Alcoholic Beverages: Technology and Next-Generation Marketing

  • Julie Kellershohn
Part of the Food Microbiology and Food Safety book series (FMFS)


Over the past 10 years, traditional marketing methods have expanded beyond print, billboard, radio, and television advertisements. The marketing world is continuously evolving with the generation of new technology-enhanced approaches, and with more options to choose from, marketers are expanding how they identify, target, and connect with various consumer groups. Topics covered include the impacts of the millennial generation, social media, authenticity, artificial intelligence, augmented and virtual reality, hyper-personalization, immersive experiences, loyalty programs, sensory marketing, visitor centers, and the voice of the brand.


Alcoholic beverages Consumers Hyper-personalization Marketing Millennials Smartphones Social media Technology 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Julie Kellershohn
    • 1
  1. 1.Ryerson UniversityTorontoCanada

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