International Journal of Wine Marketing: Volume 4 Issue 3


Table of contents

A Regional Approach to Wine Marketing: A Case Study

Ben Phillips

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…

Using Market Conventions to Create a New Wine Brand

James Cawley

No brand of wine enjoys the market shares and premium prices obtained in other alcoholic beverage markets. Market conventions work to prevent a single brand having a large share…

Czechoslovakian Wine: Strategy in a Liberalized Economy

David Jennings, Chris Wood

Examines through a case study and commentary the strategic situation facing a large Czechoslovakian drinks producer, Vino Mikulov. The case material illustrates the extreme…

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

Owain Prys Jenkins

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…

Prospects and Potential for the Czech and Slovak Wine Industry

Jeremy Lee Williams

Argues that lack of knowledge of Czechoslovakian wines in the international marketplace represents an opportunity to develop an identity based on quality, premium wines from the…

The Australian Society of Wine Educators

B.C. Rankine

Gives an account of the formation in 1991 of a new wine body, the Australian Society of Wine Educators, which is already becoming accepted as significant in the Australian wine…


Low‐alcohol Wines: The Consumer's Choice?

Michael Howley, Nicola Young

Attempts to quantify the impact of de‐alcoholized, low and reduced‐alcohol wines on the UK wine market, from their appearance in the late 1980s, to the present day. Also assesses…

South Africa 1992 Wine Export Survey

Peter Garrett

Describes South Africa's viticultural background to illustrate the shape of that industry's present marketing picture in the light of diminishing anctions and the country's…



Online date, start – end:

1989 – 2006

Copyright Holder:

Emerald Publishing Limited