The Indigenous Wine Industry: A Meeting Place for Traditional and 21st Century Small Business

Abstract

Indigenous groups entering the global marketplace differ in their approach from many of the established global market cultures. Approaches to wine marketing adopted by Indigenous Peoples in Canada and New Zealand for example, are experiencing an agreeable level of success. This feat is achieved by Indigenous Peoples following the tenets of SME good practice in the global economic system, while observing the identified Aboriginal approach to economic development. Acceptance levels of Indigenous wineries entering mainstream wine markets have been positive, and through developing a greater understanding of this market, it has been possible to enhance knowledge of both the market for Indigenous wine products per se, and the niche that exists for Indigenous wine and Indigenous tourism enhancements to sales.