Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
Marketing Strategies in The Winery Industry : Comparison of
Quebec, Vermont and Morocco Small and Medium Size
Organizations
Jocelyn D. Perreault and Leonard Dumas
According to Wines of Canada (2014), there are almost 700 wineries in all of Canada, ranging
from the small family operation to the massive million dollar estates owned by large
companies. Number of wineries have passed from 28 in 1992 to the actual number. There are
approximateky 268 vineyards in the province of Quebec and about 60 would be producing
wine according to the Association of Quebec winemakers (2012).
In 2012 the United States produced more than 752,4 million gallons of wine and California
counted for 88 percent of that wine (Wine institute, 2014). According to the AgMRC (2013),
wineries exist in all 50 states and the number continues to expand with 3532 in California and
28 in Vermont. In refering to TDA (2011), from 2008-2011, wine production increased by
10,28% in USA; 12% in Canada and decrased by 2,86% in the same period in Morocco.
Department of Agriculture of Morocco precises that 38 millions of bottles of wines are
consumed in the country each year whereas there would be less than 10 wineries in the
country, most of them under the control of large groups.
Track : Marketing/entrepreneurship
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Dr. Jocelyn D. Perreault, Department of Management Sciences, University of Quebec at Trois-Rivieres,
Quebec, Canada. Email : jocelyn.perreault@uqtr.ca, Tel. :819-376-5080, Fax : 819-376-5079
Dr Leonard Dumas, University of Quebec at Trois-Rivieres, Quebec, Canada. Email :
leonard.dumas@uqtr.ca