search query: @author Spawton, T. / total: 9
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| Author: | Spawton, T. |
| Title: | Development in the global alcoholic drinks industry and its implications for the future marketing of wine. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:4, p. 47-54 |
| Index terms: | ALCOHOLIC DRINKS INDUSTRY WINE INDUSTRY INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | The following factors that have led to changes over the last 25 years are analysed; changes in patterns of consumption, in consumer purchase behaviour; distribution and corporate changes, government and taxation. Marketing strategies adopted for the premium industry are shown to be entirely different to those adopted for the wine beverage industry. The implications of the changes discussed to the wine marketer are considered. Strategic importance of brand name and packaging is stressed, utilization of new grape varieties and the use of innovative winemaking techniques is suggested, the drive for standardized styles and consistent taste is forecast, marketing education and raising of marketing skill is proposed. |
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