Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry to achieve certain goals, including the rejuvenation of product image, the shaping of new market places, the achievement of market differentiation and geographical diffusion, the achievement of customer loyalty, and the promotion of traditional features of the product. There is an emerging demand from wine industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. - Bridges the gap between scholars and practitioners in understanding consumers of wine - Allows scientists and professionals to make the most of R&D outcomes - Advances consumer science research to address business problems in the wine industry

Published in association with the Bordeaux College of Business, this groundbreaking book applies business pedagogy s powerful learning tool to the unique challenges of wine business management. Within are thirteen cases drawn from the examples of real business success and calamity by an international group of respected wine business scholars.

This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.

This book examines the social dimension of sustainability in the wine industry. Social sustainability focuses on people and communities. Contributors explore topics such as philanthropy, poverty, natural disasters, communication, and wine tourism from a global perspective using research and case studies in developed and developing countries. This edited book provides researchers, academics, practitioners and students with varied perspectives of social sustainability in the global wine industry.

Wine regions are attracting increasing numbers of tourists through tours, wine festivals and events, and winery, restaurant and cellar door experiences. Using a host of case studies from Europe, North America, South Africa, Australia and New Zealand this book reviews the latest wine tourism research and management and marketing strategies. The book highlights the lessons learnt for wine, tourism and related industries and concludes by examining the future of the wine tourism industry.

This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

This book is focused on the challenges to implement sustainability in diverse contexts such as agribusiness, natural resource systems and new technologies. The experiences made by the researchers of the School of Agricultural, Forestry, Food and Environmental Science (SAFE) of the University of Basilicata offer a wide and multidisciplinary approach to the identification and testing of different solutions tailored to the economic, social and environmental characteristics of the region and the surrounding areas. Basilicata’s productive system is mainly based on activities related to the agricultural sector and exploitation of natural resources but it has seen, in recent years, an industrial development driven by the discovery of oil fields. SAFE research took up the challenge posed by market competition to create value through the sustainable use of renewable and non-renewable resources of the territory. Moreover, due to its unique geographical position in the middle of the Mediterranean basin, Basilicata is an excellent “open sky” laboratory for testing sustainable solutions adaptable to other Mediterranean areas. This collection of multidisciplinary case studies and research experiences from SAFE researchers and their scientific partners is a stimulating contribution to the debate on the development of sustainable techniques, methods and applications for the Mediterranean regions.