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Over the last decade there has been an increase in the development of products sold as own label brands. The major UK grocery multiples have successfully employed this strategy, gaining more than half the grocery market with their own branded products. Supermarkets have strengthened their...
Despite the public profile of many luxury brands, little is known about the positioning and marketing of these products, or the consumer interpretations of each brand. This article reports on a twopart study in an attempt to understand the dynamics of this market. The first study reports on the...
The wine industry is a multibillion product value category worldwide with a significant part being sales through hospitality service providers. Although wine sales add considerably to the profitability of many restaurants, hotels, bars and other hospitality establishments, few studies have been...
Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created through lifestyle choices or via lifecycle maturity. Qualitative research with a quota sample of American wine drinkers suggests that lifestyle choice is the more reliable source...
This article reports on research that examined internet adoption by 225 Australian wineries. Findings indicate that this new technology has been widely embraced by the industry and that numerous perceived benefits, especially associated with email marketing, are being achieved. The study found...
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