Cultural dimensions as driving factors of PDO wine exports: is there a “Burgundy Pinot Noir” effect?

Purpose Wine trade has grown significantly worldwide in recent decades. Because wine is considered a cultural asset, it is important to analyze how cultural factors in the destination market influence the extent of exports. This study focuses on Pinot Noir from Burgundy, an iconic Protected Designation of Origin (PDO) wine, and examines the role of cultural and economic factors in relation to exports. It also analyzes whether these factors are associated with a specific “Burgundy Pinot Noir effect,” a “Made in Burgundy” or a “Made in France” effect. Design/methodology/approach This study analyzes secondary data on 62 countries, representing 74% of global wine consumption. Exports of Pinot Noir from Burgundy and other iconic PDO wines are analyzed in light of Hofstede’s cultural dimensions and the economic variables that characterize these importing countries. Data from 2009 to 2024 are analyzed using linear models with random effects and time fixed effects, applying the Mundlak approach. Findings Overall, cultural and economic factors shape trade in iconic PDO wines in similar ways across highly reputed terroir-based wines. The main cultural patterns are largely shared across wines, rather than pointing to a clearly distinct “Burgundy Pinot Noir effect.” Across all analyzed wines, lower power distance, lower uncertainty avoidance and higher long-term orientation are the most consistent cultural dimensions for exports. Originality/value The results provide insights into the cultural background influencing trade patterns for PDO wines. The focus is shifted from consumption to international trade, considering Burgundy Pinot Noir wines as a benchmark for iconic, regional and terroir-bound wines.