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TOUR214 Introduction to Wine Business

An introduction to the business of wine. The culture of wine, wine regions, sensory evaluation, structure of the industry, the market for wine, wine tourism, distribution and sales.

The wine industry and wine tourism are becoming increasingly significant aspects of the New Zealand economy. This paper provides students with an overview of the broad and diverse nature of wine business, with an emphasis on how wine and tourism intersect. It will utilise examples from New Zealand and around the world to give you an appreciation of some of the key academic and business concepts behind the wine industry. The paper will include investigations into the contexts of wine business, wine tourism, the wine consumer, marketing, sales and advertising dimensions, as well as knowledge and history of the New Zealand wine industry.

Paper title Introduction to Wine Business
Paper code TOUR214
Subject Tourism
EFTS 0.15
Points 18 points
Teaching period Summer School (On campus)
Domestic Tuition Fees (NZD) $912.00
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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108 points
Schedule C

This paper is for anyone who wishes to increase their knowledge about wine and wine business. As a 200-level paper, a certain level of academic achievement is expected. Students in this paper come from all subjects areas, and we welcome those interested in taking this paper for interest only.


Teaching staff

To be advised. Contact

Paper Structure
This paper covers three key areas:
  • An understanding of the global wine industry, including wine tourism
  • An understanding of the wine consumer
  • A practical understanding of wine tasting
Teaching Arrangements
Summer School: Two 2-hour lectures and two 2-hour workshops per week

Recommended texts (purchase is not compulsory):

Hall C. M. and Mitchell, R.D. (2008) Wine Marketing: A Practical Guide. Butterworth Heinemann, Oxford. (Available as an eBook in the Library)

Charters, S. (2006) Wine and Society: The Social and Cultural Context of a Drink. Elsevier, Amsterdam/Boston. (Held on 3 day loan in the Library)

Howland, P.J. (2014) (ed) Social, Cultural and Economic Impacts of Wine in New Zealand. Routledge, London. (Available as an eBook in the Library)

Course outline

The course book will be available on Blackboard at the start of the course.

Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Cultural understanding, Ethics, Environmental literacy, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successfully completing this paper students will
  • Have an understanding of the core concepts of the wine industry
  • Be able to comprehend the complexities and changing nature of the wine consumer
  • Have an understanding of the wider social, cultural and economic contexts of wine, wine business and wine tourism
  • Have some practical knowledge about the principles of wine tasting and wine selling

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Summer School

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
A1 Monday 11:00-12:50 2-5, 7
Tuesday 11:00-12:50 2-7


Stream Days Times Weeks
A1 Monday 15:00-16:50 2-5, 7
Tuesday 15:00-16:50 2-7