Articles
How Bordeaux wine producers differentiate their offer to face domestic and international competition
Article number
1380_6
Pages
47 – 54
Language
English
Abstract
This qualitative study focused on the methods of wine production, marketing and distribution utilized by Bordeaux wine producers to differentiate their product offer from domestic and international competitors.
A total of 16 wine producers in the Bordeaux region were interviewed.
Wine producers reported using conservative strategies based on traditional, high quality wine production methods, which emphasized the uniqueness, rarity, and non-imitability of Bordeaux wines.
However, faced with a changing climate and a global oversupply of wine, relying on traditional systems of production alone may not be the most appropriate strategy.
A total of 16 wine producers in the Bordeaux region were interviewed.
Wine producers reported using conservative strategies based on traditional, high quality wine production methods, which emphasized the uniqueness, rarity, and non-imitability of Bordeaux wines.
However, faced with a changing climate and a global oversupply of wine, relying on traditional systems of production alone may not be the most appropriate strategy.
Authors
J. Bodin, P.J. Batt
Keywords
competitive advantage, market share, innovation, terroir, certification
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