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  • Thumbnail for The globalization of the wine industry
    The globalization of the wine industry by Hustava, Neal K.

    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.