Successful Wine Marketing / Edition 1

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Overview

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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Product Details

  • ISBN-13: 9780834219625
  • Publisher: Springer US
  • Publication date: 3/31/2001
  • Edition description: 2001
  • Edition number: 1
  • Pages: 307
  • 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

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