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Segmentation, Target Market, and Positioning of the Fortified Wine - Business Plan Example

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This paper "Segmentation, Target Market, and Positioning of the Fortified Wine" focuses on the fact that the Australian wine industry ranks high in the world in terms of volume and value of production and also retains a good position in terms of export. It offers an array of wines. …
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Segmentation, Target Market, and Positioning of the Fortified Wine
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Download file to see previous pages There are some types of fortified wines which carry a rich legacy and ethos of the Australian culture and society. This rich history and distinct flavour can be utilised to penetrate growing markets like China and build a strong brand presence there when the market is relatively immature. Moreover, tweaking of marketing, distribution and pricing strategies would offer greater sales potential for the fortified wine industry itself in Australia.

Among the variety of wines that are available, the Australian wine industry offers an attractive bevvy of the following variants of red wine, white wine, vintage wine, sparkling wine, dessert wine and fortified wines.

The fortified wines are also termed as “liquid sunshine” The term fortification arrives from the fact that a portion of brandy spirit is added to red wine. The mixture of red wine and brandy allowed to ferment in barrels made of oak wood for a considerable length of time (often spanning decades). This process is critical for giving the depth, colour and fragrance of the fortified wine for which it is so famous. Easy access to red grapes which form the crux of the raw materials is also found in abundance.

The best brand of fortified wine in Australia is known as Muscat. It is prepared from fermentation and fortification of Muscat Blanc and Petitis Grains grapes. Fortified wines are premium wines that fill up the drinking glasses of the rich and aristocrat. It forms the image of supreme satisfaction and is a representation of the class of the customer. Some distilleries have engaged in the production of the fine white fortified wine. Being light in comparison to fortified wines, the white fortified wines have different levels of sweetness. There has been a shift in the industry dynamics of fortified wines in Australia. After World War II, a huge inflow of migrants from Europe had increased the demand for table wines.  ...Download file to see next pagesRead More
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