The market of grappa in LSR: an analysis of scanner data

Disponibile solo in lingua inglese.

Grappa is a traditional Italian alcoholic beverage which was once consumed by farmers and alpine troops. Now Grappa can take one back to an ancient mountain world made up of poor people. So far, this domestic characteristic has not achieved the cultural acknowledgement it deserves, to the same extent as others spirits that have entered the prestigious international market.
Recently, grappa producers have approached the market following consumer's demands, bringing grappa in line with more famous spirits. Actually, grappa has definitively changed its image without loosing its tradition. Originally, producers' strategy was focused on cost while neglecting a marketing approach. In the last two decades some producers have started to plan their activity around consumers' tastes and the evolving marketing channels. This marketing philosophy has lead to a deep differentiation and specialization which targets preferences of rich consumer segments.
Producers' marketing efforts have lead to a brand repositioning...