Using data collected at a world wine trade fair, we study how the country-of-origin impacts wine traders’ mental representation about wines. In the analysis we use traditional exporters in Old (France) and New (Argentina) world wine countries in comparison to non-traditional exporters in Old (Switzerland) and New (Brazil) world wine countries. Three main findings are reported. First, the country-of-origin of wines was more important on guiding participants’ representations, than the category of countries the traders came from. Second, participants’ evocations were more precise and specific for traditional wine-exporting countries than for less traditional wine exporting countries. Finally, the lack of traders’ knowledge of wines from non-traditional wine-exporting countries produced associations and beliefs related to the image of the country itself. Our findings have important implications for the marketing and export activities of the wine industry.

利用在世界葡萄酒交易会上收集的数据，我们研究了原产国如何影响葡萄酒商人对葡萄酒的心理表现。在分析中，我们使用旧（法国）和新（阿根廷）世界葡萄酒国家的传统出口商，而不是旧（瑞士）和新（巴西）世界葡萄酒国家的非传统出口商。报告了三个主要发现。首先，葡萄酒的原产地在指导参与者的陈述方面比交易者来自的国家类别更为重要。其次，与传统葡萄酒出口较少的国家相比，传统葡萄酒出口国家的参与者的召唤更为精确和具体。最后，贸易商对非传统葡萄酒出口国对葡萄酒的了解不足，产生了与该国自身形象有关的联想和信念。我们的发现对葡萄酒行业的营销和出口活动具有重要意义。