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Contemporary Wine Marketing and Supply Chain Management: A by Daniel J. Flint, Susan L. Golicic, Paola Signori

By Daniel J. Flint, Susan L. Golicic, Paola Signori

Drawing on over 2 hundred interviews and visits with vineyard vendors, executives and bosses from over a hundred businesses in 5 international locations, specialists throughout advertising and marketing and provide chain administration study winning advertising and marketing frameworks as they follow to growers, wineries, vendors and retailers.

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The director had a clear and passionate vision for the future as he looked forward to reaching a four-million-bottle mark so that his size would place him in the top five of his distributors, allowing his wine to get the attention it needed and access markets he targeted. Wine Macromarkets We can think of markets for wine in many ways. Many wineries do not take advantage of the ways markets can be viewed. Because of that, they wind up competing head-to-head within crowded markets using strategies and tactics similar to those of their immediate competitors.

There are relationships between a winery’s image, its source nation, and the images of its brands. In this case, we focus simply on how country of origin works. If a consumer desires a high-quality Brunello, for example, then it is important that the wine come from Italy and possibly even only the Montalcino region. For this reason, high-quality wines from this region highlight their location and even the DOCG (Denominazione di Origine Controllata e Garantita) designation. We will discuss this appellation system in greater detail when we discuss brand positioning in chapter seven.

As of June 2014, his Michael Mondavi Family Estate winery facility had been sold, and the family was actively looking for a new location in the region to establish their presence, all the while remaining focused on the existing customer base and wine club membership. 32 ● Contemporary Wine Marketing and Supply Chain Management Michael is one of the more well connected and respected winery executives in the industry, and in fact he helped us make additional connections in Italy. However, he and his organization clearly represent first and foremost a strong customer orientation, constantly seeking input and feedback so that not only do they produce outstanding wines, they remain connected with consumers throughout the industry.

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