THE DEMAND FOR ORGANIC WINES AND ORGANIC WINE MARKETING

摘要

The highly competitive environment of marketing alcoholic drinks in the international market is changing the face of the wineries and their wine marketing strategies. The new course of action demands that wineries improve marketing policies in harmony with their production capacity. The globalisation of the international alcoholic drinks market will lead to a change in the practice of wine marketing in the future. The world wine market is the subject of increasing interest to new world wine producers as their national outputs grow and they become more export oriented. Wine will be exposed to increasing competition (especially in the beverage wine market not in fine wine market) as alcohol marketers endeavour to expand market share in a declining total market. If it is to prosper in the future, the wine industry will need to adjust and equate its marketing capabilities with those of its production skills. Worldwide demand for organic products is increasing rapidly (especially in Germany, England, Switzerland, New Zealand, Japan, and the United States). The demand for wine has evolved over the last decade, especially the EU consumers has shown increasing demand for organic wines. More and more new organically based wineries are being established and old traditional wineries are adding organic wine to their product line. Therefore, organic agriculture and organic wine marketing (especially product, price, promotion and distribution of organic wines) will be examined in this paper.