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Wine and Identity: Branding, Heritage, Terroir
Hardcover
Series: Routledge Studies of Gastronomy, Food and Drink
Business GeneralMarketingTravel General
ISBN13: 9780415814195
Publisher: Routledge
Published: Jan 9 2014
Pages: 256
Weight: 1.15
Height: 0.90 Width: 6.20 Depth: 9.20
Language: English
In an increasingly competitive global market winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims they are starting to link wine marketing with identity, distinguishing wine products from their competitors by focusing on cultural and geographical attributes.
This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach, drawing on research studies from around the world including old and new world wine regions. The book critically explores wine culture, history, marketing, management, 'sense of place' and tourism to offer insight into utilizing identity to sell wine and how this leads to reimagining and/or reinforcement of regional identities and cultural heritage.
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