Wine and Identity Branding, Heritage, Terroir [Paperback]

In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists.  To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products  whether wine or wine tourism  from their competitors, by focusing on cultural and geographical attributes that contribute to the image and experience. In essence, marketing wine and wine regions has become increasingly about telling stories  engaging and provocative stories which engage consumers and tourists and translate into sales.

This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach, drawing on research studies from around the world including old and new world wine regions. The volume is divided into three parts. The first  branding  investigates cases where established regions have sought to strengthen their brands or newer regions are striving to create effective emerging brands. The second  heritage  considers cases where there are strong linkages between cultural heritage and wine marketing. The third section  terroir  explores how a sense of place is inherent in winescapes and regional identities and is increasingly being used as a distinctive selling proposition.

This significant volume showcasing the connections between place, identity, variety and wine will be valuable reading for students, researchers and academics interested in tourism, marketing and wine studies.

Introduction  1.Exploring Wine and IdentityMatt Harvey, Warwick Frost and Leanne White  Heritage  2.Old World Winemakers in the New World Warwick Frost and Jennifer Laing  3.The Survival of the Jewels of Gastronomy in Todays Markets: Andaluciasl³3