wine as a marketing tool
Raise a Glass to Wine Tourist Diversity
April 29, 2019
Not all Chinese wine tourists are the same. Although wine tourism is becoming more popular in China according to a study published recently by a group of researchers including SHTM professors Hanqin Qiu Zhang and Brian King, there is wide variation in tourists' level of involvement in wine-based activities. Drawing on the findings of a survey measuring levels of involvement in and perceptions of wine tourism, the researchers provide useful information for marketers aiming to develop targeted trips and marketing strategies. Interest in wine tourism has increased worldwide as tourists seek "authentic and individualistic experiences" while on...
100-Point Wines As A Marketing Tool
Larry Mogelonsky | November 11, 2015
By Larry Mogelonsky, MBA, P. Eng, (www.lma.com) When it comes to wine, numbers are important. Those who are aficionados understand ratings issued by Wine Spectator, Robert Parker, Wine Advocate and so on. (New entrants are also coming onto the scene to guide beginner oenophiles on their quest for grape enlightenment; try playing around with the mobile app 'Vivino'.) Each of these well-known resources ranks vintages every year based upon their staffs' finely tuned and trained palates. The rating scales used tend to be logarithmic in design whereby an 88-scoring drop – while quite acceptable for the average person – is really ...
