Wine Management and Marketing 2 (English edition): Responses of the Industry to Crises and New Expectations

With rising competition from new wine-producing countries, substitute products, and challenges like climate change and health crises, the global wine industry faces unprecedented difficulties. Yet, within these challenges lie new opportunities for growth and innovation. Wine Management and Marketing 2 provides a deep analysis of how the industry has adapted to crises while uncovering the dynamism of innovations—both technological and organizational.

Through original research, case studies, and expert commentary, the book explores key topics such as:

• Inventory strategies in the wine sector, essential for both producers and marketers.
• The role of data analytics in small and medium-sized enterprises (SMEs), offering insights into marketing and innovation practices.
• Understanding the financial value of a hectare of vines versus its emotional value, exemplified by the iconic Petrus case.
• The evolving landscape of French wine companies and their place in the global market.

Further, this volume provides an international perspective on:

• Storytelling in wine marketing, focusing on authenticity and consumer engagement.
• The value of organic options, based on consumer willingness to pay.
• A comparative analysis of champagne advertising across different legal and cultural landscapes.

The book also delves into collective strategies and the role of terroir in brand positioning, focusing on cases like Beaujolais Rosé and the Loire Volcanique initiative. Additionally, it examines the global perception of Bordeaux wines and how the health crisis has affected wine exports.

This volume is an essential resource for wine professionals, offering a forward-looking approach to understanding the ever-evolving challenges and opportunities within the wine industry.

Features:

• Type: Book (Hardcover)
• ISBN: 9781786308740
• Publication Date: 22 September 2024
• Language: English
• Pages: 368
• Dimensions: Weight: 794g
• Publisher: ISTE Ltd and John Wiley & Sons Inc
• Classifications: Sales & marketing, Agriculture, Food & beverage technology