Social Impact of Wine Marketing

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? Dr. Mojca Ramsaks book peels back the layers of the alcohol industrys most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industrys use of technology. Nadja Furlan Stante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.

Mojca Ramsak is Full Professor of Cultural and Social Anthropology at the University of Ljubljana in Slovenia. She works in the fields of ethnology, cultural and social anthropology, and medical humanities as a researcher, professor in the doctoral study of humanities, and writer, using both experimental and traditional forms of qualitative inquiry in the interests of dignity, and human rights. Dr. Ramsak has published eight books in the fields of ethnology, anthropology, and the history of medicine. Springer has published two books which focus on the marketing strategies of the alcohol industry and culturally specific consumption habits.