Business of Wine: A Global Perspective

Abstract

THE BUSINESS OF WINE -- Table of Contents -- Preface -- Chapter 1 MARKET OVERVIEW -- Specific Types of Wine -- Changes -- Vineyard to Shelf -- Chapter 2 VINEYARDS OF THE WORLD -- Europe -- Vine-Growing Areas of the EU -- The Three Major EU Producers: Spain, Italy and France -- Elsewhere in Europe -- The Vineyards of Africa -- China's Planting Material -- The Americas -- Chapter 3 CONSUMER BEHAVIOR -- France: A Major Producer-Consumer of Wine -- Regular and Occasional Wine-Drinkers -- Class, Gender, Income Bracket, and Occupation -- Public Opinion -- Wine as a Beverage versus Wine for Pleasure -- The UK-One of the most highly Targeted Markets -- Taxation -- Chapter 4 PRODUCT CATEGORIES -- Still wine -- France -- Italy -- Market Shares -- Grape-Must -- Chapter 5 PRODUCTION -- Overview of the Process of Making Wine -- Fermentation -- Sediments -- The Equipment of the Modern Winery -- Chapter 6 HISTORY AND DEVELOPMENT OF THE DISTRIBUTION SYSTEM -- Evolution of Distribution -- Italy -- Germany -- Summary -- Chapter 7 THE MARKETING OF WINE -- The Essence of Wine Marketing -- Consumer Risk Reduction Strategies and How Marketers can Exploit the Perceptions -- Global Trends in Marketing -- Marketing Trends in Major Wine Markets -- The Upsurge of Discounters -- Packaging -- Branding and Supply Chain Management in France -- Branding in Western Europe and the United States -- Reassurance and Guarantees -- The Internationals -- Private Label Marketing based on the UK Model -- Direct Marketing -- E-Business -- Chapter 8 COMPANIES AND HOW THEY COMPETE -- The Development of Strategies: Active and Reactive -- Super-Premium and Premium Wines -- Understanding Size-Related Strategies -- Wine of Luxury Image -- Strategy Built on a Multi-Beverage Portfolio -- Traditional Family-Owned Wine Businesses -- Innovation in Wine Marketing & Branding.

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Book(electronic)#12008

The business of wine: a global perspective

Jenster, Per V.

Jenster, Per V.

Abstract

"The enjoyable nectar of grapes and the business of bringing it to consumers have already had a long history, but never before has the wine industry seen so much change. The Business of Wine is aimed at anyone with an interest in broadening his or her view of wine to encompass some of the fascinating complexities of the business side of this international industry." "It is also the intention that it provides substantive reading for the professional, the academic, or the student seeking to gain deeper insight into the structure and economics of the industry as well as into the various trends and pressures which are currently affecting it."--BOOK JACKET

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Book(print)#22008

The business of wine: a global perspective

Jenster, Per V.; Smith, David E.; Mitry, Darryl J.; Jenster, Lars V.

Jenster, Per V.; Smith, David E.; Mitry, Darryl J.; Jenster, Lars V.

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