Haku
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Viinihanojen kulttuuri Suomessa
(2023)
Opinnäytetyön tavoite oli tutkia viinin hanatarjoilua, ja tehdä tämän pohjalta palvelualojen yrittäjille ja vaikuttajille esite, joka tuo esille hanaviinin etuja lasipulloihin verrattuna. Opinnäytetyö tehdään suomalaiselle keskisuurelle viinin...
The objective of the thesis was to investigate wine serving from tap, and based on this, make a brochure for service industry entrepreneurs and influencers that highlights the advantages of tap wine compared to glass bottles. The thesis was commissioned by Vindirekt Oy, which is a medium-sized Finnish wine importer. The frame of reference was that packaging wine in large containers for transport and serving is a logically sound decision, and drives the principles of sustainable development, but the 75-centiliter glass bottle is still the standard and accepted by consumers in the wine industry. The data collection was carried out with thematic interviews, which were analyzed with data-driven content analysis. The interview analysis shows that consumers are not against tap wine but are wary of switching from glass bottles due to previous quality experiences and attitudes against plastic and large containers. The comparison of the results highlighted that customers’ reluctant attitude towards plastic slows down the development transition to recyclable plastic containers that can be attached to faucet systems, and influencers and manufacturers in the beverage industry are actively driving development towards alternative forms of packaging and serving, but for customers, communication and changing existing attitudes are an obstacle. The role of the thesis in Vindirekt's further plans and in bringing large and small wine containers to the Finnish market is to support operations....
The objective of the thesis was to investigate wine serving from tap, and based on this, make a brochure for service industry entrepreneurs and influencers that highlights the advantages of tap wine compared to glass bottles. The thesis was commissioned by Vindirekt Oy, which is a medium-sized Finnish wine importer. The frame of reference was that packaging wine in large containers for transport and serving is a logically sound decision, and drives the principles of sustainable development, but the 75-centiliter glass bottle is still the standard and accepted by consumers in the wine industry. The data collection was carried out with thematic interviews, which were analyzed with data-driven content analysis. The interview analysis shows that consumers are not against tap wine but are wary of switching from glass bottles due to previous quality experiences and attitudes against plastic and large containers. The comparison of the results highlighted that customers’ reluctant attitude towards plastic slows down the development transition to recyclable plastic containers that can be attached to faucet systems, and influencers and manufacturers in the beverage industry are actively driving development towards alternative forms of packaging and serving, but for customers, communication and changing existing attitudes are an obstacle. The role of the thesis in Vindirekt's further plans and in bringing large and small wine containers to the Finnish market is to support operations....