Secret societies have intrigued humanity since earliest times. In this article we explore secret societies in the context of wine and how these institutions might be insightful in formulating marketing strategies. We contrast the characteristics of secret societies with those of existing secret wine societies such as The Wine Society and La Confr rie. Yet while some of these functions and characteristics transfer well, many 'secret' wine societies aren't actually that secret. Some of the characteristics of secret societies are also found in consumer brand communities. Armed with this knowledge, wine marketers can exploit the characteristics of secret societies to target market segments with precision and to gain the benefits of focused distribution opportunities.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-BH708

発行日：2015/11/15

登録日：2015/12/9