The branded wines | Pierre Mora

For many observers, the future of French viticulture, especially in the aisles of large supermarkets, will involve the development of branded wines. Branded wines are often the strength of New World countries to position themselves alongside major distributors. Faced with these challenges, France is starting to develop branded wines, which is seen as one solution to the current problem of overproduction. After presenting the contributions and virtues of "branding" in general and in the wine sector, the book showcases 22 wine brands, French or foreign, selected for their performance and the diversity of their positioning. For each brand, details are provided such as the brand's identity, the company or group that owns it, the target market and competitive context, the marketing strategy adopted, the economic or financial performance achieved, and the brand's relationships with its suppliers and distributors. Each case study leads to "key takeaways" that allow the reader to become familiar with effective commercial methods and policies.