Overview
- Reveals new digital approaches in wine marketing and compares them to traditional advertising
- Explains inefficiencies in alcohol self-regulation, legislation and weaknesses of public health programs
- Investigates the role of celebrities, luxury marketing, and gender or age targeting
Part of the book series: Contributions to Management Science (MANAGEMENT SC.)
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Table of contents (15 chapters)
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Front Matter
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Back Matter
Keywords
- Digital technologies in the wine industry
- Digital transformation in wine production
- Data analytics in wine market
- Drinking-game apps
- Malignant forms of alcohol marketing
- Alcohol regulation and legislation
- Subconscious processes of interactive marketing
- Neuromarketing in the wine sector
- Digiwine concept
About this book
This book is inspired by the term “digiwine,” a neologism referring to the production and/or marketing of wine through the use of new technologies and robotics such as vineyard information systems, sensor units, weather stations, drones, robotic harvesters, social media videos, digital labels, and wine apps. The alcohol industry is using these technologies to develop digital strategies and online tools for more efficient sales of wine. This book analyzes the use of digital alcohol marketing, the reasons for it, the role of regulation, and its social impact. In particular, malignant forms of alcohol marketing to youth are precisely described through exact case descriptions from the global milieu. The author questions whether the loopholes in the legislation or inefficiency of self-regulation have negative consequences that can no longer be prevented by public health care programs.
When and how did the alcohol industry become so deeply interwoven in our lives that we mindlessly advertise and parade in its shadow on social media and that we increasingly buy alcohol digitally for fun, in innovative packaging, and with strange ingredients combinations? Dr. Mojca Ramšak’s book peels back the layers of the alcohol industry’s most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industry’s use of technology.- Nadja Furlan Štante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Social Impact of Wine Marketing
Book Subtitle: The Challenge of Digital Technologies to Regulation
Authors: Mojca Ramšak
Series Title: Contributions to Management Science
DOI: https://doi.org/10.1007/978-3-030-89224-1
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-030-89223-4Published: 25 January 2022
Softcover ISBN: 978-3-030-89226-5Published: 26 January 2023
eBook ISBN: 978-3-030-89224-1Published: 24 January 2022
Series ISSN: 1431-1941
Series E-ISSN: 2197-716X
Edition Number: 1
Number of Pages: X, 120
Number of Illustrations: 7 b/w illustrations
Topics: Marketing, Health Policy, Quality of Life Research, IT in Business, Health Care Management, Health Economics