A Marketing Strategy Research On Canadian North Shore Icewine

The financial crises of 2008 heat the whole world.While the Chinese wine market was not affected by the crisis and grew very fast,among which the high end wine market increased with a top speed.Among all top wines,Icewine is the ultimate. It focuses on "High End and Small Group" market.How to market icewine is a big challenge to all icewine operators.The North Shore Icewine is a symbol of high class icewine made in Canada,which is produced by Vincor in Canada,a winery of the Constellation Brand-the largest wine company in the world.Shanghai C&D Company limited brought this wine into the Chinese market in year 2007.In the past two years, the sales of North Shore Icewine were far lower than expected.In this paper,we introduce the marketing situations of North Shore Icewine,and find out that the reason why sales are bad is "Positioning",on the basis of Segmenting and targeting,a repositioning is given to North Shore,which is "a luxury of wines,the spirit reward special for VIPs",and a brand new market strategy of 4Rs is tailored to North Shore. It is hope that the study of the market strategy of North Shore Icewine would be used for reference for all the other top imported wines.