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.

chapter |13 pages

Exploring wine and identity

ByMatt Harvey, Warwick Frost, Leanne White

part |71 pages


chapter |12 pages

Old World winemakers in the New Worlds of California and Victoria

ByWarwick Frost, Jennifer Laing

chapter |14 pages

The balancing act of maintaining an identity while adjusting to newer market demands

The case of Andalucia's Sherry (Jerez) wines
ByAbel Duarte Alonso, Alessandro Bressan

chapter |14 pages

The new gold

The role of place and heritage in the marketing of the Central Otago wine region
ByJoanna Fountain, Daisy Dawson

chapter |14 pages

Slovenian wine stories and wine identities

From the heritage and culture of wine to wine tourism
ByAleš Gačnik

chapter |15 pages

Where wine was born?

Wine and identity in Georgia
ByMatt Harvey, Joseph Jordania

part |81 pages


chapter |12 pages

Crafting brand stories for New World wine

ByStatia Elliot, Joe Barth

chapter |13 pages

Jurançon wines in a New World market

ByMichèle Ambaye, David Ambaye

chapter |17 pages

Branding the Barossa

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

chapter |14 pages

From West to East

New wine markets in the United States and Malaysia
ByDanielle Cornot

chapter |11 pages

Evolution of French wine identity

Baby boomers and Generation Y
ByThierry Lorey

chapter |12 pages

The changing self-identity of English wine

ByC. Michael Hall

part |74 pages


chapter |11 pages

Wine tourism in the São Francisco Valley, Brazil

The search for a distinctive identity
BySergio Leal, Simone Almeida

chapter |17 pages

Old wisdom from the New World

Wine tourism lessons from South Africa
ByDavid G. Scott

chapter |14 pages

From Merlot to Nk'mip

Wine, tourism and identity in the Okanagan Valley
ByMichael Conlin, Jonathan Rouse

chapter |17 pages

Winery architecture

Creating a sense of place
ByTobias Danielmeier

chapter |13 pages

Online terroir

Wine and regional identity in online destination marketing
ByJulia Albrecht

part |8 pages


chapter |6 pages

The blending of wine and identities

ByLeanne White, Matt Harvey, Warwick Frost