In the last few years, the gin market witnessed a dramatic rise of premium and super premium brands. Once a commodity-like product category dominated by large multinational companies, the supply of gin is now characterized by the presence of myriad small-scale handcrafting producers striving to achieve distinct competitive positioning by emphasizing authenticity of botanicals, local culture and cultural capital. This case describes the birth, evolution and future developments of one brand that has contributed to making the gin industry one of the liveliest within the spirit industry: Gin Mare. Uniquely positioned as a Mediterranean brand, Gin Mare is here presented as a company that competes in the global arena by conveying its local cultural capital in an effective branding strategy.

The local(s) as the new global? local brands for the new premium markets for spirits: The case of gin mare

PEDELIENTO, Giuseppe;ANDREINI, Daniela;
2017-01

Abstract

In the last few years, the gin market witnessed a dramatic rise of premium and super premium brands. Once a commodity-like product category dominated by large multinational companies, the supply of gin is now characterized by the presence of myriad small-scale handcrafting producers striving to achieve distinct competitive positioning by emphasizing authenticity of botanicals, local culture and cultural capital. This case describes the birth, evolution and future developments of one brand that has contributed to making the gin industry one of the liveliest within the spirit industry: Gin Mare. Uniquely positioned as a Mediterranean brand, Gin Mare is here presented as a company that competes in the global arena by conveying its local cultural capital in an effective branding strategy.
contribution in web site - contributo in sito web
Caso di studio pubblicato sulla piattaforma SAGE Knowledge, sezione SAGE Business Cases
Pedeliento, Giuseppe; Andreini, Daniela; Dalli, Daniele
File allegato/i alla scheda:
File Dimensione del file Formato  
Gin Mare_Case.pdf

Solo gestori di archivio

Versione: publisher's version - versione editoriale
Licenza: Licenza default Aisberg
Dimensione del file 202.01 kB
Formato Adobe PDF
202.01 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10446/78205
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact