The Initiation into the Wine Kingdom

Mojca Ramšak ()
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Mojca Ramšak: Centre for Biographic Research

Chapter Chapter 1 in Wine Queens, 2015, pp 1-3 from Springer

Abstract: Abstract Since a global wine market became extremely competitive, wine producers were trying to increase their gross revenue. To attain this aim they connected wine with national, regional or local identities to distinguish their products from their rivals. It helped them to strengthen their brands or create new effective brands. Ace of the brands, related directly to identity, is a wine queen. It has spread from Europe to the Americas and to Asia and everywhere is responsible for the promotion of wines, countries and wine consumption. All over the world wine queens represent national, regional and local wine cultures.

Keywords: Wine queen; Wine king; Wine; Heritage; Tourism; Gender; Wine marketing; Identity; Wine culture; Wine ritual (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-16661-2_1

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DOI: 10.1007/978-3-319-16661-2_1

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