Little is known about the relationship between distribution and market share in the wine category. Understanding the influences of product and distribution characteristics at the SKU-level and incorporating them into marketing strategy and planning has important managerial and academic...

China׳s growing wine consumption is having a major effect on the global trade in wine. Growing awareness and consumption of grape-based wine in China has moved from a small number of very wealthy and often older buyers to an increasing number of younger, middle-class consumers. In this...