Development in the Global Alcoholic Drinks Industry and its Implications for the Future Marketing of Wine

The changes that are occurring in the international market for alcoholic drinks are addressed and implications on how these changes will affect the marketing of wine in the future are made. The article identifies that the wine industry is not one but two industries which will deploy quite different tactics to meet future threats and opportunities. It is also argued that wine marketing issues in the future will be at the forefront of wine company research and decision making.