Advertising is one of the most widely used marketing resources in the beverage industry, yet the wine industry has not made an intense use of this resource over time. The small average size of wineries together with rising concerns about the effectiveness of advertising has led many wineries to...

Sustainability is an important challenge for wineries. Although sustainability represents a way to differentiate wines and to meet some market segment demands, it also constitutes a necessary strategy to guarantee the future development of the wine sector. However, some wineries state that...