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Journal cover: International Journal of Wine Marketing

International Journal of Wine Marketing

ISSN: 0954-7541
Currently published as: International Journal of Wine Business Research

Online from: 1989

Subject Area: Marketing

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Development in the Global Alcoholic Drinks Industry and its Implications for the Future Marketing of Wine


Document Information:
Title:Development in the Global Alcoholic Drinks Industry and its Implications for the Future Marketing of Wine
Author(s):Tony Spawton, (Elton Mayo School of Management, South Australian Institute of Technology)
Citation:Tony Spawton, (1990) "Development in the Global Alcoholic Drinks Industry and its Implications for the Future Marketing of Wine", International Journal of Wine Marketing, Vol. 2 Iss: 1, pp.47 - 54
Keywords:Alcoholic Drinks Industry, Marketing, Marketing Strategy
Article type:General review
DOI:10.1108/eb008578 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The changes that are occurring in the international market for alcoholic drinks are addressed and implications on how these changes will affect the marketing of wine in the future are made. The article identifies that the wine industry is not one but two industries which will deploy quite different tactics to meet future threats and opportunities. It is also argued that wine marketing issues in the future will be at the forefront of wine company research and decision making.


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