TY  - JOUR
AB  - There has been considerable research into wine marketing worldwide, but little has been published concerning the marketing of UK wines. This paper outlines the background to the retail marketing activities of UK vineyards. Strategies are analysed using three exemplar frameworks: the Ansoff matrix, generic strategies, and the marketing mix. The analysis also makes reference to marketing segmentation. The most active vineyards are pursuing strategies in all four of Ansoff’s growth vectors, with the largest players involved in diversification, for example into tourism. The marketing mixes for most UK wine producers are hybrids between the parameters expected for the “fine” and “beverage” wine segments. For the tiny UK wine industry to exist and prosper, we contend that it is necessary to target niche segments using Porter’s “focused differentiation” approach. Larger vineyards attempt a broader target with tourism activities. UK wines from vineyards of all sizes are differentiated primarily by prestige pricing and by what is effectively “place marketing”.
VL  - 105
IS  - 9
SN  - 0007-070X
DO  - 10.1108/00070700310497363
UR  - https://doi.org/10.1108/00070700310497363
AU  - Richardson Oliver
AU  - Dennis Charles
PY  - 2003
Y1  - 2003/01/01
TI  - UK vineyards sector case study: Analysis of retail activities using exemplar strategic marketing tools
T2  - British Food Journal
PB  - MCB UP Ltd
SP  - 634
EP  - 652
Y2  - 2024/04/25
ER  -