two groups were as follows: ‘label aspect’, ‘taste and aroma’, ‘use purpose’, and ‘price and recommendation’. Regarding ‘label aspect’ and ‘use purpose’, there were significant differences between the two groups. Regarding difficulties in selecting wines, “Tell me consumers” mentioned the following: ‘experience’, ‘price’, and ‘food pairing’. “Engage me consumers” mentioned the following: ‘ability to identify new wines’ and ‘tastes of others who drink with or oneself’. Classifying domestic wine consumers and their behavioral features of drinking frequency of wine can be used for market segmentation of wine consumers.