The importance of packaging and dynamic innovation in a traditional luxury sector: Case study of winegrower champagnes
Ringeval-Deluze, Aurélie
The importance of packaging and dynamic innovation in a traditional luxury sector: Case study of winegrower champagnes - 2021.
1
Based on a semiotic analysis of the packaging of one hundred winegrower champagnes, supplemented by nineteen interviews with experts, we identify the traditional “champagne codes” as well as the levers of packaging innovation and the major tensions that they reveal for this product category. We are thus contributing to the marketing literature on the packaging of prestige wines.
The importance of packaging and dynamic innovation in a traditional luxury sector: Case study of winegrower champagnes - 2021.
1
Based on a semiotic analysis of the packaging of one hundred winegrower champagnes, supplemented by nineteen interviews with experts, we identify the traditional “champagne codes” as well as the levers of packaging innovation and the major tensions that they reveal for this product category. We are thus contributing to the marketing literature on the packaging of prestige wines.
Réseaux sociaux