Wine Marketing and Sales 3rd Edition
$ 75.00
Liz Thach, Janeen Olsen, and Paul Wagner
7 x 10”, 446pp., black and white illustrations, fully indexed
“It’s crucial to understand how to make a winery stand out from the crowd, and yet fit into people’s lifestyles in an enjoyable, meaningful way. This book does all of that...and more.”
-Robert Mondavi
The current US and global wine markets are practically unrecognizable from when the second edition of this text was published. Wineries can ship directly to their consumers in 45 US states. Seventy percent of Americans are online. Advanced packaging tech can reveal chemical spoilage, verify provenance, and can even talk (virtually).
This new, third edition of the bestselling wine marketing book in the English language explores these and many more new and surprising features of the modern wine marketing landscape.
- Social Media Marketing & Ecommerce
- Digital Marketing & Wine Delivery Applications
- New Trends in Packaging, e.g. Augmented Reality Labeling
- Sales and Marketing Metrics
- Complete Regulatory Compliance
- Going Mobile with Website Strategies
- Supply Chain Management
- The Promise of Direct-to-Consumer Sales
- The New Demographics of Wine Consumption & Wine Tourism
Wine Marketing and Sales covers every conceivable aspect of marketing and selling wine, from basic theory and principles, to the practical application of sales and marketing strategies in the real-world, brand-saturated marketplace. This book puts new and powerful tools into the hands of veteran brand managers and the vast bank of wine marketing knowledge within reach of the untrained winery owner desperate for a foothold.
Paul Wagner is the founder of the renowned Balzac Communications, whose clients include some of the most valuable wine brands in the world. He is an instructor at the Culinary Institute of America and Napa Valley College. Dr. Janeen Olsen is a professor of marketing at Sonoma State University and has published extensively in international marketing and business journals and has presented papers on the subject at conferences throughout the world. Dr. Liz Thach M.W. is a Distinguished Professor of Wine at Sonoma State University, and has authored a number of books and numerous journal articles on the subject. Among her many honors and awards, she received Resolution No. 422 from the California Legislature for being the first woman in California to become a Master of Wine.
“It’s crucial to understand how to make a winery stand out from the crowd, and yet fit into people’s lifestyles in an enjoyable, meaningful way. This book does all of that...and more.”
-Robert Mondavi
“A must-have for anyone who is interested in developing successful strategies to compete in the New World wine marketplace.”
-Gina Gallo
“This powerful wine marketing guide is much more than a text ... It is like sitting at the knee of a wise counselor with 40 years of wine marketing experience....A few hours invested in these pages will save years in the marketplace.”
-Mark Chandler, Director, Lodi Winegrape Commission
