WINE: MARKER OF SOCIAL CHANGE
A project investigating the role of wine as a significant marker of societal, and market, change in societies which are not traditionally wine drinking.
A project conducted by
Tim Beal and Michel Rod
Asia:NZ Foundation – Big Issues Grant 2007
Victoria University of Wellington
Faculty of Commerce and Administration
School of Marketing and International Business
This site was last amended 31 March 2019
- Report to the Asia: NZ Foundation on the project
This project has now effectively been completed. However the topic is by no means exhausted –China, South Korea, and India are counties of particular interest - and the project may be revived if further funding becomes available.
Wine drinking in Japan and Singapore: Key lessons for New Zealand
“Wine: Marker of Social Change” is a project investigating the role of wine as a significant marker of societal and market change in societies which are not traditionally wine-drinking. The research has focused on Japan and Singapore and conducted by Dr Tim Beal and Dr Michel Rod of the School of Marketing and International Business at Victoria University Wellington. It was funded by an Asia:NZ research grant.
Asia:NZ Online recently caught up with Dr Beal to discuss some of the broad themes and lessons for New Zealand that have emerged from this research. Dr Beal said that there were similarities with wine markets in the rest of the world. “Japan and Singapore are cluttered, highly competitive markets for wines, for alcohols, and beverages generally.”
- Academic papers and articles emanating from the project
- Project overview
Asia:NZ Foundation on the project
Wine is an important export commodity for New Zealand and the industry claims that it will reach the $1 billion mark by 2010. Already exports are over $700 million, from 75 million litres of high quality wines. New Zealand winemakers have already confirmed participation in the Hong Kong International Wine Fair, which makes its debut in August 2008.
Wine: Marker of Social Change is a project investigating the role of wine as a significant marker of societal and market change in societies which are not traditionally wine-drinking. The project is conducted by Tim Beal and Michel Rod of the School of Marketing and International Business at Victoria University Wellington and is funded by one of Asia:NZ’s research grants, the Big Issues Grant 2007.
- The researchers
Some information about the researchers, Tim Beal and Michel Rod.
Japanese version by Kaori Takeda
- Advice, cooperation, and participation
During the course of this project we have received valuable advice, assistance and participation from a number of people in New Zealand, Japan, and Singapore
Fieldwork in Japan 11-22 October 2008
We are very grateful for all the help and cooperation we received for our Japan fieldwork.
- Photo gallery
A selection of photos from the Japan fieldwork
- Schedule for Japan
Those who participated, either as interviewees or as focus group members
Generic questions for Japan
A list of questions intended to be the starting point for interviews in Japan. In general, interviews tend to follow their own course and to be led by the experience and interests of the interviewee. The questions here merely indicate some of the ground we would like to cover.
Focus groups in Japan
Four focus group meetings were arranged for us in Japan – three in Tokyo, one in Kansai. This note explains the purpose and structure of the meetings and gives a lists of possible questions to be discussed
Japanese version by Mariko Fukui and Kaori Takeda
A Japanese cartoon character's proving more influential than real living, breathing wine critics.
Radio NZ programme about the manga series Kami no Shizuku,/Les Gouttes de Dieu/Drops of God
Fieldwork in Singapore 3-5 November 2008
We are very grateful for all the help and cooperation we received for our Singapore fieldwork.
- Photo gallery
A selection of photos from the Singapore fieldwork
- Outline schedule
- Generic questions for Singapore
A list of questions intended to be the starting point for interviews in Singapore. In general, interviews tend to follow their own course and to be led by the experience and interests of the interviewee. The questions here merely indicate some of the ground we would like to cover.
- Focus group
We had one focus group in Singapore. This paper gives an overview and a list of initial questions
Fieldwork in New Zealand
This is ongoing. If you wish to participate please contact us
As at 26 November 2008
ARTICLES, SITES, and DOCUMENTS
Links to wine-related articles and sites.
We are particularly grateful to Jim Tait of NZTE for his suggestions
Expanding the project
In late December 2009 we conducted exploratory interviews in the Niagara wine region of Canada
During October 2010 Tim Beal was Visiting Fellow at the Center for Regional Economic Studies, Korea Institute for International Economic Policy, Seoul working on a project entitled Korea's FTAs and their implications for the Korean wine market. While at KIEP he produced a Working Paper (which will be published soon) and gave lectures on the topic at two leading universities in Seoul
Korea's FTAs and their implications for the Korean wine market
Tim Beal, Val Lindsay, and Lay Peng Tan are exploring funding to study the wine market in China.
Return to Tim Beal's homepage