The prices of premium brands of Single Malt Whisky have risen during the last years and the demand as well. The objective of this research is to check if a trading-up phenomenon can be observed within the industry and in which circumstances the clients are willing to pay more for premium brands of Single Malt Scotch Whisky given (1) situation of purchase (for yourself; for the birthday of a good friend; for a nice dinner to share with friends; for a present for your boss; for a party with friends who are non-connoisseurs); (2) distribution channels used to sell those premium brands (duty-free; Specialty Store and Super-market); (3) socio-demographics variable; (4) level of expertise and (5) for specific whisky attributes (among 14). The main results show that a consumer is willing to pay a higher price premium for his boss than for his friends. Attributes used to select whiskies are not the same depending the channels. In a specialty store, the premium factors the industry should develop to charge price premium are the cask number, bottling by independent or for commemorative event and bottles coming from closed distilleries whereas in duty-free, independent bottling, vintage and cask's origin and bottling for a specific country are key attributes. For Supermarket, private label is a way to charge higher price. Level of alcohol should not be too high. Level of expertise is strangely not influencing the willingness-to-pay price premium.

This paper examines relationships between experience and behavioral loyalty in the wine sector drawing on 618 Greek and French respondents. Being a member of a group provides a sense of belonging that increases behavioral loyalty. Implementing communities and advertising them via a social media communication program may build behavioral loyalty.

Despite the sales increase of wine in Korea, still fewer Koreans consume wine with Korean food and many Koreans believe that Western food pairs well with wine (Goodman, 2009; Lee, Zhao, & Ko, 2005; Stephens, 2003). This could reduce the opportunities of wine consumption in Korea and critically influence the future growth of Korean wine market. Therefore, this study aimed to develop Korean food and wine pairing criteria. According to the literature review, there is no cultural difference in people’s taste perception, but from the daily diet, people develop different taste preference (Bertino, Beauchamp, & Jen, 1983; Druz & Baldwin, 1982; Laing et al., 1994; Prescott et al., 1993; Prescott et al., 1997, 1998; Yamaguchi, Kimura, & Ishii, 1988). The preference gap is more obvious for beverages than foods (Chung et al., 2012). Food and wine pairing have evolved throughout the Western culinary history. Therefore, the pairing criteria are deeply connected with Western cuisine. As Korean food has its own flavour profile and Koreans have had different dining culture, it is unclear if the criteria are applicable to Korean palates. However, there is scant previous research on Korean food and wine pairing. This is an exploratory study using sequential mixed methods. The qualitative study was done first by performing twelve one-on-one interviewees and one focus group interview. The features influencing Korean food and wine pairing were discovered from the qualitative study. Then, the quantitative study followed by a questionnaire survey of Korean wine consumers. 151 questionnaires were distributed and 138 valid responses were achieved. The qualitative results were tested and generalised from the quantitative study. Hot spiciness, strong flavours and hot food temperature were identified as three unique characteristics. They were all hindrances to wine pairing according to the Western criteria. Wine-friendly Korean dishes commonly did not include those features. However, Korean daily diet has developed Koreans’ different wine preference. There was a segment of Korean wine consumers who enjoy the burning sensation in the mouth and prefer to match tannic red wine to hot spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Seven criteria were from the Western criteria that could be applicable to Korean food. Two criteria were newly identified from this research. This study demonstrates Korean food and wine pairing criteria focusing on Koreans’ five primary tastes (e.g. sweetness, sourness, saltiness, bitterness and hot spiciness). However, there are other elements such as textures and flavours generated from a variety of cooking methods, fermented seafood sauces and spices. Thus, further researches are required to complete the criteria. In addition, an experimental study could further confirm the result of this study.

This research compares the nature and effectiveness of different approaches to alcohol marketing regulation in Europe using the cases of UK and France. Both countries have well-established yet contrasting regulatory frameworks. This paper provides an analysis of the French (Loi Evin) & UK (ASA/CAP & PORTMAN GROUP) codes of alcohol marketing control. We critique the structure in the regulatory processes of each country in specific relation to the control alcohol marketing. Our research provides much needed insights into the relative merits and demerits of different regulatory systems in terms of codes of practice self-regulation, and alcohol marketing legislation. The findings are important in terms of policy and practical implications for alcohol marketers, regulators, health organizations and consumers.