It is intended to explore the use of an interesting research methodology in the relatively unresearched area of wine marketing. The literature on wine marketing is briefly reviewed, wine as a product discussed, the concept of opinion leadership is examined, and the verbal protocol research...

The products that small wineries offer are examined and the product intangibility of wine is discussed. Marketing implications of the problem of defining what the customer wants from wine are examined and some solutions offered.

Marketing planning is an often neglected subject in small wineries. This article examines why planning is essential and how a plan can be prepared. It then details how a winemaker can impart information about his products.

The broad area of the wine industry and the marketing of wine, particularly, are focused on with regard to the changing environment in which wine is made and consumed. The marketing process is described in the context of its application in the wine industry and the environment in which it...

Wine tourism is a major public relations medium and for many wineries a major source of revenue. This article uses theories of brand equity to develop cellar door strategies. These theories are supported by previous research into product involvement with wine, which shows that high and low...

The changes that are occurring in the international market for alcoholic drinks are addressed and implications on how these changes will affect the marketing of wine in the future are made. The article identifies that the wine industry is not one but two industries which will deploy quite...