Staff profiles
Professor Gareth G Morgan
Professor and senior lecturer, MA BA PhD FAIA(Acad) DiplWSET
Phone 0114 225 5231
E-mail gareth.morgan@shu.ac.uk
Subject areas
- Accounting
- charities and not-for-profit prganisations
- wine studies
Research centres and institutes associated with
- Centre for Individual and Organisational Development
- Centre for Voluntary Sector Research
Profile
Professor Gareth Morgan leads Sheffield Hallam University's Centre for Voluntary Sector Research but he is also is a specialist in the field of wine. His interests include wine production, marketing, and legal issues including licensing law, accounting and tax issues for UK wine producers, and the requirements of quality wine schemes in the UK and other EU countries.
He first developed an interest in wine in the early 1990s and has subsequently studied the field extensively. He holds with WSET Diploma (with Honours) and is a full member of the Association of Wine Educators. He has experience of presenting wine events to a range of audiences ranging from consumer groups to academic audiences.
He has a particular interest in the work of English vineyards - he is a member of the UK Vineyards Association, and acts as 'Wine Specialist' to a leading vineyard in the Yorkshire region. He also has a particular interest in the wines of Bordeaux (as offered in the UK) and he is a Prud'homme of the Jurade de St Émilion.
He is involved in leading a number of research projects concerned with consumer perceptions of wine, including a major longitudinal study of consumer attitudes to wine vintages and the development of wine over time.
Wine is his second academic interest alongside his principal specialisation in the work of charities and not-for-profit organisations. Linking the two areas, he has a particular interest in the role of wine in charity fundraising activities, where complex interactions arise between charity law, licensing law, charity tax rules, and the behaviour of consumers and donors.
Research interests
- wine law and economics
- consumer perceptions of wine - especially in relation to quality wine designations and vintage development
- the supply of alcohol by charities - especially wine-related charity fundraising
Publications (related to wine studies)
Morgan, GG (2007): 'Consumer Perceptions of Wine Vintages: Towards a Methodology for Longitudinal Assessment' (Sheffield Hallam University CIHMR Food and Gastronomy Conference, Nov 2007).
