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Marketing Icewine to Japanese Tourists in Niagara: The Case of Inniskillin Winery

Atsuko Hashimoto (Department of Recreation and Leisure Studies, Brock University, St. Catharines, Ontario, Canada L2S 3A1)
David J. Telfer (Department of Recreation and Leisure Studies, Brock University, St. Catharines, Ontario, Canada L2S 3A1)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 February 1999

344

Abstract

Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumer‐led strategies to market Icewine to increasing numbers of Japanese tourists. Produced after the grapes have frozen on the vine, Icewine is an exclusive premium product. In a society where the price of the gift has become a barometer of the sender's sincerity, Icewine is well suited for the traditional Japanese custom of gift giving. This paper examines how Inniskillin's customer‐led marketing strategy matches with the psychological background of the Japanese target segment enabling the winery to sell 80–90% of all Icewine produced to its Japanese tourists.

Keywords

Citation

Hashimoto, A. and Telfer, D.J. (1999), "Marketing Icewine to Japanese Tourists in Niagara: The Case of Inniskillin Winery", International Journal of Wine Marketing, Vol. 11 No. 2, pp. 29-41. https://doi.org/10.1108/eb008694

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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