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Wine Brand: Take It Easy?

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Wine Positioning

Part of the book series: Management for Professionals ((MANAGPROF))

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Abstract

The aim of this chapter is to understand what a wine brand is. We will see what is the “promise of a brand” and how it can represent a key factor for success.

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Notes

  1. 1.

    E-marketing.fr

  2. 2.

    Jean Louis Vallet, past general director, PRODIS in charge wines purchasing for the Groupe Carrefour.

  3. 3.

    No logo, la tyrannie des marques, Naomi Klein.

  4. 4.

    Adapted from “Le vin sur le divan”. C. Simonet-Toussaint. Editions Féret.

  5. 5.

    Ce qui va changer les marques. J. N. Kapferer. Editions Organisation.

  6. 6.

    An elitist appellation means that the appellation is reduced to a narrow territory , with high quality, low yields, and important awareness: Côtes de Nuits, Pomerol, Pauillac, and Ribera de Duero are some examples of elitist appellations.

  7. 7.

    On French labels the expression used to denote this is “Mise en bouteille à la propriété.”

  8. 8.

    www.e-marketing.

  9. 9.

    http://www.winebusiness.com/blog/?go=getBlogEntry&dataid=126123.

  10. 10.

    http://www.nmisolutions.com/

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Authors and Affiliations

  1. Marketing Department, KEDGE Business School, Talence, France

    Pierre Mora

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  1. Pierre Mora
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Mora, P. (2016). Wine Brand: Take It Easy?. In: Wine Positioning. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-24481-5_5

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