Social Impact of Wine Marketing: The Challenge of Digital Technologies to Regulation

123 Pages·2023·2.222 MB·English

by  Mojca Ramšak

Contributions to Management Science
Mojca Ramšak
Social Impact
of Wine
Marketing
The Challenge of Digital Technologies
to Regulation
Contributions to Management Science
The series Contributions to Management Science contains research publications in
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š
Mojca Ram ak
Social Impact of Wine
Marketing
The Challenge of Digital Technologies to
Regulation
MojcaRamšak
FacultyofArtsandFacultyofMedicine
UniversityofLjubljana
Ljubljana,Slovenia
ISSN1431-1941 ISSN2197-716X (electronic)
ContributionstoManagementScience
ISBN978-3-030-89223-4 ISBN978-3-030-89224-1 (eBook)
https://doi.org/10.1007/978-3-030-89224-1
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Acknowledgments
Iwasnotexpectedtogetintodigitalandalcohol,butIwasencouragedtodosoafter
a series of events shifted my focus and priorities. I changed my mind due to two
factors.First,thehopelessnessoflivingwithanalcoholichitmehardwhenaclose
friendtookherownlifeduetofamilyalcoholproblems.Second,parentalhelpless-
nesshauntedmeaftermysonandhishighschoolclassmateswereintroducedtothe
“wet culture.” This was one of the reasons I began following outside drinking
encouragements,andIwasfranklyastounded,nomatterhowmuchIhadpreviously
written about alcohol, at how the alcohol industry seduces young people to drink
with impunity. Unfortunately, some young people have been unable to escape the
alcohol industry’s tricks and have become enslaved by binge drinking or, worse,
permanentlyaddicted.
ThatiswhyIwrotethisbookforallthosewhohavetriedtodrowntheirsorrows
by drinking excessively, for those who have lost themselves or someone close to
themasaresultofexcessivedrinking,andforthosewhocouldnotbearlivingwith
analcoholicandpreferredtoleavethisworld.
v
Contents
1 Introduction:WineandTechnologyBetweenCulturalAttitudes
toAlcohol,Sales,Legislation,andHealth. . . . . . . . . . . . . . . . . . 1
2 TheGreatestTricksofDigitalAlcoholMarketing:
TheConsumer’sVoiceandAlcohole-Marketing. . . . . . . . . . . . . 7
3 WineStorytelling. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
4 WearableTechnologyandWine. . . . . . . . . . . . . . . . . . . . . . . . . 23
5 SmartPackaging:TheLabelsCometoLife. . . . . . . . . . . . . . . . . 27
6 WearableTechnologyforPreventiveorCurativePurposes. . . . . 37
7 ChildrenandAdolescentsasaMarketingTarget. . . . . . . . . . . . 43
8 SocialMedia,Alcohol,andYoungPeople. . . . . . . . . . . . . . . . . . 51
9 MasculinityandPracticesofDrinking. . . . . . . . . . . . . . . . . . . . . 55
10 DrinkingGames. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
11 DigitalMarketingStrategiesduringaCoronavirusPandemic. . . 65
12 Femininity,OnlinePracticesofDrinkingandWomenin
AlcoholIndustry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
13 BrandStretchingandPopularCulture. . . . . . . . . . . . . . . . . . . . 91
14 LegislationbetweenNormandPractice. . . . . . . . . . . . . . . . . . . . 101
15 Conclusion:TheUnpluggedPathtoAlcoholism. . . . . . . . . . . . . 107
Index. . . . . .. . . . . .. . . . .. . . . . .. . . . .. . . . . .. . . . .. . . . . .. . . . . 111
vii
List of Figures
Fig.2.1 Thesevenpillarsofhalf-truthsandliesofthealcoholindustry
abouttheharmfuleffectsofdrinking.Source:DesignedbyMojca
Ramšak2021(forthetextsee:Theseven2011).................... 13
Fig.8.1 Thefunctionofsocialnetworkingsitesinconnectiontothe
consumptionofalcohol.Source:DesignedbyMojcaRamšak
2021..................................................................... 52
Fig.11.1 AFacebookself-promotionforaspritzerinacan,oneofthe
wineproductsbyaSlovenewine-growingandwinemakingfamily
thattheybroughtonsummervacation.Source:Withpermission
fromVinorejaKaučič,Slovenia,August2021...................... 70
Fig.11.2 In2020,newsofthecoronaviruswasquicklypickedupby“memers”
onsocialmedia,whocreatedaplethoraoffunnyimageslinking
Coronabrandbeertothedisease.Thereactionfrommostviewers
wasthattheyhavebeendrinkingCoronaforyears,sotheymustbe
immunetoit.ThevisualmessagesofCorona(beer)didnotsinkthe
company;onthecontrary,itsnewfameonlybroughtitmore
revenue.Source:Avisualofunknownorigincirculatingon
Facebookatthestartofthe2020epidemics......................... 72
Fig.11.3 SelectionofCoronavirusdrinkingmemesofunknownorigin,
circulatingonFacebookandothersocialmediabetweenMarch2020
andAugust2021,mockingthesituationinwhichweplayedmany
roles,includinghomeschoolingchildren,self-medicatingand
cheeringourselves,andwaitingforthevaccine.Alcoholwaspresent
inallofthecasesandthememesmadefunofpeople’sinabilityto
livewithoutit.Alcoholcoronavirusmemeswereunhelpfulcoping
strategyfordealingwithlifeinisolation,astheyattemptedtoreduce,
trivialize,anddownplaytheharmcausedbyaddiction.Source:
UnknownoriginmemesthathavebeenspreadingonFacebook,
Pinterest,andgroupchatssincethebeginningofthepandemic... 76
ix
x ListofFigures
Fig.12.1 Gričkavještica(Croatian),“TheWitchoftheHill,”darkstronglager
brewedsince1996,namedafterapopularthemefromtheliteratureof
MarijaJurić,whowroteacycleofsevenhistoricalnovelsTheWitch
oftheHill.Thisisanexampleofastrongbeerproducedinsmall
batchesinanindependentbrewerythatusedMyth-makingand
culturalmemorywithathemeofdiscriminationofwomentoappeal
tofemalecustomers.Source:PhotoMojcaRamšak,September
2019..................................................................... 87
Chapter 1
Introduction: Wine and Technology
Between Cultural Attitudes to Alcohol,
Sales, Legislation, and Health
Ialwaysthinktheopeningmomentsofapartyarethehardest,
beforeeveryonehashadenoughtodrink.
StephanieClifford,EverybodyRise
Abstract Theintroductionexplainsthebook’sgoalsaswellasabroadredthreat.It
describesthescopeandcircumstancesofdigitalizationinthewineindustry,which
has spread to include wine production and marketing through the use of modern
technologiesandrobotics.Becausedrinkingculture,alcoholregulation,andalcohol
preventativeandcurativehealthinitiativesarealllinkedandcomplex,itemphasizes
alcoholconsumptionpatternsandtheirrelationshiptoculture.Theintroductionalso
explainswhythebookreliesonsomanyvarioussourcesandhowtheyarecombined
to provide a comprehensive picture of wine marketing’s social impact, along with
thechallengesofdigitaltechnologyandlegalregulation.
This monograph Social Impact of Wine Marketing—The Challenge of Digital
TechnologiestoRegulationpresentsthesocialandculturalideasandevidenceinthe
field of wine e-marketing, increased alcohol consumption, and legal regulation,
drawingonawiderangeofsources.Theaimofthisbookistodecodethestrategies
of alcohol advertising, which are cleverly embedded in the contexts of hedonism,
luxury,socialpowerandinfluence,andtheconceptofchoice.Thealcoholindustry,
whose advertising tactics are always one step ahead of legal regulation and public
health,reliesheavilyonthedevelopmentofnewtechnologies.Theiruseisubiqui-
tousandusuallytakesplaceundertheradaroflegalregulation.Thefilrougeofthe
idea for the topic selection is the ingenuity of the alcohol industry to market their
excess alcohol and create lifelong consumers. The pandemics COVID-19 in 2020
and 2021 further accelerated the use of remote drinking and socialization technol-
ogies,andalcoholconsumptionincreasedsignificantly.Aspublichealthworldwide
was predominantly concerned with combating infectious diseases and many other
©SpringerNatureSwitzerlandAG2022 1
M.Ramšak,SocialImpactofWineMarketing,ContributionstoManagement
Science,https://doi.org/10.1007/978-3-030-89224-1_1