Projecting complex categories: biodynamic wine producers’ online identity

Purpose This paper aims to investigate how producers of biodynamic and sustainable wine portray their brand identity online. Design/methodology/approach The study uses an inductive approach to qualitative content analysis of wine producers’ websites. The authors use a theoretical starting point based on the categorizations literature related to institutional scripts and identity projection. Findings Producers adopt identity templates similar to the provenance and glory templates established in extant research. They demonstrate templates of community, quality, spirituality and sustainability, but there is a break in the templates, and they adopt a pseudo-rationalist template, avoiding detailed descriptions of practices and underpinning philosophy, leaving any references to them opaque and ambiguous. This may be due to concerns over scientific skepticism or spiritual suspicion, or anticipation of a lack of consumer knowledge. Research limitations/implications The geographical location of the sample poses limitations to the results of the study. However, the study provides an examination of the nuances of self-categorization as it relates to identity projection, prompting further investigation into its positive and negative potential. Practical implications Research on the connection between quality perceptions and experience and credence attributes suggests producers should do more to emphasize the philosophy underpinning biodynamics. Originality/value The study contributes to research on marketing for inherently sustainable producers who may suffer potential negative reactions in general and biodynamic wine producers in particular. This study provides nuance to the understanding of negative reactions to novel and innovative wine production practices.