Abstract and Keywords
This article discusses wine pricing strategies in the United States. It covers consumption trends, distribution and legal constraints, wholesale pricing, retail pricing, pricing in the on-premise environment, distributor incentives, and pricing management. The competitive landscape of marketing wine requires effective pricing strategies. The growth of the marketplace combined with the myriads of competitive choices for the consumer force the wine marketer to develop and manage strategies far more aggressively in an effort to remain competitive. The use of a practical, customer-based approach, supported by an in-depth understanding of the competitive set, combines the art and science necessary to develop pricing strategies for the wine category.
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