The blending of wine and identities Chapter uri icon

Book Title

  • Wine and Identity: Branding, Heritage, Terroir

abstract

  • A tale of two vignettes In concluding our discussion of wine and identities, we start with two brief vignettes. Both were observed during the writing of this book and illustrate some of the complex relationships between branding, heritage and terroir. These two vignettes remind us that winemaking is first and foremost a commercial enterprise. It is a competitive global market; both regions and individual wineries are locked in an ongoing struggle to come before the attention of consumers and encourage purchases. Strong identities and heritage give many a competitive advantage, but that has to be carefully and strategically managed and marketed to translate it into sustainable sales.

publication date

  • 2014