Winery Names of Northern Greece and Their Contribution to Wine Communication Strategies

Abstract

When it comes to wine communication, winery names can serve as multidimensional communication mechanisms. Their various aspects of communication concern the historical context, tourism geography, socio-economic tourism development, wine knowledge, and even gastronomy. On this basis, a whole communication strategy could be developed, which could lead to progressive interaction and networking with consumers. Quality needs to be fully and properly communicated through multiple channels. This paper aims to reveal the importance of the way in which wine producers in Northern Greece construct their brand identity through strategic naming choices—such as Estate, Ktima, Château, or the producer’s family name—as opposed to more neutral or descriptive labels. The findings suggest that winery names contribute significantly to consumer perception, place branding, and the development of wine tourism. The choice of a winery name influences regional identity, strengthens the connection with local traditions, and enhances the commercial success and tourism appeal of the region.

1. Introduction

The name of each winery has many more meanings than a simple business name and that is due to the complexity of wine as a product that binds many elements together [1]—history, tradition, geographical interest, tourism development, wine knowledge, and gastronomy. Therefore, it is important for professionals to choose it within specific communication axes [2]. Wine communication is about organizing the message that the winemaker attempts to convey to the consumer [3,4]. The wine producer communicates the philosophy, the personality of their wines, and the terroir from the particular vineyard [5]. Each winery’s label, packaging, wine name, online presence, and owned media are various ways of communicating the winemaker’s perceptions, as well as the personality of their wines [6]. Wine communication is combined with wine tourism and its growth, a fact that is always challenging because of wine’s diversity compared to other products [7]. Delving into the multiple functional levels of a winery name is important because it incorporates a range of factors that are appealing to tourists with an interest in Greek wineries. Suitable naming strategies for the wine industry could enable potential visitors to wineries to clarify the unique perceptions of wine producers, as well as the particularities of each wine region [8]. Therefore, different approaches are required in the field of toponymy studies to examine how wineries can be transformed into branded destinations [9]. Wine tourism is the intersection of many dimensions, functions, and benefits. At the level of functions, it contributes to the enhancement of the wider development of a specific area with a focus on the winery [10]. This development has profit potential and cultural and ethnic implications, not only for the local wineries but also for the wider geographical area [11].

From a benefits perspective, wine tourism attracts wine tourists by addressing a range of factors, including both the appeal of the wine itself and the offerings of the winery, such as services and activities available in the surrounding area [12]. According to the above, the wine tourist is interested in the natural environment, the cultural heritage, and the rural tourism activities that the area can provide [13]. It is crucial that the individual simultaneously seeks esthetic pleasure, the enhancement of their wine knowledge, or even interaction through communication and socialization [14]. According to Rocchi et Gabbai [15], all successful wineries naturally focus their attention on product quality, but this seems not to be enough because quality needs to be fully and properly communicated through multiple channels. By extension, the added value at the economic level will also be understood by the consumer public [16,17]. The name of a winery has the potential to facilitate dynamic communication between the recipient and the wider area of the winery as a tourist destination, always grounded in the wine profile of the region [18]. The communication plan has to be built in such a way that the winery’s name draws tourists seeking a well-rounded experience that includes special facilities, festivities, bonding, and social networking [19].

2. Materials and Methods

This paper is based on a content analysis that focuses on winery names in Northern Greece. We recorded 310 active wineries and producers in Northern Greece (Table A1), which administratively consists of three regions—Macedonia, Thrace, and Epirus—which by extension are subdivided into 22 prefectures in total. A more detailed overview of individual winery names and their specific naming styles is provided in Appendix A.

Data collection entailed searching electronic databases related to the wine industry, the websites of the wineries, and social media. In the second phase of our research, which was conducted during the months of January and February 2025, we proceeded with a qualitative analysis of our data by studying how producers identify their business, in relation to their brand’s business name. The third examination phase of the data led us to extract information about how wineries translate their business into the English language. For example, some of them prefer to translate the Greek name “Ktima” using the term “chateau”, and others leave it in the original, only using the Latin alphabet. We acquired information from the final screening regarding the communicational decoding based on the Fountain and Dawson [20] model, who developed four axes that determine the origins of the names of wineries.

According to their research, it emerged that the name of each winery can be related to:

• A peculiarity of the landscape or a specific feature in the location where the winery is located (hills, mountains, rivers).
• Τhe importance of the place where the winery is located (place name, streets, some special point).
• A parameter of heritage, i.e., the history, a myth with which the winery is involved, or a sense of a special prestige.
• Personal involvement, which may be related to family tradition, the name—the trademark of a producer that symbolizes much more than just a name.

The process of our research is illustrated schematically in Figure 1.

Figure 1. Graphic illustration of the research process [20] (created by authors on canva.com (accessed on 6 January 2025)).

3. Research Questions

The name of a winery is a key element of its identity and functions as a communication tool with the consumer public [21]. The choice of the appropriate name is not accidental, as it reflects both the winery’s philosophy and its market positioning strategy [22]. This focus forms the basis of the first research question:

RQ1: Which terms do wine producers use in Northern Greece to define their businesses?

Winemakers adapt the international terms used for wineries into their own language, creating names that combine global winemaking traditions with local linguistic and cultural heritage [23]. This perspective frames the second research question:

RQ2: How do wine producers in Northern Greece adapt and translate international terms related to their wineries into Greek, and to what extent do they maintain international conventions or integrate local linguistic elements? For example, some winemakers translate the Greek word ‘κτήμα’ as ‘estate’ to align with international terminology, while others retain the Greek term ‘κτήμα’ in Latin letters (i.e., ‘Ktima’) to preserve a local identity.

The strategic choice of name is closely linked to the values and philosophy of the winemaker, and functions as a tool to form a distinct image in the market [24]. Through their name, wineries can communicate the tradition, location, quality, and authenticity of their products, while at the same time strengthening their connection with consumers and their wider tourism destination [25]. This leads to the third research question:

RQ3: What is the correlation between a winery’s name and its communication strategy in Northern Greece?

4. Results Regarding the Communicational Reflections of Northern Greek Winery Names

Examining the 310 wineries of North Greece, we found that the names of the wineries are divided into nine categories:

• Winery names that are part of the producer’s name and the term “Winery”; for example: “Voulgaris Winery” in the subregion Thessaloniki in Macedonia.
• Names using the term “Chateau”; for example: “Chateau Nico Lazaridi” in the subregion Drama in Macedonia.
• Names using just the term “Wine(s)”; for example, “Goudousakis Wines” in the subregion of Xanthi in Thrace.
• Names using the term “Estate”; for example, “Alpha Estate”, in the subregion of Amyntaion in Macedonia.
• Names using the term “Ktima” which in Greek is translated as manor; for example, “Ktima Gerovassiliou” in the subregion Epanomi in Macedonia.
• Names using the term “Vineyard(s)”; for example, “Tsantali Vineyards” in the subregion Agios Pavlos in Macedonia.
• Names using the term “Domaine”; for example, “Domaine Glinavos” in subregion Zitsa in Epirus.
• Names which include the term “Family”; for example, “Efthimiou Family Wines” in the subregion Thesprotia in Epirus.
• Names that consist only of the producer’s name in combination with the term “Winery”; for example, “Zervas Family”, in the subregion Thesprotia in Epirus.

In Table 1, we present our findings in relation to the frequency of the names we categorized above. Most of the wine producers in Northern Greece prefer to define their wine business as a “Winery” but using also their name and surname in some cases. Of the 310 wineries, 122 define themselves as wineries in combination with the wine producer’s name, which results in the highest percentage in our study, 39.4%. Secondly, 40 wineries use just the term “Wine(s)” in their brand, with a percentage of 12.9%. Additionally, 34 (11%) wineries use the Greek word “Ktima”, 33 (10.6%) wineries use the term “Estate”, and 31 (10%) wineries use the term “Vineyard(s)”. Furthermore, 20 wineries (6.5%) choose to be defined by the producer’s name only, 19 (6.1%) wineries are characterized as “Domaine”, and 9 (2.9%) wineries include in their brand the term “family”. Finally, there are only two wineries, with a very small percentage of 0.6%, that choose to be called “Chateau”.

Table 1. Winery name categories in Northern Greece.

Winery Name Category	Frequency	Percentage %
Winery with the producer’s name	122	39.4
Chateau	2	0.6
The term “Wine”. This category includes winery names that explicitly use the word ‘wine’ (e.g., “5 Anemoi Wines”) in their title to emphasize their focus on wine production.	40	12.9
Estate	33	10.6
Ktima	34	11
Vineyard	31	10
Domaine	19	6.1
Family	9	2.9
Producer’s name only	20	6.5
Total	310	100

Another interesting finding is that a certain number of wineries prefer not to translate the Greek word “ktima”, which means “estate” in English. There are 34 out of 310 wineries that use this same term “ktima” also in the international version of their digital presence on websites and social media. A typical example of this practice is the winery with the brand name “Ktima Gerovasilliou” [26] (Figure 2). This finding leads us to the conclusion that these wine producers try to preserve a part of their cultural heritage and also attempt to encode differentiation and authenticity based on the “sense of place” theory [27].

Figure 2. The brand name of the winery “Ktima Gerovasilliou” illustrated on the website of the winery “https://www.gerovassiliou.gr/en (accessed on 20 April 2025)”.

5. Discussion

5.1. Communicational Reflections on Northern Greek Winery Names

Extending the analysis of winery names and trying to decode the producer’s philosophy around the wine business, in terms of capturing the business name, we used as a guide the analysis of Fountain and Dawson [20], which we combined with our findings regarding the deeper meaning of a winery name. We found that the element of personal meaning is the most common communicative tactic for most of the wine producers in Northern Greece (Table 2).

Table 2. Winery names and their references.

Winery Name References	Frequency	Percentage %
Landscape	17	5.5
Place name	35	11.3
Heritage	63	20.3
Personal meaning (Use of the producer’s name as a trademark, e.g., “Zararis Wines”, “Arabatzi Estate”, or “Mitrouli Winery”).	195	62.9%
Total	310	100%

It should be emphasized that 62.9% of the names are related to the choice of the winemaker’s personal seal; the term family and all the deeper messages that stem from it are also included. The next most popular choice, at 20.3%, for the name of a winery is related to the feeling that the producer wants to communicate by enhancing the prestige of the business or creating a symbolic message that they seek to communicate to the public. When it comes to choosing a name based on the location where the vineyard or business is located, we notice that this is quite low at 11.29%. Of particular interest is the last option, which is related to the landscape and some specific characteristic of the vineyard, which gathers a particularly low percentage of 5.48%.

Through our research, it emerged that in Northern Greece there is a preference for the identification of a business with the name of the producer, which creates a correlation with a strong personal element. Compared to other regions, such as the Napa Valley [28] or Bordeaux [29], where winery names often emphasize the location or historical prestige, Northern Greece shows a stronger tendency toward personal naming. This highlights a more emotional and identity-driven branding approach.

The analysis of winery names in Northern Greece reveals a clear connection between the choice of name and the communication strategy employed by the producers. A significant percentage of wineries (62.9%) incorporate the producer’s name or family identity into their brand. This strategy fosters a personal connection with consumers, enhancing the authenticity of the product [1]. By choosing a name that reflects the producer’s identity, these wineries emphasize family tradition and continuity in winemaking, positioning the producer’s name as a symbol of trust and quality [22]. This approach not only resonates with local consumers but also strengthens the winery’s recognition in both national and international markets, establishing a personal brand that communicates the values of craftsmanship, heritage, and consistency [28].

On the other hand, wineries that incorporate geographical terms or place names (e.g., “Tsantali Vineyards” or “Ktima Gerovasilliou”) focus on highlighting the uniqueness of their location and terroir. This strategy helps to build a strong regional identity, linking the winery to its specific geographical and cultural heritage [30]. By utilizing place names, these wineries convey a sense of authenticity and connection to the land, which appeals to wine tourists seeking more than just a product but a complete experience rooted in the region’s history and traditions [10]. This approach also contributes to the development of wine tourism, as visitors are drawn not only to the quality of the wines but to the immersive experience offered by the winery and its surrounding environment [7]. Studies have shown that strong regional branding, often highlighted through the use of place names, enhances the destination’s identity and can attract tourists interested in local culture and heritage [6].

Moreover, the findings suggest that these naming strategies are not just about attracting consumers, but also about building a sense of place, which plays a critical role in wine tourism [25]. Geographical references in winery names contribute to creating a narrative that integrates the product with the land, tradition, and community, effectively elevating the winery’s appeal in the competitive global wine market [11]. This approach aligns with the broader understanding of branding in wine tourism, where the creation of a memorable destination experience relies heavily on communicating both the uniqueness of the region and the authenticity of the wine [18].

5.2. The Contribution of the Paper to the Wine Industry and the Wine Tourism Field

The name of a winery is a decisive factor for its image, commercial success, and its connection with the national and tourism identity of its region [3]. This paper addresses our initial research questions by analyzing how wine producers in Northern Greece adapt international winery terminology into their own language and branding strategies. Our findings suggest that winery names serve as strategic tools that shape consumer perception, enhance place branding, and contribute to the overall marketing and tourism appeal of Northern Greek wineries [31].

The naming strategy of wineries can play a decisive role in the development of wine tourism and the strengthening of regional identity [16]. By choosing names that reflect location, tradition, or terroir, winemakers can attract tourists and highlight the authenticity of their products [6]. At the same time, the use of place names or certain terms can contribute to the promotion of a specific region as a wine destination, strengthening both the wineries’ brand and the local economy [18].

5.3. Limitations and Future Research

This paper attempts to open the discussion on the strategic role of winery names as communicational tools that influence consumer perception, brand identity, and wine tourism development [7]. Nevertheless, this study has certain limitations:

• This work primarily focuses on Northern Greek wineries, limiting the generalizability of its findings to other wine regions with different cultural, historical, and economic contexts.
• The paper relies on a qualitative analysis of winery names and their online presence, which may not fully capture consumer perceptions or the actual impact of naming strategies on purchasing behavior and wine tourism engagement. However, it should be noted that not all wineries in the sample may have an active website, and the extent of their online presence may vary. This analysis primarily focuses on those wineries with a visible digital footprint and may not fully capture the consumer perceptions or the actual impact of naming strategies on purchasing behavior and wine tourism engagement.

Future studies could expand the geographical scope to include other wine-producing regions, allowing for comparative analysis of naming conventions across different cultures. Additionally, incorporating consumer surveys and experimental studies could provide deeper insights into how winery names influence consumer choices, brand loyalty, and tourism appeal.

The data in Table 2 show various naming patterns, but further examination into the relationship between wineries’ geographic locations and their naming strategies could provide deeper insights into how local factors influence branding decisions. Future research could incorporate geographical variables, such as proximity to tourist destinations or historically significant areas, to assess their impact on naming strategies [13]. A comparative analysis across regions could reveal whether the naming practices in Northern Greece are unique or part of broader regional trends. Moreover, studying consumer perceptions of winery names in relation to location could enhance our understanding of regional identity’s role in consumer behavior, branding, and wine tourism [30].