Advertising: a solution to market wine?

Abstract

In a highly competitive international arena, wine must find an optimal market position. Communication and marketing tools with increasingly effective techniques can be used to enter and develop markets. Regulations help protect marketing efforts through quality cues and distinctive signs used by wine professionals (AOC, IGP, branding). However, given the nature of the product and the health risks associated with wine consumption, they also determine the rules of the game that must be followed to attain commercial success. This is why wine labeling and advertising are strictly regulated. But, isn’t prohi.