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Essay / Research Paper Abstract
This 8 page paper discusses the overall market for wine in the United states and abroad, as well as influences on the market, consumer behavior, market sementation, niche markets, consumer attitudes and current trends.Bibliography lists 5 sources.
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8 pages (~225 words per page)
File: D0_MBwinmrk.rtf
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remove themselves from the stresses of everyday life. Even doctors, who for many years have spoken out against drinking, are now changing their tune with the discovery of the red
wine extracts and their effect on the immune system. With all this having been said, then, what exactly is in store for the wine market in terms of sales, trends,
and what are the influences on this market given the current consumer behaviors and attitudes? MARKET INFORMATION In the year 2000 the United States exported a record amount of
wine which was five hundred and sixty million dollars which is a gain over 1997s figure of four hundred twenty five million dollars. Promotional campaigns helped foster this increase for
California wines as a promotional attempt was made to develop more markets in at least twenty various countries. Nearly ninety percent of the wines exported are Californian, and were shipped
to nearly 165 countries around the world(The Wine Institute, 2002). Columbia Crests HMR strategy is part of the new wave of wine marketing geared toward the everyday consumer. Industrywide efforts
to demystify wine are escalating with several large wineries using this strategy. The industry is also supporting a generic, non-branded campaign to demystify wine. a. recent trends
Recent trends indicate that the Australian wines may have a slight edge in the table wine markets due to their aggressive attention to developing new stocks that are specifically suited
to the Australian climates and soils(**). In addition, they are breeding true for resistance to nematodes and phylloxera which have made each successive crop more robust, therefore lowering the price
by bottle to the consumer. * Marketing tactics also seem to tend toward convenience for the consumer and a quick and decisive way to choose a wine.
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