Market entry strategies in the U.S. alcohol distribution: The case of French wine exporters

This study examines the different strategies adopted by wine exporters located in France for penetrating international alcohol distribution networks in the U.S. market (and to a lesser extent the Canadian market). Grounded in the Business-to-Business (B2B) marketing literature (Ellegaard and Medlin, 2018), this study adopts a framework integrating a ‘Stakeholder’ approach for understanding the logics behind exporters’ strategies to penetrate the alcohol distribution networks (wholesalers, importers, alcohol monopolies).