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Crunch Time for Small Wineries Without Market Focus?

Michael Beverland (Wine Business Research, Edith Cowan University, Western Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 2000



Many industry commentators in New Zealand are predicting a rationalisation in the industry. The New Zealand wine industry consists of 297 wineries, of which, 285 are competing for just 10% of the domestic market. Using a survey derived from a set of interviews with key industry players this research analyses whether small wineries are prepared to meet the challenges facing them in the domestic and world wine markets. The results point to the likelihood of some rationalisation among wineries without a market focus.



Beverland, M. (2000), "Crunch Time for Small Wineries Without Market Focus?", International Journal of Wine Marketing, Vol. 12 No. 3, pp. 16-30.




Copyright © 2000, MCB UP Limited

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