8th annual conference of the european business history association marketing wine during twentieth century a perspective eva fernández garcía universidad complutense de madrid both in nineteenth and success sales depended on producing sufficient quality wines maintaining reputation among consumers building up good price policy investing techniques these four strategies are strongly connected but this paper i will mainly concentrate analysing developed by industry second half is characterized fragmentation yearly swings supply which results highly differentiated offerings moreover demand very heterogeneous because customers preferences differs spahni 1998 consequently makers must cope with great volatility distribution react to horizontal vertical integration traditional wholesalers merchants disappeared production concentrated large firms that operated internationally since 1950s wineries also integrated into when set commercial branches foreign markets as well made ventures companies increase their market share
