A Strategic Framework for Marketing Sweet, Reinforced and Fortified Wines

This chapter first briefly illustrates the theoretical background of wine marketing, and clarifies the meaning of market exchanges from a marketing point of view. Then, it highlights the most relevant drivers of wine buying and consumption behaviour. It also focuses on the main features and critical aspects of sweet, reinforced and fortified wines. Finally, the chapter provides a possible strategic framework for marketing these wines taking into account consumer purchase and consumption behaviour, and product characteristics. This edition first published 2013 © 2013 John Wiley & Sons, Ltd.