Date of Conferral



Doctor of Business Administration (D.B.A.)




Gwendolyn Dooley


Some marketing strategies executed to stimulate the consumption of wines and spirits do not affect an increase in per capita consumption. Wine business leaders must find ways to increase per capita consumption to sustain business profitability, as the wine category experienced no new growth. Grounded in the theory of segmentation, the purpose of this qualitative single case study was to explore marketing strategies adult beverage leaders used to increase per capita consumption of rosé wines in New York. The participants were 4 marketing leaders of an adult beverage company with operations in New York, who successfully executed strategies to increase per capita consumption of rosé wines. Data were collected from semistructured interviews and archival documents from the organization, such as wine import statistics, past sales data, and marketing presentations. Three themes emerged from the thematic analysis: category growth and marketing strategy, segmentation and consumer segments, and customer and consumer engagement. A key recommendation for wine business leaders is to offer brand education and social experiences to consumers that could lead to increase sales. The implication for positive social change as a result of increased wine sales and revenue could lead to philanthropic investments in the local community.

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