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Wine Marketing and Sales,Third Edition
The bestselling wine marketing book is fully revised and updated. New topics include social media marketing, sales and marketing metrics, complete regulatory compliance, website strategies and graphic design, brand strategies, demographic changes, and wine tourism. Written by three of the industry’s most respected wine business professionals and educators, this book puts new and powerful tools into the hands of veteran brand managers, and the marketing knowledge within reach of the untrained winery owner.
1131775594
Wine Marketing and Sales,Third Edition
The bestselling wine marketing book is fully revised and updated. New topics include social media marketing, sales and marketing metrics, complete regulatory compliance, website strategies and graphic design, brand strategies, demographic changes, and wine tourism. Written by three of the industry’s most respected wine business professionals and educators, this book puts new and powerful tools into the hands of veteran brand managers, and the marketing knowledge within reach of the untrained winery owner.
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Wine Marketing and Sales,Third Edition

Wine Marketing and Sales,Third Edition

Wine Marketing and Sales,Third Edition

Wine Marketing and Sales,Third Edition

Overview

The bestselling wine marketing book is fully revised and updated. New topics include social media marketing, sales and marketing metrics, complete regulatory compliance, website strategies and graphic design, brand strategies, demographic changes, and wine tourism. Written by three of the industry’s most respected wine business professionals and educators, this book puts new and powerful tools into the hands of veteran brand managers, and the marketing knowledge within reach of the untrained winery owner.

Product Details

ISBN-13: 9781935879442
Publisher: Board and Bench Publishing
Publication date: 06/17/2019
Edition description: Third Edition, Third edition
Pages: 416
Sales rank: 759,191
Product dimensions: 7.00(w) x 10.10(h) x 1.10(d)

About the Author

Paul Wagner is an instructor for Napa Valley College and the Culinary Institute of America. He is a regular columnist for Vineyard & Winery Management magazine and contributes to Allexperts.com. Janeen Olsen is a Professor of Marketing at Sonoma State University. Liz Thach is a management and wine business professor at Sonoma State University in the Wine Business Institute. Liz has published over 90 articles and 4 wine books, including Wine: A Global Business.

Table of Contents

Illustrations vii

Foreword Robert Mondavi ix

Acknowledgments xi

Introduction to the Third Edition 1

Chapter 1 Basic Wine Marketing Principles 4

Chapter 2 Research & Demographics: Wine Consumers Today 24

Chapter 3 Wine Branding 44

Chapter 4 Wine Advertising and Promotion 62

Chapter 5 Graphic Design in the Wine Industry 96

Chapter 6 Wine Packaging and Labels 118

Chapter 7 Wine Public Relations 140

Chapter 8 Wine Budgets and Pricing 166

Chapter 9 Three Avenues to Sales 194

Chapter 10 Sales and Distribution Management 212

Chapter 11 Selling Wine to Restaurants and Retailers 238

Chapter 12 Direct to Consumer Sales 264

Chapter 13 Digital Marketing & Social Media 296

Chapter 14 Establishing a Tasting Room 324

Chapter 15 Wine Tourism 358

Chapter 16 Strategies for Exporting and Importing Wine 380

Chapter 17 Repositioning and Turnarounds 400

Index 423

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