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Conclusion

In: Digital Wine

Author

Listed:
  • Tara Brabazon

    (Charles Sturt University)

  • Mick Winter

    (Charles Sturt University)

  • Bryn Gandy

    (New Zealand Public Service)

Abstract

An array of new wine regions and districts are emerging outside of the old wine economies. These new businesses are often unprotected by EU laws and languages and—since 2008—must be entrepreneurial rather than subsidized. Infrastructure funding is declining and national, state, or provincial support is reduced. Therefore, strategies must be implemented that add great value to the product economically, socially, and in terms of sustainability, at minimal cost. Many of these strategies can emerge by thinking about wine marketing and communication in a new way. For example, the Goriška Brda wine district, located on the Slovenian border with Italy, is growing, particularly in the area of wine tourism. But the question is how this region is branded beyond these nations. Igor Jurinčič and Štefan Bojnec offer some suggestions, but the mechanisms and strategies to accomplish them are unclear at this stage.

Suggested Citation

  • Tara Brabazon & Mick Winter & Bryn Gandy, 2014. "Conclusion," SpringerBriefs in Business, in: Digital Wine, edition 127, chapter 0, pages 125-127, Springer.
    • Handle: RePEc:spr:spbrcp:978-981-287-059-9_12
    DOI: 10.1007/978-981-287-059-9_12
    as

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