PREFERENCES IN WINE CONSUMPTION IN MEXICO, WINE TOURISM AND CHANCES OF SUCCESS FOR WINEMAKERS ENTREPRENEURS

Abstract

The aim of this study was 1) to know the preference in consumption of domestic and foreign wine by consumers at a local food and wine event “Contest of Paellas”, 2) to obtain reference to the knowledge of the brand “Cielo, Mar y Tierra” of micro winery Vinart, and finally 3) design a competitive strategy through SWOT method. A sample of 50 questionnaires were collected by self-administered form to wine tourists. The results provide new empirical knowledge about how SWOT helps to know the national consumer preference and generate competitive strategies for winemaker’s entrepreneurs about wine tourism: creating a web site, establishment of a business philosophy, developing a strategic marketing plan, participation in enogastronomy events, conducting market research, penetration into new consumer markets, acquisition of land for cultivation of the vine, promoting partnerships with other wineries, and promoting consumption of domestic wine.