Organic Wine : A Marketer's Guide

Organic Wine describes the major promotional, marketing, and business challenges facing "organics" through an exhaustive examination of the European and American markets. Author Béatrice Cointreau identifies a multitude of regulatory, commercial, and practical paradoxes bedeviling producers' ability to craft a complete and coherent consumer message, from labeling and advertising to public relations. Building on detailed case studies, she presents an analysis of global production and market trends and provides clear insights on how to position one's product within that paradoxical environment to the best effect.