Marketing Strategies used by Retailers on the International Wine Market

• Author: Barbulescu O.
• Position: Transilvania University of Brasov
• Pages: 9-14

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 11 (60) No. 2 - 2018

MARKETING STRATEGIES USED BY RETAILERS ON

THE INTERNATIONAL WINE MARKET

Oana BĂRBULESCU1

Abstract: In the context of globalization, the world wine industry has

changed its architecture so that the big wine consumers are no longer the

big producers and the big producers are no longer big consumers. Knowing

that companies face complex choices when are developing global marketing

strategies, this paper aims to analyze the various sales strategies used by

major retailers in major wine-consuming markets. Although retailers use

strategies tailored to the specificities of each market, Britain's influence is

felt throughout the world, British wine retailers' marketing techniques are

found elsewhere.

Key-words: retail, consumer, supermarket, wine market, sale

1. Overview of the World Wine Market

Although the world's wine parallel is between 30 and 50 degrees latitude, 85% of the

world's wine comes from the northern hemisphere, three countries in the Old Wor ld

(France, Italy, Spain) contributing 50% of this produc tion.

France is situated at the top of the list in terms of not only of the production, but also

for world wine consumption with 50 liters per capita/ per year, while the UK, the world's

largest wine importer, consumes about 20 liters / per capita/ year, namely 5% of the

world's wine, which accounts for 17% of global wine imports if we take into

consideration the volume and 20% if we refer to the value of imports. From these

figures, it is clear that the British are premium wine consumers compared to the global

average. The UK is also the center of the global auction market for fine wines and the

country that responded to the education needs of specialists in the field by creating the

Master of Wine program. Initially, this program was set up for traders, but later it

created a group of elite wine experts who played an important role throughout time in

the formation and growth of wine markets worldwide. The UK is the center of their

activity, holding two-thirds of the world's MW.

At the same time, the most popular wine publication in the world is based in London.

Decanter analyzes existing wines on the market; it promotes wine and shapes the

market, by drawing attention to new wine regions, producer s, varieties and wine styles.

1 Transilvania University of Braşov, oana.barbulescu@unitbv.ro