Abstract
Brand marketing in the wine industry is a relatively new phenomenon that is related to the rise of New World producers. In the Old World, wine was marketed and “branded” by its place. Today, brands often have little or nothing to do with place, and everything to do with factors such as image, packaging, and positioning.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2001 Springer Science+Business Media New York
About this chapter
Cite this chapter
Huneeus, A.F. (2001). Building a Premium Wine Brand. In: Moulton, K., Lapsley, J. (eds) Successful Wine Marketing. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-29965-5_12
Download citation
DOI: https://doi.org/10.1007/978-0-387-29965-5_12
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4757-6631-8
Online ISBN: 978-0-387-29965-5
eBook Packages: Springer Book Archive