Green international wine marketing

Mary Pugh; Richard Fletcher

doi:10.1016/S1441-3582(02)70159-6

Green international wine marketing

Mary Pugh
, Richard Fletcher

Western Sydney University

Research output: Contribution to journal › Article › peer-review

Abstract

The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a 'new world' wine, but the case study shows that it is branding as a 'green' wine that supports conservation activities that has given Banrock Station a distinctive edge. The experience of BRL Hardy points to a number of key lessons in international marketing that may help other companies break free from the competitive pack.

Original language	English
Pages (from-to)	76-85
Number of pages	10
Journal	Australasian Marketing Journal
Volume	10
Issue number	3
DOIs	https://doi.org/10.1016/S1441-3582(02)70159-6
Publication status	Published - 2002

Keywords

wine
Australia
export marketing

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10.1016/S1441-3582(02)70159-6

Cite this

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title = "Green international wine marketing",

abstract = "The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a 'new world' wine, but the case study shows that it is branding as a 'green' wine that supports conservation activities that has given Banrock Station a distinctive edge. The experience of BRL Hardy points to a number of key lessons in international marketing that may help other companies break free from the competitive pack.",

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AB - The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a 'new world' wine, but the case study shows that it is branding as a 'green' wine that supports conservation activities that has given Banrock Station a distinctive edge. The experience of BRL Hardy points to a number of key lessons in international marketing that may help other companies break free from the competitive pack.

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KW - Australia

KW - export marketing

UR - https://hdl.handle.net/1959.7/uws:57197

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DO - 10.1016/S1441-3582(02)70159-6

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Green international wine marketing

Abstract

Keywords

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