Bring yourself up to speed by starting with a market or industry report. These secondary research tools define catagories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players.
Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.
You may need to search simply wine, vintners, wineries, wine bars, retail alcoholic beverages. You can search these databases by keywords.
Many industry reports are organized by NAICS (North American Industry Classification System) the relevant codes for this project are 44531 for wine stores, 72241 for drinking places, 31212 for wineries and 42482 for wholesale wine sales
U.S. and global industry market research reports.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Mintel's published market research has been helping leading businesses achieve their goals for over 30 years. As a globally recognised market analyst, Mintel produces hundreds of reports into European, UK-specific and US consumer markets every year. Each report that Mintel publishes provides a unique overview of a market's dynamics and prospects, giving you the knowledge to devise informed and profitable marketing strategy. DO NOT USE IE6
D&B Global Business Browser (formerly Onesource/Avention)
Offers public and private company profiles and screener, industry market research reports from Marketline, Freedonia, Euromonitor and RMA updated with recent news, executive profiles and analyst reports.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only. This resource is a database of demographic, economic, lifestyle, and consumer market information for over 350 markets and 207 countries. Statistics cover consumer lifestyles, retailing, and consumer market sizes and forecasts. The data includes 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. Lifestyle indicators for 71 countries, lifestyle reports for 65 countries, and country profiles for 250 countries are also included.
Global New Products Database (Mintel)
Search by category to see wines introduced in the U.S. market, their packaging and price points.
Books on the Wine Industry
Consider browsing these ebooks on the wine industry for background on how the industry operates. These books have digital rights management attached to them so be kind to your fellow students, don't check them out, but download or copy vital chapters and logout.
CONTEMPORARY WINE MARKETING AND SUPPLY CHAIN MANAGEMENT: A GLOBAL PERSPECTIVE
AMERICAN WINE ECONOMICS: AN EXPLORATION OF THE U.S. WINE INDUSTRY
WINE AND ECONOMICS: TRANSACTING THE ELIXIR OF LIFE.
Update industry reports by browsing an searching trade journals and association web sites. This is where you will find the latest trends, news about regulatory developments and hot topics
General business article databases such as ABI Inform and Business Source Premier bring together relevant articles from a wide range of publishers too.
Beverage Information & Insights Group Get highlights from market research studies. Full text only available to members.
The Wine Institute Advocacy group for California winegrowers
Winebusiness.com Trade publication for wine industry
Wine Spectator Consumer magazine all about wine.
Market research reports are rich sources for understanding consumer behavior around product categories. Mintel and Marketresearch.com are particularly useful for understanding target customers such health conscious individuals.
MRI+ National Consumer Survey is not strong on psychographic data but it does provide reliable demographic and media consumption attributes for consumers.
Scholarly research (discoverable through ABI Inform, Business Source Premier & PsycInfo) on "consumer behavior" "consumer attitudes" purchasing or "decision making" may not always be timely but it is typically reliable.
If you use market research found on the free web, do due diligence to make sure the research is high quality. You can use some well recognized social science research organizations such as Pew as a model.
ESRI (contact firstname.lastname@example.org for access) offers demographic data and a proprietary market segmentation scheme called Tapestry.
You may find some very interesting results by googling. Be discriminating about using reports that don't source data presented. Whenever appropriate seek out underlying source data. See Business Sources: How to Evaluate Them
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files. Licensed for academic uses only. May not be used for commercial uses.
ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool. Access courtesy of the Department of Geography & the Environment. For username & password contact email@example.com. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder as it may land there). Account administration may take up to 3 days.
MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage. Only currently enrolled faculty, students and staff may use this resource for academic research and teaching. Commercial use of this data is not permitted.
Registration with a Villanova email address is required. Follow these registration instructions
Find articles about consumer behavior
Find demographic information from the Census
Laws & Regulations
Alcohol sales are generally regulated by states, necessitating researching laws and regulations on a state by state basis. While you are not expected to give legal advice, these sources should provide some guidance as to relevant laws and regulations. Federal authorities regulate imports and impose federal taxes as well. These reliable and authoritative sources provide the guidance of regulation and taxation of wine in the U.S.
Tax Foundaton Facts & Figures 2016 (survey & ranking of state excise taxes on wine)
Alcohol Beverage Authorities in the U.S.
Alcohol and Tobacco Tax and Trade Bureau Wine Page
In addition search the following legal databases for emerging laws concerning the sale of wine.
Lexis Nexis Academic
Now Nexis-Uni. Provides full-text access to a wide range of news (national, international, regional, business, legal, and foreign language), business (company financial news and information, accounting, auditing & tax information, industry and market news), and legal (law reviews, federal case law, state legal research) sources. It also features news transcripts, the U.S. Code, Constitution & Court rules, state and country profiles, medical abstracts, and reference & directory sources.
"LexisNexis online services and the materials contained therein are under copyright by LexisNexis. All rights reserved. No part of these Services may be used except for research purposes, and the Services may not be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the LexisNexis Academic Library Solutions. Materials retrieved from the Services may not be duplicated in hard copy or machine-readable form without the prior written authorization of LexisNexis Academic & Library Solutions, except that limited reproduction of output is permitted solely for individual use by the Authorized User or internal distribution within the Subscribing Institution in accordance with the terms of this Agreement unless further limited or prohibited by the Copyright Act of 1976. Under no circumstances may the Materials or any portion thereof be used to create derivative products or services."
Search for scholarly articles or use the radio button to search in cases only.
Ad$pender is a tool for generating reports on advertising expenditures across twelve media including TV, cable, magazines, newspapers, radio, outdoor and internet display on the level of industries, categories, brands, products and advertisers going back to 2007.Advertising Age Datacenter
News, reports and statistics about the advertising industry. For off campus access follow these instructions.Catalog at FalveyKeyword
searches in the Library's catalog are good starting points when first exploring a topic. Search results can be narrowed with facets
such as topic, era, language
. Facets are located on the right hand side of the results screen.Encyclopedia of Global Brands
Model articles that provide comprehensive brand analyses covering brand origin, elements, identity, strategy, equity & outlook.Encyclopedia of Major Marketing CampaignsWARC
Case studies, news and data on global marketing and advertising.e-Marketer
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.