The Marketing Approach in Wine Kingdom

Mojca Ramšak ()
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Mojca Ramšak: Centre for Biographic Research

Chapter Chapter 5 in Wine Queens, 2015, pp 27-31 from Springer

Abstract: Abstract The significance of the characters wine queen and wine king is not only symbolic, but also economic. Unlike the wine queens, it is not the king’s general and indirect knowledge of wine, physical appearance, age or communication skills that are judged, but instead the quality of the last year’s wine. Economic sight that must be shown by the kings can be similarly shown by wine queens with Wine Queen’s Wine. It is the wine which she presents in protocol-educational events. The Wine Queen’s Wine is a marketing niche for smaller wine makers who lack the sources for mass advertising.

Keywords: Wine queen; Wine king; Wine queen’s wine; Wine marketing; Emotional brand marketing; Consumer behavior; Diving for the wine; Invented tradition; Wine ritual; Wine storytelling (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_5

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DOI: 10.1007/978-3-319-16661-2_5

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