The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach

Italian wine is well known all around the world for its long history, nice taste and outstanding quality. However, when trying to enter the Chinese market, Italian wine producers do not obtain the proper market share or high reputation that they deserve. Based on empirical research, this article will provide explanation on the reasons behind this phenomenon. The authors argue that a ‘mainstreaming process’ marketing strategy should be adopted by Italian wine brands when facing competition from both domestic and other foreign wine producers in China