Martin Hirche

A large-scale investigation into drivers of effective retail strategies for wine

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

Conference Proceedings  |  2022  |  13th Annual Academy of Wine Business Research Conference

Purpose – Little is known about the relationship between distribution and market share in the wine category. Understanding the pat..

Comparing the day temperature and holiday effects on retail sales of alcoholic beverages - a time-series analysis

Martin Hirche, Juliane Haensch, Larry Lockshin

Journal article  |  2021  |  International Journal of Wine Business Research

Purpose Little research on the influence of external factors, such as weather and holiday periods, on retail sales on alcoholic be..

Branding consistency in the Australian wine industry

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

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 ..

An empirical analysis of stock-keeping units deviating from the Reibstein-Farris distribution and market share model: the role of product- and distribution-related characteristics

Martin Hirche

Thesis / Dissertation  |  2018

This research investigates the relationship between distribution and market share for consumer packaged goods (CPGs) by replicatin..

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  |  46th Annual Conference of the European Marketing Academy

Poster with abstract

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