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Developing a Marketing Strategy for English Wine in Relation to European Regulations

Owain Prys Jenkins (University of Surrey, UK)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 1992

Abstract

Shows how the development of a marketing strategy within English wine can be used to promote greater sales and also dispel the problems of European Regulation. Highlights the case for hybrid wines and the need for an approved quality wine scheme which would work hand in hand with a quasi co‐op system. Discusses the components of a successful marketing strategy illustrated through a case study which concludes that there is a recognized place for English wine within the market once a marketing strategy is adopted and pricing techniques reviewed.

Keywords

Citation

Prys Jenkins, O. (1992), "Developing a Marketing Strategy for English Wine in Relation to European Regulations", International Journal of Wine Marketing, Vol. 4 No. 3, pp. 26-34. https://doi.org/10.1108/eb008603

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited