Small Wineries - Balancing the Making and the Marketing

Abstract

How small wineries actively approach marketing is the key determinant of their sustainability. Using a narrative approach to case study research, the paper investigates the balance of critical success factors that guide operations at a newly-profitable small boutique winery, and in particular examines the implications for marketing. The case study provides an instructive example of how one small winery has taken purposeful market focus and actioned it in order to survive. An increased market focus for small wineries requires them more clearly about where the product ends up, rather than the more palatable concentration on the making of good wine

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