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Marketing Icewine to Japanese Tourists in Niagara The Case of Inniskillin Winery

Marketing Icewine to Japanese Tourists in Niagara The Case of Inniskillin Winery Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumerled strategies to market Icewine to increasing numbers of Japanese tourists. Produced after the grapes have frozen on the vine, Icewine is an exclusive premium product. In a society where the price of the gift has become a barometer of the sender's sincerity, Icewine is well suited for the traditional Japanese custom of gift giving. This paper examines how Inniskillin's customerled marketing strategy matches with the psychological background of the Japanese target segment enabling the winery to sell 8090 of all Icewine produced to its Japanese tourists. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Marketing Icewine to Japanese Tourists in Niagara The Case of Inniskillin Winery

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008694
Publisher site
See Article on Publisher Site

Abstract

Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumerled strategies to market Icewine to increasing numbers of Japanese tourists. Produced after the grapes have frozen on the vine, Icewine is an exclusive premium product. In a society where the price of the gift has become a barometer of the sender's sincerity, Icewine is well suited for the traditional Japanese custom of gift giving. This paper examines how Inniskillin's customerled marketing strategy matches with the psychological background of the Japanese target segment enabling the winery to sell 8090 of all Icewine produced to its Japanese tourists.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Feb 1, 1999

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