TRADE ARTICLES

Global Wine Marketing Expertise

Every year, the Institute writes and publishes articles in a number of wine industry magazines and trade journals. These articles discuss our research findings and provide useful commentary for understanding and implementing the outcomes into business practice.

Words are powerful: how are they used to describe wine in China?

Author: Corsi, Armando

Abstract: The latest on the Ehrenberg-Bass Institute for Marketing Science, University of South Australia’s Chinese Lexicon Project which is aimed at helping wineries decide on the words they should use to describe their products in the Chinese wine market.

Co-author(s): Lockshin, Larry; Cohen, Justin

Publication: Wine and Viticulture Journal, Vol. 29, no. 5 (2014), pp. 66-68

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