Colorado College Logo

  DigitalCC

Use AND (in capitals) to search multiple keywords.
Example: harmonica AND cobos

The globalization of the wine industry

by Hustava, Neal K.

Abstract

Viticulture has had a rich and relatively stable history. However, in recent times, the wine industry has undergone many changes. The global wine industry no longer depends on the outmoded practices and wines of the Old World. New World wineries have grown immensely in recent years in both production and consumption. This thesis evaluates marketing strategies that have brought New World countries to their current state. It includes an investigation into market positioning, market segmentation, new packaging, and internet advertising techniques that have found their way into the wineries and brands of the New World.

Note

bachelor

Bachelor of Arts

Includes bibliographical references.

Administrative Notes

None

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:3415
Digital Origin
born digital
Extent
59 pages : illustrations
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Laux, Judy
Department/Program
Department of Economics and Business
Degree Name
bachelor
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued
2011