Martin Hirche

Branding consistency in the Australian wine industry

Martin Hirche, Tayla McKenzie Jeffery, Giang Trinh, Larry Lockshin, Margaret Faulkner, Bill Page, Johan Bruwer

Conference Proceedings  |  2019  |  Conference Proceedings of Australian & New Zealand Marketing Academy (ANZMAC) Conference

The Australian wine industry consists of over 20,000 brands, providing a myriad of choices across and within brands. Various extri..

Measuring SKU performance beyond distribution breadth

Martin Hirche, Larry Lockshin, Simone Loose, Magda Nenycz-Thiel, Luke Greenacre

Conference Proceedings  |  2019  |  Conference Proceedings of Australian & New Zealand Marketing Academy (ANZMAC) Conference

This research investigates the relationship between distribution breadth and market share for stock-keeping units (SKUs) by replic..

How can a wine brand compensate for limited distribution?

Martin Hirche, Larry Lockshin

Journal article  |  2018  |  Wine and Viticulture Journal

Distribution plays an important role in the sale of consumer-packaged goods such as wine. It is a vital marketing concept serving ..

Extending Farris: SKU characteristics - defining their position on the market share-distribution curve

Martin Hirche, Larry Lockshin, M Nenycz-Thiel, L Greenacre, S Loose

Conference Proceedings  |  2017

Hot weather – cool drinks: Is day temperature associated with retail sales of alcoholic beverages?

Martin Hirche, Juliane Haensch, Larry Lockshin

Conference Proceedings  |  2017

Purpose – Little research on the influence of external factors, such as weather and holiday periods, on retail sales is available ..

Regional destination image perception of tourists within a winescape context

Johan Bruwer, Marlene A Pratt, Anthony Saliba, Martin Hirche

Journal article  |  2017  |  Current Issues in Tourism

This study's purpose is to conceptualise a wine regional destination's perceived image, in the process integrating multiple theori..

Do SKU characteristics affect the deviations from the market share predicted by distribution?

Martin Hirche, L Lockshin, S Loose, M Nenycz-Thiel, L Greenacre

Conference Proceedings  |  2017

How do retail distribution and market share measures relate in the wine category? A conceptual outline and speculation based on current knowledge

Martin Hirche, Larry Lockshin, Luke Greenacre, Magdalena Nenyez-Thiel

Conference Proceedings  |  2016

Purpose - This paper attempts to draw a conceptual outline of how the market share – distribution relationship may be characterise..

9th Academy of Wine Business Research Conference Proceedings

Johan Bruwer, Larry Lockshin, Armando Corsi, Justin Cohen, Martin Hirche

Conference Proceedings  |  2016

Trial-purchase-repurchase of the brand: How does a cellar door visit impact future sales?

Johan Bruwer, Larry Lockshin, Anthony Saliba, Martin Hirche

Journal article  |  2015  |  Wine and Viticulture Journal

The cellar door as a catalyst for wine consumption and multiplier of sales in the Australian wine market-Interim Report 2

Johan Bruwer, Anthony Saliba, Martin Hirche

Report  |  2015

This project develops a better understanding of wine consumers’ purchase and consumption patterns before, during and as a conseque..

The cellar door as a catalyst for wine consumption and multiplier of sales in the Australian wine market: final report

Johan Bruwer, Larry Lockshin, Anthony Saliba, Martin Hirche

Report  |  2015

This project develops a better understanding of wine consumers’ purchase and consumption patterns before, during and as a conseque..

The cellar door: Cornerstone of the direct-to-consumer marketing channel

Johan Bruwer, Larry Lockshin, Anthony Saliba, Martin Hirche

Journal article  |  2014  |  Australian and New Zealand Grapegrower and Winemaker

Buying a Product for an Anticipated Consumption Situation - Observation of High and Low Involved Wine Buyers in a Retail Store

Martin Hirche, Johan Bruwer

Journal article  |  2014  |  International Journal of Wine Business Research

Purpose – The purpose of this study is to measure the product involvement of wine buyers and to examine relationships with anticip..

Australian wine industry cellar door research study 2013

Johan Bruwer, Larry Lockshin, Anthony Saliba, Martin Hirche

Report  |  2014

The overall purpose of this research project isto develop a better understanding of wine consumers’ purchase and consumption patte..

Baseline distribution metrics for Australian wine entering the Chinese market

Johan Bruwer, Martin Hirche, Chang Liu, Hao Yang, Xiaocen Chen, Supasit Peanchitlertkajorn

Journal article  |  2012  |  Wine and Viticulture Journal

This paper highlights some of the problems unique to the Chinese wine market, and how Australian producers might use the results o..

A study on retail and distribution bottlenecks and other barriers to access China's market for Australian wine

Martin Hirche, Chang Liu, Xiaocen Chen, Supasit Peanchitlertkajorn, Hao Yang

Report  |  2011

This study discusses the nature and barriers of Australia’s wine access to the Chinese market, grounded on a web-based survey amon..

Post aus Australien - In den Fängen des starken Dollars

Martin Hirche

Journal article  |  2011  |  Weinwirtschaft