During the last two decades, in the Amyndeon appellation, new upscale investments have been implemented and the respective wineries present a significantly quality effort, with their products traveling across dozens of countries at prestigious points of sale, as well as at a high price range.
Based upon case studies, this research sought to examine whether these two wineries incorporate in a systematic way, the luxury wine branding practices and components proposed and observed by other world renowned luxury wineries.
Results highlight that these two cases - and hence other high-quality wineries as well – need to incorporate in a more systematic and professional way the luxury branding, since their existing practices are on the right track but are not enough.
Finally, the need for mass promotion has to be combined with specialized and already existing focused promotion.
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