A Regional Approach to Wine Marketing: A Case Study

Abstract

Proposes a strategic framework whereby wineries in the McLaren Vale region of South Australia can combine together to enhance exports, increase consumer awareness of their wines and raise the level of international recognition of the region, this industry establishing a new company run by the wine‐makers of the region. The company will begin by using the surplus grapes of the region and blending them into wine suitable for the UK market. Examines the structure and charter of the company and the benefits to the region. Explains the functions of the company ranging from sourcing grapes to marketing the end product and explores other issues including initial expenses, distribution of profits and time management of conflict.

Citation

Phillips, B. (1992), "A Regional Approach to Wine Marketing: A Case Study", International Journal of Wine Marketing, Vol. 4 No. 3, pp. 4-9. https://doi.org/10.1108/eb008600