The Lessons from the Slovene Case

Mojca Ramšak ()
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Mojca Ramšak: Centre for Biographic Research

Chapter Chapter 3 in Wine Queens, 2015, pp 15-20 from Springer

Abstract: Abstract After the Slovene independence in 1991 winemakers took the example of wine queens from German-speaking countries, because of the lack of any joint promotion of small-scale wine growers and the fright that the wine will be edged out by other, more fashionable alcoholic beverages. Over the years, the title of the wine queen got a certain prestige and the coronations multiplied. This sort of wine marketing rests in the delusion of “old tradition” and royalty. Such comprehending and connecting the beauty pageant ceremonies with royalty and wine, has created the mists of time around the wine queens and increased profits in the wine industry.

Keywords: Wine queen; Wine kingdom; Slovenia; Invented tradition; Heritage; Wine marketing; Food promotion; Research methods; Brand recognition; Tourism (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_3

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DOI: 10.1007/978-3-319-16661-2_3

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