In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists.  To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products – whether wine or wine tourism – from their competitors, by focusing on cultural and geographical attributes that contribute to the image and experience. In essence, marketing wine and wine regions has become increasingly about telling stories – engaging and provocative stories which engage consumers and tourists and translate into sales.

This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach, drawing on research studies from around the world including old and new world wine regions. The volume is divided into three parts. The first – branding – investigates cases where established regions have sought to strengthen their brands or newer regions are striving to create effective emerging brands. The second – heritage – considers cases where there are strong linkages between cultural heritage and wine marketing. The third section – terroir – explores how a ‘sense of place’ is inherent in winescapes and regional identities and is increasingly being used as a distinctive selling proposition.

This significant volume showcasing the connections between place, identity, variety and wine will be valuable reading for students, researchers and academics interested in tourism, marketing and wine studies.

part |71 pages


chapter |14 pages

The new gold

The role of place and heritage in the marketing of the Central Otago wine region

chapter |14 pages

Slovenian wine stories and wine identities

From the heritage and culture of wine to wine tourism

chapter |15 pages

Where wine was born?

Wine and identity in Georgia

part |81 pages


chapter |17 pages

Branding the Barossa

Pioneers, heritage and tourism in Australia's famous wine region

chapter |14 pages

From West to East

New wine markets in the United States and Malaysia

chapter |11 pages

Evolution of French wine identity

Baby boomers and Generation Y

part |74 pages


chapter |11 pages

Wine tourism in the São Francisco Valley, Brazil

The search for a distinctive identity

chapter |17 pages

Old wisdom from the New World

Wine tourism lessons from South Africa

chapter |14 pages

From Merlot to Nk'mip

Wine, tourism and identity in the Okanagan Valley

chapter |17 pages

Winery architecture

Creating a sense of place

chapter |13 pages

Online terroir

Wine and regional identity in online destination marketing

part |8 pages