| Description |
1 online resource (123 pages) |
| Series |
Contributions to management science |
|
Contributions to management science.
|
| Contents |
1. Introduction: Wine and Technology Between Cultural Attitudes to Alcohol, Sales, Legislation, and Health -- 2. The Greatest Tricks of Digital Alcohol Marketing: The Consumers Voice and Alcohol e-Marketing -- 3. Wine Storytelling -- 4. Wearable Technology and Wine -- 5. Smart Packaging: The Labels Come to Life -- 6. Wearable Technology for Preventive or Curative Purposes -- 7. Children and Adolescents as a Marketing Target -- 8. Social Media, Alcohol, and Young People -- 9. Masculinity and Practices of Drinking -- 10. Drinking Games -- 11. Digital Marketing Strategies during a Coronavirus Pandemic -- 12. Femininity, Online Practices of Drinking and Women in Alcohol Industry -- 13. Brand Stretching and Popular Culture -- 14. Legislation between Norm and Practice -- 15. Conclusion: The Unplugged Path to Alcoholism |
| Summary |
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? |
| Notes |
Includes index |
|
Online resource; title from PDF title page (SpringerLink, viewed February 9, 2022) |
| Subject |
Wine and wine making -- Internet marketing
|
|
Wine industry.
|
|
Wine industry
|
| Form |
Electronic book
|
| ISBN |
9783030892241 |
|
3030892247 |
|
