Successful Wine Marketing explains the principles, logistics, and strategies of wine marketing and sales, helping any winery or distributor understand the market, find a niche, and develop a successful plan. Full of descriptions, tips, and real world examples from both wine and business experts, this book distills the lessons and practical knowledge that come out of the highly regarded University of California at Davis short course, given each summer in conjunction with the Office international de la vigne et du vin (OIV). From the basics of understanding the wine consumer, the marketplace, and trends; to developing strategies through category management, design, and positioning; to understanding the legal environment and distribution chain, 'Successful Wine Marketing' is the first publication to provide sound, practical information on both wine and business. Completely up to date, with information on Internet marketing, small winery strategies, and so much more, 'Successful Wine Marketing' is a necessary and valuable resource for small and large wineries, wine consultants and distributors, enology departments and associations, trade associations and agents, short courses and professional development courses, graduate and undergraduate wine marketing courses, and some wine retail outlets.
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Awarded by the OIV, the key global wine and grape-growing society based in France, the prize in economic publications. -- Office International de la Vigne et du Vin
From the Publisher
"Successful Wine Marketing" by Kirby Moulton and James Lapsley has just been awarded the prize in economic publications from Office International de la Vigne et du Vin. The OIV, an international organization based in France, is the key global wine and grape-growing society.
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Most Helpful Customer Reviews
14 of 19 people found the following review helpful:
5.0 out of 5 stars
Outstanding resource for anyone in Wine marketing,
By A Customer
This review is from: Successful Wine Marketing (Hardcover)
As a beginner in the wine business I found the examples in the book to be fantastic. The ideas and concepts used by very successful companies is of value to newcomers like myself and I am sure to old hands at the wine game. It has helped our business to no end.
4 of 5 people found the following review helpful:
5.0 out of 5 stars
Though I have to admit to having read it out of curiousity, not need,
By Michael A. Duvernois (Minneapolis, MN United States) - See all my reviews (TOP 500 REVIEWER) (REAL NAME)
This review is from: Successful Wine Marketing (Hardcover)
This is textbook on wine marketing, based on the annual wine marketing summer course at the University of California at Davis. It a mix of wine and business/marketing knowledge. I read it as someone who was curious about marketing wine, and someone who is generally wine interested, but am not in the business actively nor am I a marketing person. The book seemed well written, concise, and to the point. There are lots of examples, but this definitely looks and feels like a textbook rather than a popular business book. It's priced as a textbook as well, though inexpensive new copies are widely available.
5 of 30 people found the following review helpful:
3.0 out of 5 stars
Successful Wine Marketing,
By Johnny Yu (Italy) - See all my reviews
This review is from: Successful Wine Marketing (Hardcover)
this book I guess is quite handy for people who wants to entry wine business. It covers a lot of marketing concepts and lots examples.
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Inside This Book
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First Sentence:
Complex factors influence consumer behavior toward wine. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
bulk wine market, bulk wine prices, retail pricing point, winery representative, wine marketers, national importer, wineries need, wine marketing, million hectoliters, grape prices, wine consumers, destination category, wine category, wine buyers, wine sector, wine distribution, wine brands, strategic audit, bulk market, bulk wines, premium wines, reserve wines, distributor representative, distributor agreement, pricing points Key Phrases - Capitalized Phrases (CAPs): (learn more)
Robert Mondavi, United States, Napa Valley, New York, San Francisco, Opus One, Franciscan Estates, New Jersey, Barefoot Cellars, Bureau of Alcohol, Central Valley, Glen Ellen, North Carolina, Wine Distribution Agreement, Alexander Valley, Club Bev, Wine World, Fredrikson Report, Napa Ridge, Northern California, Silver Oak, South Africa, Using the Bulk Wine Market, Virtual Vineyards New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Complex factors influence consumer behavior toward wine. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
bulk wine market, bulk wine prices, retail pricing point, winery representative, wine marketers, national importer, wineries need, wine marketing, million hectoliters, grape prices, wine consumers, destination category, wine category, wine buyers, wine sector, wine distribution, wine brands, strategic audit, bulk market, bulk wines, premium wines, reserve wines, distributor representative, distributor agreement, pricing points Key Phrases - Capitalized Phrases (CAPs): (learn more)
Robert Mondavi, United States, Napa Valley, New York, San Francisco, Opus One, Franciscan Estates, New Jersey, Barefoot Cellars, Bureau of Alcohol, Central Valley, Glen Ellen, North Carolina, Wine Distribution Agreement, Alexander Valley, Club Bev, Wine World, Fredrikson Report, Napa Ridge, Northern California, Silver Oak, South Africa, Using the Bulk Wine Market, Virtual Vineyards New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
1
book
cites this book:
- Wine and Society: The Cultural and Social Context of a Drink by Steve Charters in Back Matter
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