Marketing Strategies used by Retailers on the International Wine Market

Abstract

In the context of globalization, the world wine industry has changed its architecture so that the big wine consumers are no longer the big producers and the big producers are no longer big consumers. Knowing that companies face complex choices when developing global marketing strategies, this paper aims to analyze the various sales strategies used by major retailers in major wine-consuming markets. Although retailers use strategies tailored to the specificities of each market, Britain's influence is felt throughout the world, and British wine retailers' marketing techniques are found elsewhere.