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Case study evaluates production and commercial strategy in a traditional Cypriot distillery, highlighting commercialization pathways for heritage beverages.
Purpose – The purpose of this paper is to examine the issues related to the production of “Zivana”, a traditional alcoholic beverage produced by the Cypriot company LOEL, and the marketing practices implemented by the company. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is presented.
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Blery et al. (2006) studied this question.
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