Barriers to the Export of Greek Wine

Abstract

Although Greek wine is a high quality product, it is not well known in the international marketplace and it has not a recognised brand name. The aim of the current research is to examine the barriers to the export of Greek wine. In-depth Personal interviews were undertaken with producers, managers and people involved in the Greek wine industry. Participants provided information about the current situation and their projections about future. This research is based on qualitative methods. According to the results of the research the barriers could be separated into three basic categories, logistic and financial barriers, marketing and promotion barriers and policy barriers. This research offers Greek wine export managers and people involved in wine industry in general a possible mean of evaluating the marketing potentials of Greek wine in the international marketplace. It also helps Greek wine export managers to identify and recognise the problems that their product face in the international market, in order to improve its image, to conduct a brand building strategy and as a result to increase the exports.Greek wine, Marketing, Barriers, Exports, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety,