International Journal of Wine Marketing: Volume 4 Issue 1

Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector: A Case Study

Genevieve Parrish

Studies an attempt by Bass (a UK brewing giant) to develop their future catering strategy to cater for expanding demand, introduce controls and procedures to a suitably trained…

A Means‐End Approach to the Market for Sparkling Wines

Federica Judica, W. Steven Perkins

Introduces a new approach to the investigation of consumers' reasons for purchasing (or not purchasing) products. The Means‐End Chains model, by shifting attention from product…

The UK Brewing Industry: Past, Present and Future

David C. Gilbert, Rachael Smith

Traces the diversification of some of the major companies in the brewing industry into leisure‐based interests. Identifies how current social and economic trends, coupled with…

The Impact of No‐alcohol and Low‐alcohol Products on the UK On‐ and Off‐licence Markets

Matthew Beale, Michael Howley

Studies the development in the UK of the market for no‐and low‐alcohol beers and lagers (NAB/LABs) since the late 1970s. Shows from annual sales figures for the total market and…

The Ancient History of the Making and Development of Wine

Willi K.H. Bode

Attempts to show that modern terminology and considerations, in the making, classification, marketing and enjoyment of wines, are maybe not so new as some of us today think they…

The International Marketing of Cyprus Wines: A Case Example — The UK Market

Robert E. Morgan, Georgios Sarris

Collectively, Cypriot wine‐producing firms have been unsuccessfully pursuing a strategy of market penetration in the UK for some time. Attempts to investigate and explain the…