Wine and Identity: Branding, Heritage, Terroir

ISBN-10: 1135079749

ISBN-13: 9781135079741

Edition: N/A

Authors: Matt; White Harvey

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Description:

In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products – whether wine or wine tourism – from their competitors, by focusing on cultural and geographical attributes that contribute to the image and experience. In essence, marketing wine and wine regions has become increasingly about telling stories – engaging and provocative stories which engage consumers and tourists and translate into sales. This timely book examines this phenomena and how it is leading to changes in the wine…

Book details

Publisher: Routledge
Binding: E-Book
Pages: 272