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The Initiation into the Wine Kingdom

In: Wine Queens

Author

Listed:
  • Mojca Ramšak

    (Centre for Biographic Research)

Abstract

Since a global wine market became extremely competitive, wine producers were trying to increase their gross revenue. To attain this aim they connected wine with national, regional or local identities to distinguish their products from their rivals. It helped them to strengthen their brands or create new effective brands. Ace of the brands, related directly to identity, is a wine queen. It has spread from Europe to the Americas and to Asia and everywhere is responsible for the promotion of wines, countries and wine consumption. All over the world wine queens represent national, regional and local wine cultures.

Suggested Citation

  • Mojca Ramšak, 2015. "The Initiation into the Wine Kingdom," SpringerBriefs in Business, in: Wine Queens, edition 127, chapter 0, pages 1-3, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-16661-2_1
    DOI: 10.1007/978-3-319-16661-2_1
    as

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