Fait partie de [OMC64]

2005 - 320 p.

The role of producers' organizations in the marketing of quality wines: the specific case of the 'Wine from the Land of Leon' ('Vino Tierra de Leon')

Robles R., Mittelbrunn P.G., De la Puente T.

If anything characterizes European wine markets, it is without a doubt the continuing reduction in demand for common wines, with a simultaneous increasing consumption of quality wines. In this respect there are many producers' organizations struggling to make their way in European markets, and seeking the protection of a guaranteed quality label. This paper attempts to reflect the difficulties faced by one of these: Wine from the Land of Leon Organization, which for some years has been working to this end. The study lays out the organization's policies, and further indicates the measures taken over time by this association in order to improve the quality of its products, and to achieve market breakthroughs. Economic, social and legal limitations, failings on the part of producers, and the efforts to overcome them, are considered. Finally, an analysis of the strategies relating to the range of marketing variables used by this producers' Organization and the potential future strategies to be developed to get, in the near future, the coveted Protected Designation of Origin is undertaken. The conclusions reflect the organization's success, leading to an average increase in sales, and the obtaining of a Protected Geographical Indication.

Mots-clés    

ADAPTATION DE LA PRODUCTION, ASSOCIATION D'AGRICULTEURS, CONSOMMATION, ESPAGNE, MARCHE, OFFRE ET DEMANDE, QUALITE, UNION EUROPEENNE, VIN

Citer cet article    

Robles R., Mittelbrunn P.G., De la Puente T. The role of producers' organizations in the marketing of quality wines: the specific case of the 'Wine from the Land of Leon' ('Vino Tierra de Leon'). In : Mattas K. (ed.), Tsakiridou E. (ed.). Food quality products in the advent of the 21st century: production, demand and public policy. Chania : CIHEAM, 2005. p. 279-289. (Cahiers Options Méditerranéennes; n. 64). 83. EAAE Seminar on Food Quality Products in the Advent of the 21st Century: Production, Demand and Public Policy, 2003/09/04-07, Chania (Greece). http://om.ciheam.org/om/pdf/c64/00800060.pdf