The Impact of Pinot Noir on the Ahr Valley’s Brand Identity
Isabel Kottmann
Jon Hanf
Whilst wines and grape varieties are often associated with certain regions, it is not a given that they are consistently integrated as differentiators into the region’s brand identity. Our paper aims to analyze the impact and differentiating potential of Pinot Noir on the brand identity of a German wine-growing and tourism region. In an explorative study, we examine the case of the Ahr Valley, a protected designation of origin (PDO) in Germany, and accompany the region’s current re-branding process.
Isabel Kottmann is a lecturer in the International Marketing Management Department at Hochschule Geisenheim University and a doctoral student. Her PhD project, supervised by Prof. Jon H. Hanf, investigates value creation and value capture in strategic networks in the wine industry. After training as a hotel manager and working in gastronomy, Isabel traveled around the world, as a hotel assistant onboard a cruise ship. Alongside her business administration studies at the University of Trier, she completed internships at wineries in France and Chile as well as in the Mosel Region Wine Promotion Body and the German National Tourism Board in Hong Kong. As DipWSET she is teaching WSET courses Levels 1-3 at various APPs in Germany. Isabel is a member of Vinissima and the German Sommelier Union.
Jon H. Hanf holds the Chair of International Marketing Management at Hochschule Geisenheim University. He is currently also director of the field of studies “wine business” and head of all wine business programs (including the English program “Inter-national Wine Business (BSc)”). After studying economics at the University of Hohenheim, Prof. Hanf completed his doctorate at the Justus Liebig University in Giessen, where he also completed his habilitation. His research interests are international marketing, strategic marketing and cooperation in the wine industry. He has published more than 150 articles in scientific journals. In addition to many relevant projects with the German wine industry, Jon Hanf has also carried out numerous international projects with the GIZ, World Bank and FAO.