How history and culture influence the marketing of wine

Abstract

fluence the marketing of wine There is an increasing amount of research into both the marketing of wine and its historical development, but less consideration has been given to how the two might interact. This is a conceptual paper which considers how the historical evolution of wine consumption and production may influence some of the underlying ideas which inform the way in which the product is marketed. These include the notion of elite and democratic wines and the issue of whether wine is seen as a product or as agricultural produce. The effect of both of these on how wine is understood and promoted by marketers is also examined.