À votre santé – conceptualizing the AO typology for luxury wine and spirits Jeannette Paschen Department of Industrial Economics and Management, Royal Institute of Technology (KTH), Stockholm, Sweden Ulrich Paschen Practitioner, Delta, Canada, and Jan Henrik Kietzmann Segal Graduate School of Business, Simon Fraser University, Vancouver, Canada Abstract Purpose – The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine. Design/methodology/approach – This paper is conceptual in nature. The authors adapt Berthon et al.’s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments. Findings – The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers. Practical implications – The AO framework for luxury wines and spirits is beneicial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker’s marketing mix that could enhance their competitive position today and in the future. Originality/value – This is the irst paper examining icewine in the context of luxury marketing. Keywords China, Conceptual/theoretical, Brand management, Canada, Alcoholic drinks, Not applicable, Marketing mix, Wines and spirits Paper type Conceptual paper 1. Introduction Haute couture, haute horlogerie (watchmaking in its highest form), ine foods, fragrances and full-time live-in servants – those were among the luxury offerings once accessible only to the elite few of the developed regions of Europe and North America. Over the past 50 years though, globalization and the changing distribution of capital have had a signiicant impact on the global supply and demand of luxury offerings. Luxury-goods makers follow the big money, and after pursuing wealth in the oil-rich Middle East since the 1960s, and Japan since the 1970s, their focus is now on China The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/1751-1062.htm IJWBR 28,2 170 Received 26 September 2015 Revised 22 November 2015 19 December 2015 Accepted 19 December 2015 International Journal of Wine Business Research Vol. 28 No. 2, 2016 pp. 170-186 © Emerald Group Publishing Limited 1751-1062 DOI 10.1108/IJWBR-09-2015-0041 Downloaded by Simon Fraser University Canada At 12:23 01 September 2016 (PT)