Introduction

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Mapping and Analysis of the Existing Brand Knowledge and Brand Image of Greek Wine 12.01.2009 Top-Level Analysis & Conclusions

Introduction The current document presents the top-level conclusions relating to the Existing Brand Knowledge and Brand Image of Greek wine in both the Greek and the international markets. Its findings are based on the correlation of all elements of the following separate analyses, studies and surveys:

. Analysis of Global Public Rhetoric on Wines from Greece1

. Analysis of Greek Public Rhetoric on Greek Wines2

. Global and Greek Wine Experts Survey on Greek Wine3

. Journalist Interviews on Greek Wine Brand Image4

. Online Survey of Greek Wine’s Brand Image & Identity5

. London Market Mystery Shopping for Wines From Greece6

. Online Shopping Review of Top UK Online Wine Retailers 7

. Identification of Global Public Rhetoric & Knowledge Sources on Wine 8

The findings presented in this document are also contained visually and contextually in the two separate maps9 that were presented and analysed to EDOAO on the 23rd of December 2008.

1 Analysis - Global Public Rhetoric on Wines from Greece - cl. EDOAO - 20.10.2008: 103 page document analysing content extracted from 2,000 articles and entries 2 Analysis – Greek Public Rhetoric on Greek Wine - cl. EDOAO - 28.11.2008: 32 page document analysing content extracted from 300 articles and entries 3 41 filled in questionnaires and 4 excel sheets correlating and clustering results 4 Journalist Interviews - Greek Wine Brand Image - cl. Greek Wine Association - 24.11.2008: 22 page document parathesising and analysing responses from 9 interviews with international journalists 5 281 filled in questionnaires and 1 excel sheet correlating clustering results as well as a datamine.it Analysis Report of entity mathematical correlation 6 Greek Wine Mystery Shopping - London Market - cl. Greek Wine Association - 31.10.2008: 62 page document parathesising and analysing the findings of an extensive mystery shopping process that took place in London 7 Wine Online Shopping Review - Top UK Online Wine Retailers - cl. Greek Wine Association - 31.10.2008: 109 page document parathesising and analysing content and functionalities of UK’s top online wine retailers 8 Wine Sector - Global Public Rhetoric & Knowledge Sources - cl. Greek Wine Association - 18.07.2008: 55 page document identifying the top global public rhetoric and knowledge sources 9 Wines From Greece - Global Public Rhetoric Matrix & Wines From Greece - Greek Public Rhetoric Matrix: 2 separate maps presenting all findings in a contextual and clustered framework of 892 branches / elements

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It should be noted that brand image elements are categorized according to the Wine Brand Image Model, a conceptual branding tool devised for the purposes of the project and described in Deliverable 1.2: Comparative analysis of countries markets regarded as competitors of considered cases of excellence, Appendix 2.

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Existing Brand Knowledge and Brand Image of Greek Wine in the Global Market Significant registered concepts Entities

Wines from Greece do not constitute a single entity in the global public rhetoric and dialogue. There are three separate entities that form the wider perceptual matrix about wines from Greece:

. Retsina: This is the historically most dominant entity as it is the most widely discussed and referred to wine from Greece. It has been the exclusive dominant entity before 1990 where it was considered synonymous to Greek wine. In the period 1990-1999, retsina did not decrease so much in its share of references to wines from Greece but became the principal reference context in a wider variety of entities. Currently retsina is still a stereotype and treated as such, yet remains the reigning entity in the global public rhetoric domain.

. Local house wines: The global public rhetoric domain is occupied by an extremely large number of articles relating to travel experiences from Greece. Within this wide spectrum and the more relevant sub-spectra such as Greek culinary experiences, local house wines have created their own unique space. They are anonymous yet they are prominently featured almost in every single mention about travel and holidays to Greece. As such, they are considered to be the second most important entity in the global public rhetoric domain relating to wines from Greece.

. Contemporary Greek wines: The third and apparently less dominant entity is referring to contemporary Greek wines. Those are closely attached to the indirect concepts of a new generation of wine-growers that have worked towards an uncelebrated yet existent Greek wine renaissance. Contemporary Greek wines have also emerged as an entity through a looser association with the increased frequency of mention to the Mediterranean diet. It is the weakest of the three entities and has historically appeared in 2000-2008. It should be noted that contemporary Greek wines are always accompanied with references to retsina in order to differentiate them from the latter.

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It is apparent that retsina has stigmatised wines from Greece in the global public rhetoric domain. It is an entity that has been featured on its own, alongt with local house wines and contemporary Greek wines. Therefore, retsina is still there and is the primary reference context when international commentators mention wines from Greece.

Clustered with

Wines from Greece are on occasions mentioned alongside wines from other countries. Therefore, they are clustered with specific countries in order to emphasise or contextualise comparisons.

It is noted that wines from Greece are not up to standards of French wines or Californian wines. This is not such a major observation in terms of its comparison, yet it is important to note that US publications make the arbitrary comparison to Californian wines. Thus qualitatively, wines from Greece are ranked at a lower level than not only the top wine-making country of France but also the region of California.

Most importantly, wines from Greece are not considered something to take away from the country as opposed to French, Spanish and Italian wines. This comparison is very essential since it has detracted a crucial value element from wines from Greece.

On a more positive note, wines from Greece are portrayed as possessing originality such as wines from Portugal, Spain, Austria and the Eastern Europe. They are on occasion featured as equally attractive as Italian and Spanish wines yet this is done when commentators are efforting to emphasise their own expressed surprise. There is also a tendency to feature wines from Greece good yet unknown in the same manner as Austrian and Swiss wines are. Interestingly, wines from Greece are considered exciting when compared to South African wines and possessing distinctive tastes compared to European wines and distinct terroirs such as Hungarian and Argentinean wines.

It is also frequently mentioned that Greek wine-making cannot compete in terms of volume with Italy, France, Spain and Australia. On more esoteric industry features, it is also mentioned that Greek vineyards produce much less per acre than French and Italian equivalents.

Finally, it should be noted that there are frequent mentions to Greece’s wine-making tradition which is longer than its more famous

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European neighbours. This is a fallacy stemming from wider inconsistencies relating to the Greek history of wine-making.

Historic timeline

The global public rhetoric domain presents an inconsistent timeline of Greek wine-making. It is a general accepted fact that Greece’s wine history is upside down. There is an underlying fascination with the historical elements of Greek wine-making. There are several inconsistencies, yet the three identified periods of Greek wine-making are:

1. Ancient wine-making period: This period captures the imagination of most commentators. Global public rhetoric has always been extensively preoccupied with ancient Greece. Ancient Greek wine-making is historically placed from 2,000-6,500 BC. Although, it is established that Greeks did not invent wine-making they are pretty much considered to be the ones introducing the benefit of wine-drinking enjoyment and wine-appreciation as a mark of civilisation. Several mentions occur relating the pioneering aspects of Ancient Greek wine-making such as parallel line vine growing, assignment of appellation designations and even the creation of Cabernet. Amphoras and the cult of wine god Dionysus are complementing mentions to this period. Global public rhetoric is divided in the linkage between Ancient Greek wine- making and contemporary Greek wine-making. One side clearly separates the two and the other tries to link them.

2. Extended wine-making absence period: This period is seldom featured and that is the most likely explanation for the false yet frequent linkage between Greece’s ancient and contemporary wine-making. In the limited references to this period, the Ottoman empire is considered to be the guilty party for literally destroying Greek wine-making through burdenous taxes and alcohol discouragement.

3. Contemporary wine-making period: This period is the context in where contemporary beyond-retsina wines from Greece are presented. It is characterised as a renaissance or at least a re-emergence of Greek wine-making mainly due to a new generation of wine producers. On occasions it is considered either part of or linked with a wider Greek culinary renaissance.

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Contrasts

The global public rhetoric and dialogue presents contrasting and even conflicting assertions about wines from Greece. Lack of comprehensive knowledge among the world’s information catalysts relating to wine is apparent. Yet, it should be noted that these contrasts are also found between different types of commentary (i.e. travel experience, wine review, restaurant review, trade and industry news). As such there are interesting contrasts which demonstrate the ambivalent perceptions about wines from Greece:

. Only with Greek cuisine VS Compatible with international cuisines: One of the major critical contrasts is that most international commentators suggest that wines from Greece are only complementary to Greek cuisine whereas only a few express that they are compatible with all types of international cuisine. This feeds again into a traditionality and locality aspect which limits wines from Greece to a status of novelty or pure Greekness.

. Eating Greek food abroad VS Drinking Greek wine abroad: A noticeable contrast exists between Greek cuisine abroad and Greek wine consumption abroad. Essentially whereas many commentators are ready to suggest restaurants featuring Greek cuisine, there is only a handful suggesting buying Greek wine abroad. This parity creates an anomalous equation understating that wines from Greece are not as notable as Greek cuisine.

. Greek renaissance in winemaking business mentality VS Global renaissance in wine making: Although the Greek contemporary wine- making period is essentially a positive differentiation from the retsina cum local house wine paradigm, international commentators seem weary. As there is a handful of commentators replicating the concept of a Greek wine-making renaissance in order to justify their selection of featured wines from Greece, others are responding with a more globalised approach. The argument is that it is fair enough and good that the Greeks have advanced their wine-making business mentality, but this is very minor – if not irrelevant – in the global wine-making continuum which is also experiencing a more important renaissance and rapid quality advancement. Fundamentally, Greece is considered improving yet still a laggard.

. Retsina VS Contemporary wines from Greece: This is possibly the most frequent and prevalent contrast concept. As commentators venture

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to introduce contemporary Greek wines to their audiences, they seem almost obliged to compare them to the infamous retsina. Commentaries such as from yuck to yum and there is more to Greek wine than retsina contrast yet not fully differentiate the two entities. Retsina is still presented indirectly as the predecessor of contemporary Greek wines and as such is the initial reference framework wherein the introduction of new wines is made. This contrast clearly showcases the tyranny of the retsina in the global public rhetoric and dialogue.

. Old guard retsina-producing wine producers VS New vineyard- cum-method-improving generation of winemakers: This is a minor yet important contrast that has established the entity of a new generation of Greek winemakers. Again, this is an effort by international commentators to convince their audiences that there is a shift in Greek wine-making. Trying to go beyond retsina, commentators attribute Greece’s wine-making renaissance to a handful of Greek wine-producers. The underlying perception, though, is that these are only a few and as such wine drinkers should clearly try hard to find those wines from Greece that are fine.

. 300 indigenous grape varieties VS International varieties: A very strongly established concept is that of the 300 Greek indigenous grape varieties. It is widely featured and has been the principal trigger / hook of journalistic interest for quite some time. Its communications and recycling has been to the detriment of international varieties produced in Greece. As such it is accurate to state that Greek indigenous grape varieties are significantly overpowering Greek-produced international varieties in the likings of international commentators and subsequently to related perceptions.

. White summery refreshing wines VS Red inconsistent unfamiliar wines: It seems that white wines from Greece are in a considerably more positive scale than their equivalent red ones. Commentary on white wines from Greece is accompanied by attributes such as refreshing and are linked with Greece’s currently prevalent feature; the sun blessed summery weather. Therefore white wines from Greece are not scrutinised to the extent red ones are. Therefore an attribute of inconsistency and unfamiliarity accompanies red wines, whereas white wines are featured as enjoyable, fitting and refreshing.

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. French paradox VS Mediterranean diet / Greek cuisine / wines from Greece: Although there are features on Mediterranean diet and its links to Greek cuisine, there is no apparent direct link with wines from Greece. This lack of linkage is serious when contrasted to the so-called French paradox. Since the French paradox is an intrinsic part of the Mediterranean diet benefits, wines from Greece have failed to be noticeably – let alone prominently – linked to this equation.

. Historical cradle of wine-making VS Lagging behind contemporary wine-making countries: This is the problem that ancient-greek loving commentators have bestowed upon contemporary Greek wine-making. As there are numerous features and mentions on Greece presenting it as the historical cradle of wine-making, its current wine-making status can only seem worse.

Needs and wants

The global public rhetoric and dialogue presents specific statements from experts, catalysts and general commentators relating to wines from Greece. These take the form of observations or direct suggestions and call to the Greek wine-making industry.

Most ask for the creation of a familiar flavour context complaining that they are not accustomed to the Greek wine continuum. Essentially there is a lack of positioning architecture and promotion. A lack of brand continuity is noticed and there is a call for the elimination of alternating brands which only adds to the existing confusion. Essentially, commentators feel that there are efforts put on successive rising stars of the Greek wine-making domain yet there is no continuity. The key message is that wines from Greece need to make a clear statement.

Apparently, a need for the improvement of Greece’s marketing efforts is articulated and on occasions even suggested towards specific actions such as reaching out and pushing wine-tastings. Again, the Greek wine-making sector is called to address the necessity for considerable education of global catalysts.

On an industry level, there is call of Greek wine-makers to become more aware of what is happening globally connoting that they are lagging in terms of catching up with rapid developments and trends. There is also a call for them to collaborate among each other which again seems to be an

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identified necessity for co-ordination and consistency in promotion and marketing.

On a more simplistic level, a cluster of commentators suggest a rationalisation of the Greek wine-map and separation of mainland from island wines.

Identified brand image elements Features

Critical visibility classifications

Regions The global public rhetoric and dialogue refers to various wine-making regions in Greece. It is generally accepted that most of them are unfamiliar place names with minor exceptions. Most references are to 4 primary wine-making regions:

1. Santorini: Santorini enjoys high visibility as a destination per se. This is also reflected in the wine-making domain. It should be noted that since publicity about Santorini is extremely high and concentrated around the visitor experience, its wine-making feature is highly leveraged.

2. Nemea: Is a regional entity that has gained visibility primarily to its wine-making feature as opposed to Santorini.

3. Peloponnese: Is a regional entity that has gained wine-making visibility both as a destination but also due to specific varieties which are highly attributed to it.

4. Naoussa: Is a regional entity that has gained visibility primarily to its wine-making feature as opposed to Santorini.

There also references adding wine-making visibility to Mantineia, Kephalonia, Patra, Drama, Crete, Samos, Attica, Thessaloniki, Paros, Macedonia, Goumenissa and Limnos.

Types of wine & Varieties The global public rhetoric refers to specific indigenous varieties thus giving them higher visibility and space in what constitutes the concept wines from Greece. It should be noted that there is a consensus that most of Greece’s varieties are unpronounceable. There are 5 concepts that enjoy higher visibility that the rest and are:

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1. Retsina: The reigning wine from Greece. It is largely attributed to the region of Attica and the brand Kourtaki. It is featured as a traditional love it or hate it wine. Retsina has managed to become synonymous to Greek wines although there have been considerable statements explaining that it does not represent contemporary Greek wine-making. It has also been frequently demonised as the home grown enemy of Greek wine that still give it a bad name. All in all, it is considered an acquired taste and a local curiosity. There are also various mentions of retsina as an ancient product.

2. Agiorgitiko: Highly attributed to the Nemea region is regularly mentioned as St. George. Many commentators consider it Greece’s national wine emblem and is compared to shiraz and pinot noir.

3. Assyrtiko: Highly attributed to Santorini and the brand Sigalas. It is considered to be Santorini’s gift to the world of wine and is frequently suggested paired with seafood and vegetables.

4. Xinomavro: Highly attributed to Naoussa and Goumenissa. Often compared to pinot noir and is featured as a dark, sturdy, full-bodied fruity red perfect with grilled meats.

5. Moschofilero: Highly attributed to Peloponnese. It is described as an aromatic floral white wine which is Greece’s up and comer.

At a much lower intensity level there are also references to Mavrodaphne, Robola, Athiri, Limnio, Roditis, Kotsifali, Savatiano, Malagousia and Mandelaria.

Finally, there are even less yet existent references to international Greece- produces varieties such as Chardonnay, Cabernet Sauvignon, Sauvignon, Merlot, Syrah, Traminer, Semillon, Muscat and Refosco.

Brands

The global public rhetoric domain analysis about wines from Greece has identified 3 extremely strong distinct brands:

1. Boutari

2. Kourtaki

3. Demestica

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Although distinct brand visibility is low, the above brands dominate the space where brand names exist. Occasional, infrequent and isolated references have also been observed for Tsantalis, Domaine Gerovassiliou, Gaia Estate, Mercouri Estate, Strofilia, Carras, Hatzimichalis, Sigalas, Tselepos, Domaine Spiropoulos, Domaine Skouras, Alpha Estate, Gentilini, Domaine Kyr Yannis, Ktima Kosta Lazaridi, Mirambelo Dry Red, Peza Union, Hatzidakis, Creta Olympias Winery, Semeli and Spiropoulos.ro

Other features

The related Greek grape varieties are characterised by a multitude feature fed from the 300 indigenous grape varieties. This multitude feature is accompanied by sub-features such as wide range, distinct fascinating autochthonous varieties and the negative one of them being unknown and difficult to understand. It should be noted though that the feature of great summer whites again seems to occupy this space as an immediate linkage to Greece’s climatic conditions is almost always made.

Greece’s vineyards present several unique features and sub-features as well. The existence of boutique farmer-owned vineyards with hand-tended plots is a noticeably well-received feature. Elements such as hand-picked grapes and the variety of micro-climates reinforce this feature. On the industry side those plots are considered as having small production capacity and being uneconomic. Seemingly adverse, those sub-features enhance notions of rarity, eclecticism and the hidden value of contemporary wines from Greece.

In the same note, Greece’s new generation of wine producers constitutes a feature per se. Characterised as caring, cosmopolitan, ambitious and seeking international recognition, those wine-makers are showcased as bringing refined European practices in Greece and promising and pursuing modern visions of wine making. This feature, though, should be seen in the light of commentary that wine-making in Greece is still in its infancy. Essentially wine-making in Greece is always promising and lagging and when linked to the comparatively adverse and false sub-feature of thousands of years of wine making history, then the contrast is much more severe.

Since the global public rhetoric is flooded with reference to Greece’s vistas and dramatic setting, another feature of wines from Greece has emerged; the sun-bathed vineyards in dramatic settings. Romantic notions accompany this feature such as mountainous terrains, Mediterranean sub and whiff of the sea.

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In relation to the naming of wines from Greece a negative feature of impossible names to remember, read or pronounce. Although this feature may carry minor notions of exoticism, the connotations are that of confusion and inconsistency.

Attributes

The global public rhetoric and dialogue presents a multitude of attributes relating to wines from Greece. The most prevalent ones in high-to-low intensity order are:

1. To be consumed in Greece only: This is the top ranking attributes and stems mainly from the overwhelming publicity relating to experiences from travelling / visiting Greece. Since local house wines dominate the global public rhetoric domain, it is fair to assume that this attributes refers mainly to them. As such wines from Greece are considered to be a local curiosity, something to be experience in Greece and usually in a taverna setting.

2. Indigenous: This stems from the rather widely propagated concept of 300 indigenous grape varieties. Although commentators might not elaborate into specific varieties, the attribute indigenous is strongly established.

3. Interesting: Since wines from Greece are relatively unknown, the attribute interesting is a usual characterisation of them. It should be noted that this attributes connotes both negative and positive undertones.

4. Inconsistent (quality): This negative attribute refers to both contemporary wines from Greece and local house wines. Essentially, it stems from a lacking qualitative framework and a confusion therein.

5. Unguaranteed (quality): This is parallel to the attribute inconsistent but is more relevant to purchasing wines from Greece and the absence of guaranteed quality.

6. Improving: A seemingly positive attribute, yet it hides the ever- prevalent perception that wines from Greece are not yet good enough. This attributes also has a long historical existence making it oxymorous since although improvement is stated, it is never put into a conclusion.

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7. Delightful: Mainly occupying the rhetoric relating to refreshing white Greek wines. It is used to also characterise red wines but is a predominantly experiential attribute linked to the summery Greek experience. It should be noted that delightful is a mild term and could also be translated as ok when in the right setting.

8. Historic: This attribute is ranking high enough to be negative when correlated with rest of the attributes. It stems from the frequent yet false linkage between Ancient Greek and contemporary wine-making. This attribute only leverages the other negative attributes in already discussed contrast concept of Historical cradle of wine-making VS Lagging behind contemporary wine-making countries.

9. Distinctive (flavour profiles): This is an attribute presenting differentiation and feeding into the interesting attributes. Stemming largely from the indigenous grape varieties, it is a prevalent characterisation.

10. Unknown: Referring mostly to contemporary wines from Greece.

11. Traditional: The traditionality attribute brings wines from Greece back to the retsina-cum-local-house-wines paradigm.

12. Hard to find: Referring to contemporary wines from Greece and their minimal availability abroad.

13. Mediterranean: Not in the sense of Italian wines, but more in terms of setting and to a lesser extent the Mediterranean diet.

14. Unsatisfactory: An attribute with multiple explanations since it triggers negative linkages to food-pairing, global quality standards, Greek cuisine per se, etc.

Moving on towards a medium intensity level there are several more important identified elements for wines from Greece:

. Old-fashioned: Stemming from the retsina-cum-local-house-wines paradigm

. Preferred by the locals: who are willing to pay the relatively high prices and since they drink a large amount of wine they actually meet the local supply with their demand. This attribute can only be seen in a positive context when seen in the Mediterranean diet / gastronomy framework.

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. Rustic: Stemming from the retsina-cum-local-house-wines paradigm

. Summery: Mainly for white wines from Greece consumed in the country

. Undiscovered: A rather positive attribute for specific contemporary wines from Greece

. Reinvented: A rather positive attribute for specific contemporary wines from Greece

. Folklore: An adverse attribute stemming from the retsina-cum-local- house-wines paradigm

. Risky: Relating to purchasing

. Pricey: Relating to quality

. Food friendly: Predominantly for Greek cuisine

. Surprising: Unexpected; with rather positive undertones yet still carrying the connotation that it is surprising for a rather under-developed wine- making nation

. Lacking established distinctive character: Mainly referring to inconsistency in marketing and promotion

. Adventurous: Experiential attribute with ambivalent undertones; could be good, could be bad for you

. Potentially Eclectic: Referring to a selection of contemporary wines from Greece

. Unrefined: Referring to all three entities

. Original: Stemming from the indigenous grape varieties

. Uncompetitive (price): When compared with global competitive offerings

. Underappreciated: Mostly a remark when a commentator seeks to accentuate quality

. Taste-worthy: Ambivalent attribute connoting not bad, definitely not exceptional

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. Elegant: Low-ranking positive attribute relating to labelling of selected contemporary wines from Greece

Moving on the lower end of the identified ranked attributes, there are variations of the above. There are isolated references that produce attributes such as unworthy of attention, affordable, inexpensive (local house wine), non-classic, value for money, artisan, tongue twisters, delicious, authentic, sophisticated, flawed, complex, good, uneven, fun, dull, exciting, fascinating, healthy, unexpected, cheap, excellent, primitive, obscure, innocuous and oxidised

Flavour exclusive attributes

The global public rhetoric and dialogue also presents attributes relating mainly to the flavour / taste of wines from Greece. The four predominant ones are:

1. Fruity: The fruity aspects of the flavours of wines from Greece are frequently featured. It is the single most predominant attribute relating to their flavour and mostly stems from the rather more intense coverage of white wines.

2. Mediterranean: A loose yet dominant flavour attribute as commentators seek to contextualise the flavour of wines from Greece. Although Mediterranean can serve numerous interpretations, it seems to be an applicable attribute when referring to flavour.

3. Resinated: The third most important flavour attribute stemming from the tyranny of retsina. It is often used to as a primary reference in order to differentiate contemporary wines from Greece.

4. Summery refreshing wines to be consumed in specific months of the year: a very strong seasonal attribute. Even in terms of labelling Wines from Greece are considered to be colourful and summery. It should be noted that this feature is stemming from a high intensity of white wine featuring.

There are also prevalent yet medium-ranking flavour attributes such as individual, exotic and intense, yet the top four seem to be far more intense than them. Finally in isolated yet noticeable mentions we have seen wines from Greece characterised by herb-infused, floral, lemony and even spicy flavours.

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Benefits

The global public rhetoric and dialogue presents a set of benefits associated with wines from Greece. These are not ranked in intensity or importance and are the following:

. Complementing local food: Closely linked with the exclusively to be consumed with Greek food in Greece concept and mainly associated with all globally registered stereotypical modes (i.e. tavernas, souvlaki, mezes, etc.). The Greek white wines are considered to be paired well with seafood and vegetables triggering hints as their being part of wider Mediterranean diet. To a much lesser extent, red wines are on occasions considered to be perfect with grilled meats and potentially well integrated with modern cuisine. Since Greek food is considered a unique feature of the country per se, it is considered an implied benefit.

. Discovery: Since the Greek wine map is considered unknown and some surprisingly fine contemporary wines from Greece exist, a benefit of discovery is attributed.

. Originality: In relation to the global wines map, Greece has the so-much communicates 300 indigenous grape varieties which after all can only provide originality. Oddly enough, Retsina also feeds into this benefit.

. Relaxation: Linked at the travel / visit experiential level. Since wines from Greece are linked to relaxing visitor experiences they have inherited this benefit.

. Memory recall: This is a benefit referring to consuming wines from Greece abroad. It is linked to recalling moments and experiences from past visits to the country. This benefit is mainly attributes to the summery refreshing white wine experience.

. Health: Inherited benefit from the general Mediterranean diet continuum. Stems from a logical argumentation that since the Greeks are considered to be comparatively healthy due to their nutritional habits, the wines from Greece are a part of this equation.

. Pleasure: Inherited from the pleasure-seeking characterisation of the people of Greece and its visitors.

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. Spontaneity: A highly critical pop culture element. Greeks having spontaneous outbursts of fun accompanied and / or fuelled by wine- drinking and music induced dancing.

. Rituality: Benefit rising from both the Ancient Greek wine-making concept and the contemporary traditional meze, taverna paradigm

. Surprise: Very close to the benefit of discovery. As Greece’s flavours are considered to be a complex structure, surprise is an inherent benefit which is also bestowed upon its wines.

User & experience imagery

The global public dialgue presents an intense recycling of prevalent clichés about Greece. The visitor experience dominates user & experience imagery relating to wines from Greece. It is notable that it is also linked with the lower-quality end of the culinary offering of the country. The Diaspora parameter also seems to be strong and advocating an outdated paradigm.

Consumers of wines from Greece are largely perceived to be Greek expatriates, holidaymakers under the sun and Greek cuisine enthusiasts. There are also references to potential consumers of wines from Greece such as ritual oriented drinkers and wine adventurers, risk-takers and experimenters.

The experience imagery is also sticking to similar norms. Therefore consumption of wines from Greece is seen in contexts such as eating at Greek restaurants, on holidays in Greece, Diaspora events, sun and sea, eating kebabs and listening to bouzouki, Greek wine fairs and extreme partying followed by hangover.

As a general theme, wines from Greece are considered to be exclusively enjoyed in Greece thus triggering an absence of a critical feature; bringing and / or seeking wines from Greece abroad. This extreme locality prejudice existent in the user/experience imagery is heavily enhanced by ritualistic props and instruments such as carafes, amphoreus, metal jugs and barrel kept local house wine.

Essence

Traditional, mediocre, funny-named wines, complementing stereotype greek dishes, recalling a typical island summer vacation experience.

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