Marketing and innovations in the wine sector after the beginning of the Covid-19 pandemic

Abstract

Marketing plays an important role in the development and functioning of companies all over the world. However, what makes successful more companies, are the innovative practices that nowadays have a growing importance for the economy and business development in many countries. More than ever, from the beginning of 2020 due to the effects of the Covid-19 pandemic, there are political, economic and social changes in the world. In a changing and insecure environment, many companies evolve due to different innovative marketing practices. This article shows the examples of the wine sector, comparing French and Bulgarian wine companies. Thanks to their successful marketing activities, they have changed and their way of working and can be shown as an example in times of crisis. The aim of this article is to show good marketing and innovation strategies and by using the benchmarking method, to highlight one of the best of them.