Social Impact of Wine Marketing

The book Social Impact of Wine Marketing: The Challenge of Digital Technologies to Regulation is part of Springer’s series Contributions to Management Science dedicated to emerging theoretical and empirical research. The author, Mojca Ramšak, Ph.D., is a professor of ethnology and philosophy at the Department of Ethnology and Cultural Anthropology at the University of Ljubljana, Slovenia, and her research interests are folklore, health and illness, public health, and alcohol addiction. The author, merging cultural anthropology expertise with a focus on public health, delves into the impact of alcohol marketing and addiction on people’s lives. Particularly concerned about adolescents, she stresses the pressing requirement for better legal control of alcohol marketing and improved public health campaigns. The book is divided into 15 chapters. Each chapter begins with an abstract that summarizes the key points being discussed in the chapter and covers a specific aspect of digital marketing or social behavior involving drinking. Therefore, readers can choose specific chapters that interest them, or read the book as a whole to get a more comprehensive perspective on the subject. The introductory chapter titled Wine and Technology Between Cultural Attitudes to Alcohol, Sales, Legislation, and Health begins by stating the aim of the book which is to “decode the strategies of alcohol advertising, which are cleverly embedded in the context of hedonism, luxury, social power and influence, and the concept of choice” (p. 1). The main concept explored in the book is “digiwine”, “a neologism [which] refers to the production