Resumo

GONCALVES, Francisco  e  SOARES, Raquel. The relationship between price, origin and intrinsic quality in New and Old World wines. Rev. Portuguesa e Brasileira de Gestão [online]. 2009, vol.8, n.2, pp.29-38. ISSN 1645-4464.

This paper develops and presents a model aimed at explaining the differences of price among several wine brands and tests innovative variables. Moreover, the data is analysed with Partial Least Squares, which is particularly useful for exploratory research. The model was firstly developed by exploring a sample of Portuguese brands and after it was validated in a new sample, including wines from Spain, Portugal, Argentina, Chile and others. It shows that intrinsic quality is a relevant variable in an international setting and that the origin of the wines only explains differences in price in very specific cases. As far as Portuguese wines are concerned, it was also possible to compare two kinds of evaluators of intrinsic quality - professional and amateurs tasters - and their differences were accordingly recorded. In conclusion, this paper contributes to undo current myths about the positioning of those brands and origins (representing the New World and the Old World) regarding their prices and intrinsic quality. Lastly, it becomes clear that intrinsic quality (which is measured by blind tests) only explains a fairly small proportion of the price variations.

Palavras-chave : Wine Industry; Positioning; PLS; New World Wines.

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