...fullfil the high demand for quality international wines experienced in the chinese market over the past few years, in particular, first class Spanish Rioja wines. We believe that the sales of Spanish wine makes for a great economic opportunity in China, especially in the capital city of Beijing. Increasingly, the importers, distributors and, most importantly, the general public have become familiar with Spanish wine and its superior quality. Thus, China has become the third most important market for Spanish wine in the world. The sales of Spanish wine bottled to China increased 41,1 % in value during the first semester of this year, with 36.9 million euros sold between January and July, This has positioned Spain as the third world seller, with 6,9 % of the market, behind France and Australia. Statistics indicate that in a decade China will be a substantial market for Spanish partly due to the fall of tariffs since Chinas entry into the World Trade Organization , the fast growing middle and upper class and therefore, the increase of purchasing power. According to Vinexpo, the wine consumption in China boomed between 2007 and 2011 reaching a growth of 142.1 % with a total of 159.25 million boxes purchased. Although it is foreseen that the growth rate will slow down to 39.6 % between 2012 and 2016, the Chinese will drink 252 million boxes of wine in 2016. In 2010 the Chinese bought nearly 47 million liters of Spanish wine. Six times more than in 2009, therefore our sale...
Words: 839 - Pages: 4
...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 COMMUNICATIONS INTERNAL INTRA-REGIONAL unplanned messages product & service messages ) initiated by planning group ( planned messages ( planning group ) CONFIRM SAY DO community support, unsought local media support, industry and government body support workshops and seminars, liaison...
Words: 4870 - Pages: 20
...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...
Words: 4812 - Pages: 20
...The Wines of Italy and Spain Anthony M. Phillips American Public University Spain has had a rich history of viticulture for quite some time. Evidence suggests that vines were planted in the country as far back as 65 million to 2.6 million years ago. The real wine history and culture of Spain began when the Romans defeated the Carthaginians in the Punic war. After that the peninsula became part of the Roman Empire and they named it Hispania. Spanish wine flourished under Roman rule, and it is often referred to as a golden age for the delicious spirit. The two major wine producing areas were Tarraconensis close to Barcelona in the north and Baetica in the south (they are now called Tarragona and Andalusia). When the Roman Empire began to decline some barbaric tribes from the north moved into Spain for a period of time after them were the Muslims. It was not until the middle-ages, when monks moved into Spain, that wine production and viticulture picked up steam again. Around 1850 French wine-makers encountered a bug called the “phylloxera”. This bug destroyed most of France’s vineyards. That is when French winemakers decided to move into neighboring Spain where the bug had not attacked. They brought their winemaking techniques and styles with them and taught the Spanairds how to make the best possible wine that they could. Before this the Spanish wines were made to be drunk right away, and they lacked color among other things. It was during this time that the Spanish wine...
Words: 558 - Pages: 3
...Name Professor Course Date History of wine Introduction The earliest evidence of production of wine was found in Georgia and Iran. The altered conscious that is produced by wine is considered to be religious. The Greeks worshiped Bacchus and Dionysus, and the people of Rome carried on the cult. However, the consumption of wine was one part of practices of Jewish people even during the biblical times. In the last supper, the wine was used in commemorating Eucharist thus becoming a Christian church essential. Muslims forbade consumption as well as the production of wine. However, during the golden age, the Muslims were using wine for industrial purpose, for example in perfume production. Further, the distilled wine was used for the medicinal purpose (Shapin, 12). The information regarding the first wild grapevine cultivation is still uncertain (Brown, 145). Grapes grow in Azerbaijan, Armenia, Georgia, southeastern and coastal Turkey, the northern Levant and northern Iran. The fermenting of wild grape was easier due to the development of pottery in the Neolithic period. One of the oldest wineries discovered was in vayot dzor, in the Arena- 1 cave. In the site, there were fermentation vats, cups, jars and a wine press (Brown, 145). Wild grapes vines and seed were also found. In early Bronze Age, there were plenty of domesticated grapes in the near east. Further, there is an evidence of wine production in Egypt and Sumer (Shapin, 12). According to McGovern...
Words: 1267 - Pages: 6
...문예송 2010-10415 Principles of Accounting Individual Report Wine Industry Vina Concha y Toro (Chile) History of Chile Wine and Concha y Toro The Chile wine industry has enjoyed immense success and growth on the past two decades. The quality of Chile wine brands are at par with the most famous brands from the Old World countries and has been able to secure international prestige. Wine making began from the late 16th century by the Spanish conquistadors and missionaries. Despite the political connection to the Spanish, Chile wine is historically influenced by the Bordeaux French wine which started in the late 19th century with many wealthy Chile wine makers importing Bordeaux grapes such as Cabernet Sauvignon, Merlot, Malbec, Carmenere, and Cabernet Franc to plant in the ideal valleys of Chile. These species of grapes were rare and are considered the “lost” species of grapes from Bordeaux due to having been imported before the phylloxera (blight) epidemic which ravaged and destroyed Bordeaux vineyards in the late 19th century. The ruined wine industry in the late 19th century also prompted many French wine makers to travel to South America bringing their experience and accumulated traditional techniques. This was the second tide of Chile wine history where currently famous firms were established by the wealthy wine makers of Chile such as Vina Errazuriz by Don Maximiano, Ochagavia Wines by Don Silvestre Ochagavia Echazarreta and Concha y Toro by Don Melchor de Santiago in the...
Words: 1550 - Pages: 7
...other countries will continue to do business with. Spain has a long rich history with earliest signs of inhabitants going back to 800,000 BC. By 1200 BC North African and Celtic tribes settled on the peninsula creating a Celt-Iberian race. In turn, areas of Spain were colonized and fought over by the Phoenicians, Greeks, Carthaginians, Romans and the Goths. Moorish armies from North Africa invaded the peninsula in the 8th century AD and defeated the last Visigoth King and created Europe's only Muslim territory. They conquered large parts of the country finding strong resistance only in small Christian kingdoms in the north. In 1469 Isabella of Castalia and Ferdinand of Aragon married. With that, they united two Christian kingdoms. The Spanish inquisition was born of the desire to "re-Christianize" the newly unified Spain, where thousands of Jews and Moors were...
Words: 2328 - Pages: 10
...Selling Beer in Spain George A. Murray MG352 International Business July 16, 2010 Abstract This paper explores the possibility of Red Drive Brewery expanding its operations into an overseas market. The country of Spain has been identified as the initial target market for Red Drive’s expansion. Research into this plan has been accomplished using the internet and the Business Source Premier database (BSP). Some of the areas explored in this paper deal with the economics of doing business in Spain, the attitudes of people in Europe generally and Spain in particular toward adult beverages, and an analysis of the overall market for adult beverages complete with specific information concerning beer. Facts and figures are used in an effort to validate a decision rendered as to whether or not to pursue the expansion of Red Drive Brewery operations in overseas markets. Keywords: Alcohol market in Spain, economy of Spain Selling Beer in Spain Spain is located in the extreme southwest portion of Europe. The country shares a border with France to its northeast and Portugal to its west, is bounded by Bay of Biscay to the north, and the Mediterranean Sea to the east and south (See Figure 1). In 1975, the government of Spain moved from a dictatorship to a democracy and began to experience an economy which was both dynamic and rapid in growth [ (CIA - The World Factbook, 2010) ]. The economy of Spain began a period of recession in 2008 with the collapse of its housing market...
Words: 1741 - Pages: 7
...The wine produced in Chile were used to be made for religious purposes. It has now been changed to be enjoyed with a meal or with a friend. When the Spaniards came in 1551, a Spanish officer succeeded in making wine located 500 kilometers North of Santiago. In 1979, more that 400 years later, Miguel Torres Arrived in Chile. He brought with him new technology to improve the Chilean wine. Miguel brought with him a machine that transformed the verification process. The weather in Chile has the perfect conditions to growing healthy vines. Chile has the Atacama Desert on the north. They have the Andes mountains on the east, that bring the cool breeze from the snow. The pacific ocean on the west brings the cool breeze from the ocean. Antarctica...
Words: 404 - Pages: 2
...WINE and food belong together. That’s always been one of my cardinal beliefs. I have little use for fussy, fetishistic wine pairings in which you need a PowerPoint display and a degree in biochemistry to decide which bottle to open. No. I simply believe that the pleasure of food and wine, enjoyed in harmony, is exponentially greater than the uncombined parts. At home, I think of wine primarily as a grocery item, perhaps an overly expensive one with an outsized meaning, but ultimately part of the ensemble of a meal. This, of course, is not everybody’s understanding of wine. In fact, a significant percentage of wine in the United States, perhaps more than anybody might have guessed, is not drunk during a meal, according to a new consumer survey by Wine Opinions, a wine industry market-research company. First, the basics: The survey questioned around 800 members of the Wine Opinions consumer panel, including residents of all states except North Dakota and Montana. The panelists drink wine frequently, which the survey defines as at least several times a week. That describes only 38 percent of all American wine drinkers, said John Gillespie, the chief executive of Wine Opinions. But significantly, those frequent drinkers account for more than 85 percent of the wine consumed in the United States. The online survey, conducted in December, has a margin of sampling error of two to three percentage points. This was the first time the Wine Opinions survey had looked at whether...
Words: 979 - Pages: 4
...demand that grapes continue to create. Most of the production is used to make wine, but it is also used for table, and raisin grape production (Rieger 2004). The numerous uses for the grape have been discovered and perfected throughout history. The sweetness of the berry and the ability to produce wine from it has kept it cultivated and put to use for over nine thousand years. The natural history and geological origin of the vitis vinifera is what caused the global spread and economic success of the grape which still is still in high demand today. The original cultivation and domestication of the grape vine is not absolute certain. The first archeological evidence of the grape dates all the way back to the Bronze Age. A clay vase with wine residue was found as well as grape seeds. These artifacts were discovered around the Mediterranean area which is thought to be the original origin (Pastor 2010). Viticulture started to spread from its original location all over the Mediterranean and up through Europe. It started to spread rapidly through France around fifth century B.C. After introduced to this area it continued to spread all over Europe and over the Middle East. At this point in history grapes were being used for food, and to make wine which was being drunk mostly for hydration purposes. A new religious movement would call for the use of wine. Jesus during his last super symbolized bread and wine as his flesh and blood. This moment in the bible became a religious tradition...
Words: 2066 - Pages: 9
...Fall 2007 KYUNG HEE UNIVERSITY Seoul, Sth Korea International Exchange Program (Major: International Business) Work Experience Dec’12-YTD LVMH (MOËT HENNESSY – LOUIS VUITTON), Industry: Luxury Marketing Dept: Brand Manager DOM PÉRIGNON & KRUG Mission: 1) Development of long-term Marketing strategy to drive sustainable growth and achieve the expected level of profitability 2) Reinforce Dom Pérignon & Krug brand desirability through innovative & ultra-qualitative activations (PR & Night Trade) to transcend the champagne category. 3) Develop aspirational ATL & BTL programmes consistent with the brand positioning to increase awareness and achieve commercial goals 4) Manage the sales team and business partners to introduce new marketing and sales tools in order to gain brand awareness, distribution and sales. March’10-Dec’12 LVMH (MOËT HENNESSY – LOUIS VUITTON), Industry: Luxury Marketing Dept: Brand Manager (Glenmorangie Co. / Estates & Wines) Mission: 1) Development of long-term Marketing strategy (including product launching) for the new LVMH acquisition: Bodega Numanthia 2) Management of Wines and Whiskies categories in order to create and implement annual brand plans for all the brands 3) Work very close to the sales team to develop a strong distribution network for...
Words: 383 - Pages: 2
...2. Executive summary • Two countries researched for potential market entry of Silkwood Wines, using macro-environmental (PEST) analysis, are Argentina and New Zealand. • Argentina is an attractive market for winemakers from ‘target-market’ point of view, but it is not a good time to commence exporting to this country. Unfavourable political and economic situation are the strongest factors that influence this decision. High physical, psychic, cultural and linguistic distances from Australia represent additional potential complications. • New Zealand on the other hand offers less opportunity for profits, but being physically, psychically, culturally and linguistically close to Australia, with a favourable applicable tariff rates and historically good relationship, it is a safe option. • American slightly positive GDP growth in the last quarter and some other latest statistics indicate that the worst times relating to world financial crisis is in the past. Nevertheless, world’s economists are prognosticating that long time is needed for full recovery. Some countries are still in recession and Argentina is battling hard to come out as a winner. Higher risks are associated with these hard times, thus a safer option is recommended. • Taking all this into consideration and the facts that Silkwood Wines are inexperienced in exporting and have limited human and financial resources, I recommend New Zealand as the best country for initial entry. With characteristics above described...
Words: 16405 - Pages: 66
...PART 1 PORTER’S NATIONAL DIAMOND ANALYSIS ……………… 1.1 Factor Conditions 2 1.2 Demand Conditions 3 1.3 Related and Supporting Industries 4 1.4 Firm Strategy, Structure and Rivalry 5-6 1.5 Government 7 1.6 Chance 8 CONCLUSION ……………………………………………………………………. 9 PART 2 MARKET ENTRY STRATEGIES ……………………………..… 2.1 Joint Venture 10-11 2.2 Acquisition 12-13 RECOMMENDATIONS …………………………………………………………... 14 REFERENCES …………………………………………………………..……….. 15-17 WORD COUNT Part 1: 2310 Part 2: 939 Total: 3249 WORD COUNT Part 1: 2310 Part 2: 939 Total: 3249 INTRODUCTION Peru is a dynamic, fast-growing South American economy poised for success in international markets. Some of Peru’s flagship export products are coffee and asparagus, but in recent years, it is an emerging producer of New World wines. Peru’s wine market supply is around 45 million litres, an increase of almost 10 million litres from five years ago (USDA, 2014). Peruvian climate is ideal for cultivation of grapes with strong character, where majority of its vineyards are concentrated on the Central coast. The wine industry is Peru has promising prospects for a foreign business investment, due to growing domestic consumption and global demand for high-quality and affordable wines. ………... PORTER’S NATIONAL DIAMOND ANALYSIS ………... 1.1 Factor Conditions 1.1.1 Physical Resources Andean soils are relatively young and...
Words: 4815 - Pages: 20
...Centre-SNIEC, between the next 5 to 7 May 2016. Organizing entity this year, the Spanish Federation of Industries Food and Beverage - IFLA. | | SIAL CHINA 2016 Shanghai, together with the Food & Hotel China, is the largest international exhibition for the food and beverage industry in China, specializing in momentum in the retail and foodservice industry in China, as reflected by the presence of big players as Carrefour, Metro, and SINODIS GOURMEDIS. | China ranks as one the most important export of Food and Beverages Spanish destinations in recent years. Ranking as export destinations of the Food and Beverage industry, it indicates that China ranks eighth in the amount exported in 2014 and the second position if we do not consider the EU markets. In short, a fair of great importance within the sector. | SIAL CHINA 2016 in Shanghai, will feature the best companies and professionals, that will show the latest developments and innovations in its various aspects. In addition it should be noted that this fair because of its importance, has become an event of almost inexcusable best care for all professionals and companies, both contacts may be established as developments can be observed. | As a novelty compared to previous editions, the fair will dedicate a specific area for the foodservice industry, and for the fourth time, will be a hall specially reserved for the exhibition of Wines and Spirits companies. | In short, a fair of great importance within the sector...
Words: 292 - Pages: 2
