Pinot Noir holds a unique and often paradoxical position in the global wine market. Renowned for its elegance and notorious for its viticultural challenges, it is a grape that commands both high prices and deep passions. While much has been written about its terroir-driven expressions and oenological complexities, the business and economic structures that underpin its global identity are less frequently examined in a consolidated manner. This special issue, inspired by the rich discussions at the recent Pinot Noir and Identity Symposium (University of Oxford, St Cross College, July 2025), aims to fill that gap by exploring the multifaceted business ecosystem of this noble grape.
The central theme of this issue is the concept of co-created identity. The economic value and brand identity of Pinot Noir are not forged in the vineyard alone; they are continuously shaped by a dynamic interplay between production strategies and consumer perceptions. To capture this duality, we invite contributions that can be broadly framed within two core streams: “Producing Identities” and “Consuming Identities.”
The first stream, “Producing Identities,” delves into the supply-side dynamics. It seeks to address fundamental economic questions, such as the pricing of elegance and the measurable value of age worthiness. It welcomes research exploring how producers navigate complex governance structures, from the establishment of prestigious appellation systems to the challenges of adapting them to a globalized market. Furthermore, it will feature contemporary strategic issues, including the adoption of biotechnological innovations for sustainability in traditional wine regions, the role of Pinot Noir in diversifying product lines, and the critical need for adaptive business responses to climate change.
The second stream, “Consuming Identities,” examines how this produced identity is received, interpreted, and valued in the marketplace. We encourage submissions that investigate the demand-side drivers shaping Pinot Noir’s success. This includes analysing consumer preferences and mental representations across diverse cultural contexts, from mature to emerging markets. The issue will explore modern marketing challenges, such as the role of technology in engaging new consumer segments, the power of storytelling, and the use of signalling mechanisms to differentiate regional brands. Ultimately, this stream addresses a crucial question: how is authenticity perceived, and how does it influence consumer behaviour and brand loyalty?
By bringing together these two perspectives, this special issue will offer a holistic and timely view of the business of Pinot Noir, providing valuable insights for academics and industry professionals alike.
List of Topic Areas
- The Economics of Production and Quality (Pricing models for premium and ultra-premium wines, the economic impact of wine ratings, sensory profiles, and age worthiness, financial analysis of production strategies, and the economic value of terroir and evolving appellation systems)
- Branding, Identity, and Governance (Regional and national brand identity construction and management, the role of entrepreneurial ecosystems and governance in shaping wine regions, strategies for signalling quality and differentiating products in a crowded market, and managing brand identity across global markets and diverse legal frameworks)
- Consumer Behaviour and Market Dynamics (Cross-cultural analysis of consumer preferences and sensory perception, the impact of technology and digital marketing on consumer engagement, the role of authenticity, storytelling, and consumer narratives in marketing, and market segmentation and targeting for different consumer demographics)
- Innovation, Sustainability, and Future Challenges (Business strategies for adapting to climate change, the economic implications of adopting sustainable innovations and new technologies, analysis of export strategies and cultural influences on market selection, and future trends and challenges for the global Pinot Noir industry)
Journal Information: Scopus Journal Q2, H-Index 48
Submission Information
Submissions are made using ScholarOne Manuscripts. Registration and access are available here:
Author guidelines must be strictly followed. Please see:
Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”.
Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.
Key Dates
Closing date for manuscript submissions: 15 January 2026
For more details refer here
