Articles
MARKETING ASPECTS OF VARIETAL LABEL, WINE DESIGNATION IN THE HUNGARIAN WINE MARKET
Article number
473_18
Pages
165 – 174
Language
Abstract
Traditional wine labels composed of local appellations and varieties have recently been diversified for privatisation, globalisation of international markets and finally new positions of grapevine varieties from marketing points of view.
Marketing influence of brands, appellations and varieties can be described according to their marketing role by marketing segments the wine label and the product itself belong to.
In this paper, six categories are studied by three basic elements of wine designation.
Special attention was paid to the marketing role of varieties where different groups such as, new varieties, traditional varieties, premium varieties and international varieties are analysed.
In conclusion we can say that all these result in product diversification.
Marketing influence of brands, appellations and varieties can be described according to their marketing role by marketing segments the wine label and the product itself belong to.
In this paper, six categories are studied by three basic elements of wine designation.
Special attention was paid to the marketing role of varieties where different groups such as, new varieties, traditional varieties, premium varieties and international varieties are analysed.
In conclusion we can say that all these result in product diversification.
Publication
Authors
. , E. Péter
Keywords
wine label, wine brand, appellation
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