In partnership with leading wine expert Peter Yeung, researcher Jo-Anne Ting, and wine technology and brand design company Offset, Northwestern University’sKellogg School of Management in January announced the launch of The Study of Allocated Wine Offerings, a groundbreaking research project that aims to understand the dynamics of the allocated wine business while helping to reshape the industry’s understanding of this critical channel for the luxury and fine wine market.
The project is calling for wineries who sell wine via allocated means to anonymously contribute their data to the project. Wineries that sign up to participate at allocatedwinestudy.org/participate will receive early access to research findings, provide input and feedback on research topics, and be eligible to participate in conducting marketing trials to improve their offerings.
The study is led by a team of luxury marketing experts from the Kellogg School of Management (Gregory Carpenter and Artem Timoshenko) in partnership with Yeung and Ting. The study will enroll participants in early 2023 and begin delivering results toward the end of 2023 and early 2024.
Yeung stated, “Often, fine and luxury wineries believe they understand their allocation system’s performance, but they have little data to prove it. This research will help wine producers that use allocated offerings to better understand their business, which will lead to more efficient, and profitable business decisions.”
Data received via the study will be anonymized and analyzed to understand key success drivers for allocated offerings. No winery-specific data will be shared outside of the research team, including with participants or data partners. The study is independently funded and conducted, and it has no monetary affiliation with any other company. For more information, visit allocatedwinestudy.org.
