Brand and product building: The case of the Cyprus wine industry

Purpose This research aims to examine the importance of branding in the Cyprus wine industry. Further, it seeks to identify the wine-consumer perceptions and expectations as well as the main problems found in the industry. Design/methodology/approach Empirical data were collected by using secondary and primary data sources. Primary data sources included semi-structured interviews, focus groups and questionnaires with the key stakeholders in the industry. Findings This research examined consumers' perceptions about Cyprus wine and identified the problems and major challenges evident in the industry. On the basis of this knowledge, the researchers put forward some propositions towards building strong local brands. Research limitations/implications There are limitations associated with the data collection method used: survey questionnaire. Telephone interviews tend to generate information that reveals relationships and associations between variables and mainly provide information of what is happening rather than why it happens. Practical implications Based on the findings, this paper recommends to practitioners new ways for development and market penetration, and enables them to build their brand and improve their marketing practices in an increasingly competitive environment. Originality/value The paper reports on the findings of the first in its kind research study carried out in Cyprus in the wine sector. The findings that emerged set the foundation for helping the various stakeholders in the sector to contribute towards building strong brands to help them sustain the fierce competition from foreign brands.