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2022 | Book

Social Impact of Wine Marketing

The Challenge of Digital Technologies to Regulation

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About this book

This book is inspired by the term “digiwine,” a neologism referring to the production and/or marketing of wine through the use of new technologies and robotics such as vineyard information systems, sensor units, weather stations, drones, robotic harvesters, social media videos, digital labels, and wine apps. The alcohol industry is using these technologies to develop digital strategies and online tools for more efficient sales of wine. This book analyzes the use of digital alcohol marketing, the reasons for it, the role of regulation, and its social impact. In particular, malignant forms of alcohol marketing to youth are precisely described through exact case descriptions from the global milieu. The author questions whether the loopholes in the legislation or inefficiency of self-regulation have negative consequences that can no longer be prevented by public health care programs.

When and how did the alcohol industry become so deeply interwoven in our lives that we mindlessly advertise and parade in its shadow on social media and that we increasingly buy alcohol digitally for fun, in innovative packaging, and with strange ingredients combinations? Dr. Mojca Ramšak’s book peels back the layers of the alcohol industry’s most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industry’s use of technology.

- Nadja Furlan Štante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.

Table of Contents

Frontmatter
Chapter 1. Introduction: Wine and Technology Between Cultural Attitudes to Alcohol, Sales, Legislation, and Health
Abstract
The introduction explains the book’s goals as well as a broad red threat. It describes the scope and circumstances of digitalization in the wine industry, which has spread to include wine production and marketing through the use of modern technologies and robotics. Because drinking culture, alcohol regulation, and alcohol preventative and curative health initiatives are all linked and complex, it emphasizes alcohol consumption patterns and their relationship to culture. The introduction also explains why the book relies on so many various sources and how they are combined to provide a comprehensive picture of wine marketing’s social impact, along with the challenges of digital technology and legal regulation.
Mojca Ramšak
Chapter 2. The Greatest Tricks of Digital Alcohol Marketing: The Consumer’s Voice and Alcohol e-Marketing
Abstract
In this chapter, the importance of consumer voice from the pre-industrial era to hyperinformation in the Internet age is discussed. The historical evolution of consumer voice is important in understanding the seeming cacophony of voices emanating from the alcohol industry or its marketing practices, particularly when attempting to disguise or distort the harmful effects of alcohol. It then explains the paradigms such as engagement, targeted advertising, and a comprehensive 360-degree strategy that the alcohol industry uses to try to reach consumers across the media landscape. The goal is to create an environment in which consumers interact with the brand and become acquainted with the product. Alcohol companies work with digital marketing experts to develop marketing-connected environments that promote products.
Mojca Ramšak
Chapter 3. Wine Storytelling
Abstract
This chapter introduces us to the concept and practice of e-storytelling in the wine industry as one of the most powerful marketing tools that can be both brand and customer driven; the relationship between wine storytelling and wine tourism destination storytelling; the people who make the wine and their family stories; and the most common technical options in wine storytelling. Digital storytelling is more than just using technology; it is a way of communicating, integrating, and imagining. Wine is a product unlike any other in wine tourism, inextricably linked to the region, its soil, climate, and geomorphology, as well as the local people, their history, traditional cultivation methods, taste, and culture. As a result, sharing the story of a winery is inextricably linked to sharing the story of a wine tourism destination.
Mojca Ramšak
Chapter 4. Wearable Technology and Wine
Abstract
Wearable technology, which can act as a link between the customer and digital alcohol marketing, is the topic of this chapter. By improving reality with Artificial Intelligence, e-commerce, mobile apps, and artificial intelligence have the ability to radically revolutionize the business model. From a wine storytelling standpoint, wearable technology examples are utilized to demonstrate the distinction between Augmented Reality and Virtual Reality.
Mojca Ramšak
Chapter 5. Smart Packaging: The Labels Come to Life
Abstract
Smart packaging, particularly smart bottle labels, is one sort of wearable technology. Because alcohol labeling requirements differ widely around the world, the chapter begins by describing the various regulations that have been implemented in the wine, spirits, and aromatized wine industries, as well as noting that Interactive Technologies, particularly Virtual and Augmented Reality, are not adequately regulated in the alcohol industry. The notion and purpose of luxury products are used to further explain the personalizing of alcohol sales. The chapter also looks at QR codes on labels as a way for a vineyard to send information to a customer, as well as other appealing multisensory wine experiences.
Mojca Ramšak
Chapter 6. Wearable Technology for Preventive or Curative Purposes
Abstract
The prospects of wearable technology as purpose-built wearables for preventive or curative reasons are discussed in this chapter, as well as how they can assist lessen the burden of alcoholism as a chronic disease. A better assessment of the situation in terms of monitoring and prevention is feasible by integrating various technical advances with traditional methodologies. Positive technologies also help to minimize the cultural stigma associated with alcoholism. Although technological advancements and availability may assist people who are addicted to or consume dangerous amounts of alcohol, there are still numerous obstacles to overcome, including ethical, legal, and the most significant issue of keeping up with the alcohol industry, which is far more evolved than alcoholism prevention.
Mojca Ramšak
Chapter 7. Children and Adolescents as a Marketing Target
Abstract
Because no one can legally or by self-regulation manage this gray area, the options for marketing alcohol to children and teenagers are essentially limitless. As a result, this chapter focuses on some of the strategies employed by the alcohol business to convert young people into lifelong drinkers, including the use of modern technology. Marketers purposefully target teenagers, especially first-time drinkers, novice drinkers, and rebels, with alcohol. They are experts at market segmentation, taking into account demographic, regional, and psychological characteristics. It goes without saying that the development of lifelong drinkers begins at a young age, and that the contest for their attention is unfair and full of deception. The types of alcoholic drinks that young people enjoy change all the time, and new drinks, packaging, or sensory stimulation are promoted through marketing that targets young people specifically.
Mojca Ramšak
Chapter 8. Social Media, Alcohol, and Young People
Abstract
This chapter discusses the social and health repercussions of young people being exposed to alcohol marketing on a frequent and indefinite basis through alcohol-related advertising on social media. Adolescents are most commonly exposed to alcohol usage in a positive context on social media, and they are more susceptible to the intoxicating effects of alcohol due to their physical immaturity and lower tolerance levels. Adolescent alcohol use is connected to a higher risk of self-harm and suicide attempts, which has a negative influence on mental health. Social networking platforms are extremely important for young people in maintaining both real-life and virtual friendships. Warnings from credible institutions reach only a small number of people in a way that would change the situation. When it comes to alcohol advertising to young people and in general, social media is a poorly regulated bottomless pit. Young people’s behavior, which tends toward “social liking,” is influenced by social norms and peer pressure.
Mojca Ramšak
Chapter 9. Masculinity and Practices of Drinking
Abstract
The reasons for alcohol use differ by gender. The alcohol industry appeals to men differently than it does to women due to entrenched gender stereotypes. The reasons why men are more inclined to drink alcohol, intoxication practices, the embodiment of masculinity, the expression of identities, and the role of social media are all discussed in this chapter. With technological advancements, the alcohol industry encourages men to drink to satisfy their thirst for power, knowing that those men who are particularly preoccupied with personal power would drink more heavily. Drunkenness and drinking have long been related to masculine identities associated with characteristics like autonomy, independence, bodily composure, control, self-discipline, and strength. Social media has contributed in the mainstream of alcohol use and binge drinking by offering fertile, uncontrolled ground for the marketing and branding of alcohol goods.
Mojca Ramšak
Chapter 10. Drinking Games
Abstract
Drinking games have been around for a long time, but they were not the competitive drinking games that gave rise to the contemporary bingeing, hazing, peer pressure, and competitive drinking culture. The chapter discusses drinking games as a type of social drinking that relies on the drinker’s resilience. It begins with an overview of the past, including various analog varieties, and then goes on to discuss contemporary digital counterparts such as multimedia games, binge applications, online quizzes, YouTube series on binge games, and other forms found in the alcohol industry and spreading as social epidemics.
Mojca Ramšak
Chapter 11. Digital Marketing Strategies during a Coronavirus Pandemic
Abstract
During the coronavirus crisis, alcohol was a balm for isolation and a tool for human connection. This chapter presents how the coronavirus pandemic in 2020 and 2021 created unprecedented circumstances for the alcohol business, as the world was forced to close its doors to prevent the disease from spreading. The pandemic accelerated the adoption of digital technology in the alcohol sector. Online remote alcohol sales, online wine tastings, blind tastings, mobile app delivery options, a larger production and better e-marketing of canned wines, YouTube promotions, and Zoom drinking games have all arisen as new or improved marketing strategies. The examples provided demonstrate how resourceful and flexible the alcohol industry is, allowing it to flourish despite adversities.
Mojca Ramšak
Chapter 12. Femininity, Online Practices of Drinking and Women in Alcohol Industry
Abstract
This chapter looks at how shifting societal norms have influenced women’s drinking habits and rituals, particularly as young women’s drinking becomes more acceptable and even encouraged. Moral concerns about decency, femininity, and safety, as well as social concerns about young women drinking, continue to exist. As a result of the relaxation of rules limiting expected conduct of women, women have become the target of an alcohol industry that targets their hyperfemininity, newly acquired socioeconomic power, and wine knowledge. Women must balance respectability, decorum, and a particular kind of acceptable femininity, exhibited in physical and online hypersexuality or hyperfemininity. Drinking by women happens in public places and is facilitated by social networking sites, as marketers know the potential of social media advertising, which appeals to women.
Mojca Ramšak
Chapter 13. Brand Stretching and Popular Culture
Abstract
The main focus of this chapter is the brand stretching or marketing of alcohol with other things, such as movies, music, sports, reality programs, or people, such as celebrities, in order to persuade customers to buy. Statistics that do not have a favorable impact on young people are presented to the film and music industries when they portray or sing about alcohol and harmful consequences. The alcohol industry hires celebrities for a variety of reasons, including their reputation, the genuineness of their advertising messaging, their use of the drinks they advertise, and their hidden involvement in the alcohol campaign. Their advertising function is now quite comparable to that of social media. Smart product placement is becoming more popular in online advertising, which appeals to younger consumers in particular.
Mojca Ramšak
Chapter 14. Legislation between Norm and Practice
Abstract
This chapter demonstrates how, despite more progressive legislation in certain countries, alcohol prohibitions and penalties are excessively lax for one of the world’s most profitable industries. Because regulations and standards are not uniform, governments and regulators confront issues. The alcohol or advertising sectors frequently (co)design and manage existing legislation. The COVID-19 pandemic in 2020 and 2021 made it possible to purchase alcohol in previously prohibited ways. Because alcohol use has increased, tightening the current legally permissible alcohol advertising and adding digital media advertising in it is urgently needed.
Mojca Ramšak
Chapter 15. Conclusion: The Unplugged Path to Alcoholism
Abstract
The basic purpose of the alcohol industry—to increase alcohol sales—is presented in anthropologically colored chapters that analyze some of the most severe concerns about wine and alcohol marketing today. The focus is on the wine industry, which employs modern technologies to contact potential drinkers and, via carefully planned marketing techniques, outruns alcohol legislation and preventive and curative health care for alcoholics and those on the verge of becoming alcoholics.
Mojca Ramšak
Backmatter
Metadata
Title
Social Impact of Wine Marketing
Author
Prof. Mojca Ramšak
Copyright Year
2022
Electronic ISBN
978-3-030-89224-1
Print ISBN
978-3-030-89223-4
DOI
https://doi.org/10.1007/978-3-030-89224-1