Abstract:Icewine is a sizable niche in the Canadian wine industry that has attracted little attention from marketing and branding researchers. A first step in understanding the marketing mix and brand positioning strategies was to develop a modified Aesthetics and Ontology (AO) framework to classify consumers of luxury wines and spirits specifically focused on icewine. This paper examines where Canadian icewine producers place their brand and consumers within this AO typology. The authors applied a thematic analysis ap… Show more
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