The global wine business as a research field

Purpose This paper has the purpose of introducing the inaugural issue of the International Journal of Wine Business Research after the re‐launch from the International Journal of Wine Marketing including rationale, scope, goals, and objectives. Design/methodology/approach The paper provides a rationale for a journal such as IJWBR . It starts by outlining the global wine business as a complex and fruitful field to study, describes some streams of research, and identifies issues for future studies as potential further contributions to this journal. Findings There is a critical need for an outlet that provides an overview on current issues and topics in the wine business, promotes high quality research on all aspects related to managing wine and related businesses, and is accessible to both academics and the global wine trade. Originality/value This paper is essential for current and prospective readers of the journal and those who consider submitting to IJWBR .