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102 JULY–AUGUST 2003 > VOL 18 NO 4 > WINE INDUSTRY JOURNAL
M A R K E T I N G
Rob van Zanten, Johan Bruwer and Karen Ronning
FUNDAMENTALLY, Integrated Marketing Communications
(IMC) refers to the process of integrating and coordinating the various communication elements commonly known as the ‘promotional mix’. The promotional mix is usually considered to consist of advertising, sales promotion, personal selling and public relations, although some marketers may add other elements such as publicity, direct marketing or sponsorship as major components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance.
The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production- type) wineries and 22 cellar door sales facilities.
Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on average about three and a half million cases of wine per annum. A significant portion of Coonawarra wine is exported while at the same time Coonawarra maintains its reputation as a leading wine region through its strong presence in the Australian domestic market.
Two recent previous articles in the Wine Industry Journal
(Van Zanten & Bruwer 2002a, 2002b) examined the concept and process

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