Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of...

A winery with a marketing-oriented strategy is capable to understand the configuration of a marketing mix (with its implications, opportunities and costs) and to effectively compete with other wine producers in today’s quasi-saturated, complex and challenging wine industry. Such a winery is...