Wine Marketing & Wine Culture

About

The stakes of wine marketing and wine culture are numerous and strategic. Wine lies at the frontier of two contradictory domains: Culture, with its links to art and even magic, and Commerce, with its commodification and appropriation. As a product coming from both agriculture and craftmanship, wine is a boundary object. Throughout its long history, wine has become a cultural object. And in the meantime, it is also an object that is sold and marketed. But culture cannot be appropriated and sold. New countries have started producing wines that compete with historical wine producers. Large conglomerates are entering the strategic niches of independent tiny producers.

The module lasts for two weeks, with classes scheduled intermittently throughout this period

Target group

Senior undergraduate (year 4) and graduate students

Course aim

Concepts and subjects covered:
• Wine culture
• Value creation in wine industry
• Status game in wine industry
• Market-driving strategies

Fee info

The offered discounts are not cumulative