The 17th International Conference of the Academy of Wine Business Research (AWBR 2027) invites competitive papers and extended abstracts by 9 January 2027. Budapest Metropolitan University and the University of Tokaj will jointly host the conference in Hungary on 8–11 June 2027. Three awards will recognise the Best Paper, Best PhD Student Paper and Best Presentation.

The call asks how wine businesses can adapt to changing markets and environmental pressures while retaining the character of their regions. Tourism researchers are invited to examine how wineries design visitor experiences, how local heritage shapes a region’s reputation and how wine tourism contributes to destination development. Other topics include changing drinking habits, digital marketing and climate adaptation.

Authors may submit a theoretical or empirical paper of up to 10 pages, including the title page and references, or an extended abstract of up to 800 words reporting preliminary findings. Both formats undergo double-blind peer review. Only full competitive papers are eligible for the Best Paper Award. The organisers will notify authors of acceptance on 15 March 2027.

The programme opens with a Wine Business Industry Day in Budapest on 8 June. The University of Tokaj will host the academic sessions in Sárospatak on 9–10 June, followed by a study visit to the Tokaj wine region on 11 June. Authors can find the submission templates and the link to Oxford Abstracts in the official call for papers.