Customer Reviews

Wine Brands: Success Strategies for New Markets, New Consumers and New Trends

5 star:		(2)
4 star:		(0)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

As a consumer goods' marketing and brand professional (regularly enjoying a glass of wine), I absolutely sped-read through this book. It explains succinctly the evolution of wine marketing, highlights how new marketing tools and communication media can be used to get into the "purchase consideration" of the ever elusive consumer. Additionally, the many real life case studies and examples from all over the world make for very enjoyable reading. Highly recommended for all marketing professionals as well as all wine lovers. Excellent & comprehensive!!!

There may be as many opinions about how to best market wine as there are about how good wines should tastes, which makes filtering out the noise difficult. Wine Brands takes on this complex task in an admirable way. The book begins with an overview of the history of wine consumption around the world, and follows the evolution of the many varied traditions into the modern revolution in wine production and consumption. The author has a unique perspective that combines the sensitivities of a French native involved with wine together with a sound grasp of Anglo-American marketing. This makes for a rich blend of insights into exactly how current changes in both who today's wine drinkers are and how they enjoy wine must be matched with new ways of communicating and building relationships with them. The book offers many well documented examples on the wide range of efforts underway to reach these new consumers - from the most traditional forms of print media through the growing variety of Web 2.0 offerings. The text, illustrations and case studies are clearly presented so that both the amateur and wine professional will find something new and useful. The industry jargon is kept to a minimum and the conversational tone used makes it easy and enjoyable reading. Those connected to the wine industry will find this book a valuable tool for organizing their thoughts and developing business strategies. And the amateur will learn much as well - and pick up several interesting anecdotes sure to impress friends at the next tasting!

The author comes across as a nice person very interested in her topic but....this book....well... there are some nice sentences but as a complete work it's a rambling collection of unconnected stories (some interesting), poorly presented tables of data, quaint out-of-date (already) descriptions of internet marketing, and a near complete lack of insight and recommendations for marketers.

It's summed up perfectly by the tiny conclusion on the last page which says NOTHING. I'm afraid that I can not recommend this book for anyone in the wine industry who is looking to learn about wine marketing.

Very clear writing, very interesting introduction to the world of wine, but too obvious about strategical issues, as positioning, customer relationship management;
few economical data-sets make "WINE BRANDS" a pleasure for all, but not for "skeptical" marketing manager...