Abstract
Over the last 30 years, research on wine has predominantly focused on technical
aspects, such as terroir, tannins, and sulphurs, while the critical elements of wine
marketing and branding remain underexplored, both in Greece and globally. Despite
the existence of over 15,000 wine brands worldwide, consolidated knowledge about
effective wine branding strategies is lacking, particularly given the consumer’s
inability to sample wine prior to purchase, making buying decisions uncertain. In
Greece, wine marketing is especially under-researched, despite the product’s
multifaceted nature as a luxury item, a symbol of health or religion, and a lifestyle
commodity. The global wine industry, dominated by fragmented markets and smallscale
producers with limited resources, fails to establish consistent branding,
leading to missed opportunities in making wine more accessible and desirable.
In response to these considerations, this research aimed to address this gap by
exploring the marketing strategies employed by Greek wine producers to develop
strong and sustainable brands in a competitive market. This study also examined
the factors that drive branding success and the challenges producers face in
strengthening the industry’s competitiveness. The study employed a
phenomenological qualitative research approach. Semi-structured interviews were
conducted with industry experts, using purposeful sampling to select participants
with significant experience in wine production, branding, and marketing. The data
was analysed thematically to uncover patterns and insights, offering a
comprehensive understanding of the challenges and opportunities in Greek wine
branding.
The findings highlight the critical role of storytelling and emotional branding in
creating strong emotional connections with consumers. Stories that emphasise a
wine’s origin, terroir, and cultural significance foster brand loyalty and differentiation.
However, Greek wine producers face challenges such as fragmented marketing
efforts, a lack of structured strategies, and limited use of digital tools and consumer
data. Wine tourism, though underutilised, presents significant opportunities for
creating immersive consumer experiences and strengthening brand equity.
Government support is also critical for promoting Protected Designations of Origin
(PDOs), regulating bulk wine quality, and investing in wine tourism infrastructure to
enhance global competitiveness.
This research makes significant contributions to the understanding of Greek wine
marketing and branding, offering valuable insights for both industry practitioners and
academic discourse. It highlights the importance of adopting holistic branding
strategies that integrate both tangible elements, such as packaging and design, and
intangible aspects, including storytelling, emotional branding, and cultural
significance.
Greek wine producers should embrace structured, forward-thinking branding
strategies to address market challenges and enhance their global positioning. By
integrating storytelling, emotional branding, and digital tools, and by leveraging wine
tourism and government support, the industry can build compelling, sustainable
brands. This study provides valuable insights for stakeholders in the Greek wine
industry, offering practical strategies for more effective marketing and branding
practices.