International Journal of Wine Marketing: Volume 13 Issue 1

An Exploration of Contemporary Marketing Practices in the New Zealand Wine Sector: Evidence from Three Cases

Adam Lindgreen

The purpose of this paper is to examine whether or not transaction marketing is being employed together with various types of relationship marketing. A classification scheme of…

Market Entry Strategies for Western Produced Wine into the Chinese Market

Phil Bretherton, Peter Carswell

The article gives an introduction to the wine market in China and outlines its development. It goes on to identify the key issues which need to be addressed in order to enter the…

Exploring the Links Between Wine Choice and Dining Occasions: Factors of Influence

John Hall, Larry Lockshin, G. Barry O' Mahony

Wine consumption in Australia has increased rapidly over the past decade with a subsequent increase in wine sales within restaurants. From a marketing perspective, however, few…

The Evolution of Wine Events in Australia and New Zealand: A Proposed Model

Darina Hoffman, Mike Beverland, Michelle Rasmussen

The wine sectors in Australia and New Zealand have developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long…

Using Involvement and Brand Equity to Develop a Wine Tourism Strategy

Larry Lockshin, Tony Spawton

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…