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From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana
From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana
Theses and Dissertations--Communication
The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.
The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …