ESCP Europe

Item type

Study and report

Dissertation

• EMIB Executive Master in International Business

Language

English

Publication year

2023

Note

• EMIB

Subjects

WINE SECTOR - RETAIL TRADE - CONSUMER BEHAVIOR

Canned wine has emerged as a popular segment in the wine market, encouraging various studies to explore its future direction. This Master Thesis aims to deep dive into these trends by analyzing two existing literature, the insights of which played a crucial role in initiating a targeted survey addressed to wine buyers working for a retail company performed by the author of this Master Thesis. Additionally, to enhance understanding of the industry, the author of this Master Thesis studied two successful canned wine companies, including a comprehensive SWOT analysis of the canned wine market. The distinct and combined results of the research can be used as a toolkit in developing marketing and communication plans to position canned wine in the market and assist the companies operating in the canned wine business in establishing a pivotal position in the industry to reach and conquer the final customer.