This research presents a case study of the wine distribution system of the Dominican Republic (DR). It focuses on the emerging wine market which is not a wine producing region, however represents a large and growing market for export of wine. Data were collected though in-depth interviews with major representatives of the DR wine distribution system – importers, retailers, managers of restaurants, all-inclusive resorts, and hotels. In addition, field observations were used as a mechanism of qualitative data collection. The findings show that almost all available wine in the DR is controlled by importers. Importers negotiate promotional costs, slot fees, and promotional budgets with the producers and provide credit to retailers. The Dominican Republic wine market operates in a highly competitive environment; Spain, Chile, Italy, and the United States are primary competitors on this market. Retail represents the biggest channel for sales of imported wines.
|Journal||International Journal of Managing Value and Supply Chains.|
|State||Published - 2012|