Wine Positioning A Handbook with 30 Case Studies of Wine Brands and
This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successf
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Pierre Mora
Wine Positioning A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Pierre Mora
Wine Positioning A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Pierre Mora Marketing Department KEDGE Business School Talence France
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-319-24479-2 ISBN 978-3-319-24481-5 (eBook) DOI 10.1007/978-3-319-24481-5 Library of Congress Control Number: 2015956786 Springer Cham Heidelberg New York Dordrecht London # Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
What Do You Say with Your Wine?
I am from a region, Bordeaux, where each family was accustomed to having its doctor, notary, watchmaker, confessor. . . and its winemaker. I am from a country, France, where traditionally people drank two glasses of red wine every day, noon and night, and almost always the same kind of wine. Changing kinds would have been perceived as an infidelity. White wines from Val de Loire were drunk mostly on Sundays with oysters; Rose´ de Provence on holidays with fresh salads; Easter lambs were associated with Burgundy; and Sauternes or Loupiac were served at Christmas. Habits were simple and volumes predictable. People used to “drink the cellar of their father and prepare the cellar of their children.” Then I traveled through the wide world of wine. I discovered the wines of Somontano facing the sun of Aragon in Spain and those of Friouli in Italy refreshed by the Bora wind coming from the Alps. I was impressed by the courage of the winemakers at the foot of the Andes who attempted the adventure of export to the United States and Northern Europe. I was excited by the Califor
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