Wine and Identity

<p>In an increasingly competitive global market winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products - whether wine or wine tourism - from their competitors by focusing on cultural and geographical attributes that contribute to the image and experience. In essence marketing wine and wine regions has become increasingly about telling stories - engaging and provocative stories which engage consumers and tourists and translate into sales.</p><p>This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach drawing on research studies from around the world including old and new world wine regions. The volume is divided into three parts. The first - branding - investigates cases where established regions have sought to strengthen their brands or newer regions are striving to create effective emerging brands. The second - heritage - considers cases where there are strong linkages between cultural heritage and wine marketing. The third section - terroir - explores how a 'sense of place' is inherent in winescapes and regional identities and is increasingly being used as a distinctive selling proposition.</p><p>This significant volume showcasing the connections between place identity variety and wine will be valuable reading for students researchers and academics interested in tourism marketing and wine studies.</p>