Abstract

The highly competitive environment of marketing alcoholic drinks in the international arena is changing the face of the wineries and their wine marketing strategies. Wine industry has not been considered very important untill recent years but its importance is now increasing. Since currently wine industry is on the upward trend in Turkey as well as in the world, it was decided to examine this industry in details.

This article is examining marketing strategies and practices in wine industry in terms of marketing mix elements. To do this, industry’s general structure and marketing practices in wine companies have been evaluated. In order to understand general structure of wine industry, secondary data have been used.