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Wine Positioning - A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World - 1st Edition (2016) pdf Gooner

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  Publisher: Springer; 1st ed. 2016 edition (November 27, 2015)
  Language: English
  ISBN-10:
3319244795
  ISBN-13: 978-3319244792
  
  This book introduces readers to the concept and implementation
of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions
around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing
of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star
brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art
wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and
wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and
wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and
presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their
respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent
developments in wine marketing, including the growing importance of wine brands as new territories in the global
vineyard, and the role of appellations as the essence of cultural diversity. 						

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