The paper 'Marketing of Canberra Wine Region" is a good example of a marketing case study. The business of wine is a very big and old one. The French companies have always ruled in this regard and the French companies seemed to have a copyright for the production and selling of quality wine to the world. But with the development of new world wine companies across the globe the basic concept of considering France as the home of wine has changed companies from the southern hemisphere have also taken a share in this business. In this assignment, we study the Canberra Wine Region and the impact of the terroir on the sales, marketing and branding and the tourism of the region.
A detailed study of the soil, geology, topography, climate and microclimate, neighbor vegetation and the grape varieties has also been elaborated. The tourism and sales of the region have certainly increased in the region and have generated more revenue for the region. 3.0. Canberra Wine Region The Canberra wines have quality derived from a unique Australian climate and environment and a range of soil which is very suitable for wine grapes.
Winemaking started in this district about 160 years ago. The region has made a real mark in the wine industry over the years and cementing its place with the reputation of Shiraz and Viogner blends. The region has over 30 boutique wineries with cellar doors operating (Visit Canberra, 2014). There has been an entry of new quality of wine in the world markets which comes from a new wine-producing country, Australia. Previously the French companies were considered as the leaders in wine production and the sole provider of quality wine to the world.
Off late regions line Canberra, Australia has made a strong impact on the wine markets and the exports of France declined by 8% in 2004. The French concept of terroir is now becoming a concept that is successfully being applied by the new world wine regions with great effectiveness ((Johnston and Johnson, 2011). 3.1. Soil The soil content of Canberra is a good selection for a winery.
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