Based on a qualitative research design, this article explores the relationship between art and wine. Specifically, it analyzes the way in which the connection between art and wine can support wineries’ business marketing.
To this end, this study uses the inductive approach which involves triangulating the data collected with different methods to identify emerging categories.
Specifically, the findings from previous studies on innovation in the wine hospitality sector and art-based strategies were used for designing the scripts underpinning the subsequent interviews.
These involved eight wine-hospitality managers that are famous for involving artists in the promotion of their wineries.
Findings highlight the positive contribution of art in the wine hospitality sector and suggests the employment of art-based initiatives in the future recovery of the tourism sector