The 17th International Conference of the Academy of Wine Business Research (AWBR 2027) will take place on 8–11 June 2027 in Budapest and Sárospatak, Hungary, hosted by the University of Tokaj. The event will connect wine business researchers, industry professionals, doctoral students, and early-career scholars.

Under the theme “Rooted in Place, Reimagining Value: Wine Business in an Era of Cultural, Market and Environmental Transformation,” the conference will examine how wine businesses respond to changing markets while maintaining their connections with regional identity and cultural heritage.

Research areas include wine tourism and visitor experiences, regional branding, consumer behaviour, climate adaptation, digital marketing, artificial intelligence, retail innovation, and family-owned wineries. Contributions addressing the relationships between heritage, sustainability, innovation, and business development are particularly relevant.

Authors may submit competitive papers of up to 10 pages, including references, or extended abstracts of up to 800 words. Both categories undergo double-blind peer review. Submissions must be anonymised, follow the prescribed templates, and be uploaded through Oxford Abstracts.

Publication opportunities include a forthcoming special issue of the International Journal of Wine Business Research. Journal submissions remain subject to separate editorial assessment and peer review.

Conference at a Glance

• Overall dates: 8–11 June 2027

• Industry Day: 8 June, Budapest

• Academic conference: 9–10 June, Sárospatak

• Tokaj study trip: 11 June

• Early registration: 1 December 2026–14 April 2027

• Regular registration: 15 April–30 May 2027.

• Submission deadline: 9 January 2027

• Acceptance notification: 15 March 2027

• Contact: awbr2027@gmail.com.

For submission templates, registration details, and programme updates, visit the official AWBR 2027 website.