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

Description

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 Ramšak’s book peels back the layers of the alcohol industry’s 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 industry’s use of technology. - Nadja Furlan Štante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia. Acknowledgments Contents List of Figures Chapter 1: Introduction: Wine and Technology Between Cultural Attitudes to Alcohol, Sales, Legislation, and Health References Chapter 2: The Greatest Tricks of Digital Alcohol Marketing: The Consumer´s Voice and Alcohol e-Marketing References Chapter 3: Wine Storytelling References Chapter 4: Wearable Technology and Wine References Chapter 5: Smart Packaging: The Labels Come to Life References Chapter 6: Wearable Technology for Preventive or Curative Purposes References Chapter 7: Children and Adolescents as a Marketing Target References Chapter 8: Social Media, Alcohol, and Young People References Chapter 9: Masculinity and Practices of Drinking References Chapter 10: Drinking Games References Chapter 11: Digital Marketing Strategies during a Coronavirus Pandemic References Chapter 12: Femininity, Online Practices of Drinking and Women in Alcohol Industry References Chapter 13: Brand Stretching and Popular Culture References Chapter 14: Legislation between Norm and Practice References Chapter 15: Conclusion: The Unplugged Path to Alcoholism Index