A Consumer Approach to Branded Wines

Abstract

Concentrates on the elements of creating commercially successful wine brands through focusing on the three major areas for international wine and spirits companies ‐ the UK, the USA and Canada. Believes that the greatest body of consumer research has been undertaken in the UK and that in the absence of any other research from these markets the UK experience for the basis of this summary. Delves into the current wine market and consumer behaviour, segmenting this into a series of ways and types and categorisations. Investigates country of origin regarding wines and lists these giving a breakdown on each.

Citation

Gluckman, R.L. (1986), "A Consumer Approach to Branded Wines", European Journal of Marketing, Vol. 20 No. 6, pp. 21-35. https://doi.org/10.1108/EUM0000000004649