Traditional marketing versus web marketing

Abstract

Marketing wine is a New World concept. The Old World overlooks marketing strategy. As Don and Petie Kladstrup pointed out in their book Wine and War, until World War II most winemakers in Europe felt that the only thing they had to do was make wine, and that people would come to buy it. Advertising and marketing were things they did not think they had to do. Many, in fact, felt it was beneath them. Today, they know their survival depends a lot on marketing and advertising, but they are still not very good at it, while the New World wineries are marketing champions.