Wine marketing. A literature review

This study concerns a Systematic Literature Review (SLR) about wine marketing. Due its characteristics, for its complexity and heterogeneity, wine can be considered as a special product for marketing studies. Through searches performed by selected keywords on databases, we have identified 255 relevant peer reviewed articles useful for our review objectives. The found articles were divided in five clusters: consumer studies, marketing management studies, tourism studies, organic wine and sustainability and, lastly, country of origin and branding. We argue that wine market, with its abovementioned characteristics, can be considered as a special observation field, useful to the progress of marketing studies.