Shaping the Future of Global Wine Business: Innovation, Resilience, and Strategic Evolution

The wine sector is at a critical juncture, facing transformative challenges that demand new business models, strategic adaptability, and innovative marketing approaches. Shifting consumer expectations, technological advancements, evolving regulations, and the increasing focus on sustainability have been reshaping how wine businesses operate, communicate, and create value. As traditional markets mature and new ones emerge, firms must navigate complex competitive landscapes, rethink branding and distribution strategies, and embrace digital transformation.

The 16^th International Conference of the Academy of Wine Business Research invites scholars to explore the future of the wine sector from a business, managerial, and marketing perspective. We seek contributions that critically examine how firms can enhance their competitiveness and resilience while responding to economic, environmental, and societal shifts. Key areas of interest include, but are not limited to, emerging trends in consumer behaviour, the role of digital and interactive marketing, strategic brand management, innovation in wine retailing and hospitality, and sustainable business practices.

This conference provides a vibrant academic forum for discussion, collaboration, and knowledge exchange, bringing together leading scholars and industry professionals to shape the future of the wine business. We encourage submissions that contribute to a deeper understanding of the forces driving change and the strategies that will define the industry's next chapter.

Topics

The 16^th International Conference of the Academy of Wine Business Research invites submissions that align with the theme Shaping the Future of the Global Wine Business: Innovation, Resilience, and Strategic Evolution. As the industry faces shifting consumer expectations, digital transformation, sustainability challenges, and regulatory changes, this conference provides a platform for exploring the strategies shaping its future.

The topics below highlight key areas of interest, but submissions are not limited to these. We welcome research that critically engages with the evolving wine business landscape from various business, marketing, and management perspectives.      

• Digital Transformation and the Future of Wine Business – The role of emerging technologies in shaping marketing, sales, and consumer engagement.
• Sustainability and Resilience in the Wine Industry – Balancing environmental responsibility with business viability.
• Changing Consumer Preferences and Market Trends – How evolving lifestyles and values influence wine consumption.
• Branding, Storytelling, and Value Creation – Strategies for differentiation in a competitive market.
• The Evolving Landscape of Wine Tourism and Hospitality – Innovations in experience design and customer engagement.
• The Role of Social Media and Digital Marketing – Opportunities and challenges in digital branding.
• Regulatory and Trade Dynamics in the Global Wine Market – The impact of policies and trade agreements on business strategy.
• Adapting to Uncertainty: Crisis Management and Business Resilience – Navigating disruptions and industry challenges.
• Emerging Markets and Global Expansion – Growth opportunities beyond traditional markets.
• Innovation in Wine Retailing and Distribution – New business models for reaching and retaining consumers.

While these topics provide a guide, we welcome broader research that contributes to discussions on innovation, resilience, and strategic evolution in the wine sector.

Conference Co-chairs

Submissions

All submissions should be made electronically via the AWBR2026 online submission management system (Oxford Abstracts). 

Submissions due by 30th June 2025.

Submit now

Competitive paper requirements: Competitive papers should be based on theoretical or empirical research and will undergo a double-blind peer review. Submissions must not exceed 10 pages (including references) and should be fully anonymised. Competitive papers must follow this template: Competitive paper template.

Extended abstract requirements: Extended abstracts are for work in progress or early-stage research with preliminary findings. They will be double-blind peer reviewed and should be no more than 800 words. Extended abstracts must follow this template: Extended abstract template.

Details of the special issue will be available soon.

Important dates

Conference registration

Conference registration will open in November 2025.

Please check the visa requirements for your country if you are planning on attending AWBR2026, located in Adelaide, Australia.

View the cancellation and refund policy

Conference programme

Full conference programme coming soon!

Accommodation, transport, and Adelaide attractions

Adelaide and its picturesque surroundings offer a wide range of accommodation options to suit every style and budget. Whether you're seeking five-star luxury suites, modern and spacious serviced apartments, or budget-friendly hotels, Adelaide has something to meet your needs.

Please check the visa requirements for your country if you are planning on attending AWBR2026, located in Adelaide, Australia.

The conference will be held at the National Wine Centre of Australia, which is conveniently located within walking distance of numerous accommodation options. This vibrant area offers easy access to key attractions, dining, and shopping, allowing you to make the most of your time in Adelaide. The city's highly walkable layout and excellent public transport make it effortless to explore everything it has to offer.

Note: All information and prices should be verified closer to the conference date. Links are provided to official websites for the most up-to-date information.

Getting to Adelaide CBD from the Airport

Adelaide Airport (ADL) is situated approximately 6km west of the city centre.

Accommodation options

Preferential hotel rates for conference attendees will be available shortly - details and booking links will be available here soon.

Local transport

Adelaide travel information

Adelaide offers a perfect balance of business activities and leisure pursuits, making it an ideal destination for both work and relaxation. From wine tasting in the famous Barossa Valley to visiting wildlife parks and the Adelaide Zoo, or enjoying a performance at the iconic Adelaide Festival Centre, delegates will have plenty of options to unwind. You can also explore the beautiful beaches, hiking trails, and nearby wine regions just beyond the city.

As a reminder, please check the visa requirements for your country if you are planning on attending AWBR2026, located in Adelaide, Australia.

The links below provide a small sample of what you can explore in Adelaide and its surrounding areas. The executive organising committee have also put together a guide of their favourite restaurants, bars, activities, and of course, favourite wine regions and wineries. View the Adelaide guide. If you are looking for more information on how to make the most of your time in Adelaide, check out the South Australia website.  

Adelaide touring