Media releases

• Brock study finds developing evangelists as brand ambassadors key to reputation building in the wine industry

  Tuesday, July 26, 2016 | By Brock University

  MEDIA RELEASE:  R00159 – 22 July 2016

  Looking at Ontario’s quest for recognition as a world-class wine region, researchers have found that cultivating evangelism among key audience members, such as wine connoisseurs, media and restaurants plays an important role in spreading the gospel of a winery’s practice and the quality of Ontario wine.

  Maxim Voronov and Wesley Helms, professors from Brock University’s Goodman School of Business, examined how wine connoisseurs — individuals with a high degree of identification with wine culture — became passionate advocates for Ontario wine in their paper “Evangelism and the amazing spread of quality reputation of Ontario winemaking.”

  In the study forthcoming in Academy of Management Journal, they found wineries’ interactions with connoisseurs can foster a deeper connection that may turn these individuals into evangelists — passionate advocates of Ontario wine.

  “Much like going to church, the ritualized tours, wine tastings and events create social interactions that connect evangelists to winemakers and the wine itself,” said Voronov, a research fellow at Brock’s Cool Climate Oenology and Viticulture Institute.

  These ritualized interactions, whether a wine tasting, tour, or winemaker’s dinner, were found to play an important role in generating not only sales among consumers, but in creating devoted advocates for the product.

  Researchers emphasized that these tours and tastings must be more than marketing and must aim to create an authentic relationship between wineries and their guests.

  “This is particularly evident in the Ontario wine industry,” said Helms. “The industry is incredibly mobilized and a passionate force of retailers and practitioners that are all going out and celebrating the achievements of the industry.”

  This discovery was driven by the data when the researchers noticed that during the rapid evolution of the Ontario industry, it wasn’t just a growing consumer base, it was connoisseurs using every tool at their disposal to advocate and promote Ontario wine.

  Helms and Voronov did find that some wineries are doing a better job at cultivating evangelists on behalf of their product, while others could benefit from developing these relationships.

  Voronov and Helms were recently featured on a Conversations with Goodman podcast here, which can be listened to and downloaded on Soundcloud.

  Download full report

  For more information or assistance arranging interviews:
  * Kaitlyn Little, Marketing and Communications Officer, Brock University, klittle@brocku.ca, 905-688-5550 x4471

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  Categories: Media releases

• Brock experts available to comment on extreme heat, drought conditions

  Tuesday, July 26, 2016 | By Brock University

  EXPERT ADVISORY: R00158 – 22 July 2016
   

  With much of Ontario under a heat warning from Environment Canada and the drought conditions getting worse by the day, Brock University has a number of experts available to discuss the implications.

   
  Professor Steven Renzetti is a leading expert on the economics of water. He can speak to the ongoing drought and its potential impacts on our wallets through increased food prices and water charges. Renzetti can discuss the implications of a long-term drought and the impact of water scarcity.
   
  “We’re already seeing the effects of the drought. It’s affecting the timing and quality of crops. That will have an immediate impact, potentially, on the cost of produce in farmer’s markets and in grocery stores. Drought means it is more costly to do business so that can impact households.”
   

  Professor Stephen Cheung is a Canada Research Chair who runs a research lab at Brock with the capabilities of simulating temperatures ranging from -30 degrees to +50 degrees. Cheung can talk about the impact of extreme heat on the human body, the role hydration plays in controlling body temperatures, and the best strategies for keeping cool for athletes, workers and the general public.
   
  “You should really be careful about heavy exercise and being out for longer than usual. Even elite athletes will be impaired in the heat so you shouldn’t be expecting the same type of endurance that you may have, no matter how fit you are.”
   

  Julia Baird is a research associate at Brock’s Environmental Sustainability Research Centre whose research focuses on environmental governance in relation to water resources and climate change. She can discuss the resilience of farmers and the social and environmental systems in place to help endure droughts and other climate-related disturbances.
   
  “Indications are that these disturbances are just going to become more common and more severe over time with climate change. There are ways you can prepare for these things so you are better able to withstand or endure.”

  Renzetti, Cheung and Baird are all available to speak with the media.

  For more information or for assistance arranging interviews:

  * Dan Dakin, Media Relations Officer, Brock University ddakin@brocku.ca, 905-688-5550 x5353 or 905-347-1970

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  Categories: Media releases