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Unlocking the Asian Wine Market: An Exploratory Case Study

Michael Beverland (Lecturer, Department of Marketing, Monash University, PO Box 197, Caulfield East, Victoria 3145, Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 2002



Faced with the prospect of over supply, wine exporters are increasingly focused on establishing new markets, particularly in Asia. Recent papers have suggested that relationship‐marketing approaches may be the most successful for establishing wine sales in these markets. Despite many models, evidence on the content and implementation of relationship marketing remains scarce. This research reports on the experience of one firm in Asia, and identifies the link between cultural values and the need for relationship based strategies for wine exporters to Asia. Tactical implications for wine markets are also explored.



Beverland, M. (2002), "Unlocking the Asian Wine Market: An Exploratory Case Study", International Journal of Wine Marketing, Vol. 14 No. 3, pp. 53-64.




Copyright © 2002, MCB UP Limited

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