UK vineyards sector case study

Abstract

There has been considerable research into wine marketing worldwide, but little has been published concerning the marketing of UK wines. This paper outlines the background to the retail marketing activities of UK vineyards. Strategies are analysed using three exemplar frameworks: the Ansoff matrix, generic strategies, and the marketing mix. The analysis also makes reference to marketing segmentation. The most active vineyards are pursuing strategies in all four of Ansoff’s growth vectors, with the largest players involved in diversification, for example into tourism. The marketing mixes for most UK wine producers are hybrids between the parameters expected for the “fine” and “beverage” wine segments. For the tiny UK wine industry to exist and prosper, we contend that it is necessary to target niche segments using Porter’s “focused differentiation” approach. Larger vineyards attempt a broader target with tourism activities. UK wines from vineyards of all sizes are differentiated primarily by prestige pricing and by what is effectively “place marketing”.

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