| Titre : |
Premiumization & Export: How Can Premium Languedoc Wines Be Successful in the United States? |
| Type de document : |
Mémoire |
| Auteurs : |
Iris FABRE, Auteur |
| Année de publication : |
2018 |
| Importance : |
36 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
VIN SECTEUR ; OCCITANIE ; ETATS-UNIS D'AMERIQUE
|
| Résumé : |
Languedoc, in Southern France, radically changed these last fifty years. Known for quantity and industrial wines, the region evolved to make quality wine, and a premiumization trend developed recently. The demand for premium wines is also growing in some consuming countries, such as the United States, Languedoc’s first foreign market. This paper therefore aims at discussing how can Languedoc premium wineries tell their new story to the United States, and how can they be successful in this country, despite the past image of the region. To answer this question, academic and professional sources, as well as quantitative research, were gathered. The historical achievements of some wineries support the idea that Languedoc premium wines can be successful in the United States. In order to generalize this success, producers have several options to consider. Languedoc set up individual but also collective strategies to help exporting premium wines successfully to the United States. Producers can choose to join clusters that will develop collective reputation and associate their products to that positive image, or they can adopt a differentiation strategy on their own, creating a brand or targeting a niche market. |
| Note de contenu : |
Bibliogr. p.33-36 |
| Programme : |
PGE-Reims |
| Spécialisation : |
Champagne and Wine Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484768 |
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Terroir Champagne / AUTOEDITION (2017)
