Sense of Place: Driver for Marketing and Distribution Success in Emergent Wine Region

Abstract

As wineries struggle to differentiate themselves in a world of substantial consumer choices, an emergent wine region in Southern California has used Sense of Place as a successful driver in the direct-to-consumer marketing and distribution of wine from their region. This research shows how a network of small businesses and supportive regional organizations and government entities have woven a marketing and distribution strategy around their region as an appealing destination, resulting in the sale of the region’s entire wine production to visitors of their tasting rooms, special events and wine club members, by creating a unique Sense of Place for their region.