Successful Wine Marketing / Edition 1

Hardcover (Print)
Buy New
Buy New from
Used and New from Other Sellers
Used and New from Other Sellers
from $27.26
Usually ships in 1-2 business days
(Save 83%)
Other sellers (Hardcover)
  • All (13) from $27.26   
  • New (6) from $90.98   
  • Used (7) from $27.26   


Full of descriptions, tips, and real world examples from both wine and business experts, this book distills the lessons and practical knowle dge that come out of the highly regarded University of California at D avis short course, given each summer in conjunction with the Office in ternational de la vigne et du vin (OIV). From the basics of understand ing the wine consumer, the marketplace, and trends; to developing stra tegies through category management, design, and positioning; to unders tanding the legal environment and distribution chain, "Successful Wine Marketing" is the first publication to provide sound, practical infor mation on both wine and business. Completely up to date, with informat ion on Internet marketing, small winery strategies, and so much more, "Successful Wine Marketing" is a necessary and valuable resource for s mall and large wineries, wine consultants and distributors, enology de partments and associations, trade associations and agents, short cours es and professional development courses, graduate and undergraduate wi ne marketing courses, and some wine retail outlets.

Read More Show Less

Product Details

  • ISBN-13: 9780834219625
  • Publisher: Springer US
  • Publication date: 3/31/2001
  • Edition description: 2001
  • Edition number: 1
  • Pages: 308
  • Product dimensions: 0.81 (w) x 6.14 (h) x 9.21 (d)

Table of Contents

Introduction. Consumer Behavior and Marketing Strategies. SETTING SIGHTS ON THE MARKET. Researching the Wine Consumer. Market Audits. Tracking Retail Sales. CONSIDERING THE MARKETPLACE. The Context for Marketing Strategies: A Look at the U.S. Wine Market. The Production/Marketing Interface. Wine Marketing and Its Legal Environment. The Role of a National Importer. Wine on the Internet. DEVELOPING STRATEGIES. Pouring Wine through New Funnels. Product Differentiation. Building a Premium Wine Brand. Pricing and Programming. Creating Pull Through Advertising. Category Management. Label and Bottle Design. Using a Bulk Wine Market as a Marketing Strategy. PROFITING THROUGH POSITIONING. Basics of Brand Positioning. Positioning Multiple Wine Brands. Integrating the Marketing Elements. Positioning: A Case Study. USING DISTRIBUTION. Elements of a Wine Distribution Agreement. Making Distribution Work. A Changing Distribution System. Distribution Strategies and Legal Barriers. Selling Wine in and to Supermarkets. Selling Wine in and to Large Specialty Stores: The Case of Beverages & more!. The New Brand in a Competitive Market

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)