This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.
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Table of ContentsIntroduction. 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