Barossa Winery: Penetrating the International Market
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Abstract
With the “internationalisation” of tastes amongst wine consumers, the need to export wine has become ever more acute for wine producers worldwide. As an example of how wine producers have attempted to gain access to overseas markets, this case study examines the export drive of a major Australian winery.
Keywords
Citation
McDougall, G. (1989), "Barossa Winery: Penetrating the International Market", International Marketing Review, Vol. 6 No. 2. https://doi.org/10.1108/EUM0000000001507
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited