Wine marketing: a practical guide

From vine to table; Wine and the wine industry; The business environment; The vine; The winery; The wine region; Getting the wine to the table: wholesale distribution channels; Selling wine for the table: the retail sector; The table: post-retail; To Market to market

1. Introduction : a practical approach to wine marketing -- 2. The international business environment of wine -- 3. The marketing dimensions of production processes : adding value to the vine -- 4. Cellar door : direct sales, brand building and relationships -- 5. The role of intermediaries -- 6. Retailing -- 7. Licensed premises -- 8. Wine events -- 9. Wine brand image agents : advertising, endorsements, reviews and media -- 10. Marketing cooperation : regions, networks and clusters -- 11. Conclusions : To market to market.

Whilst Wine Marketing: a practical guidealso looks at theory and existing research, the main focus of this book is on the practicalities of wine marketing. Each chapter includes the following invaluable features: * 'How to' and 'how not to' case studies based on international examples * A guide to further reading and websites * 'Issues to consider when marketing' section as a means of self-evaluation 'Wine Marketing' systematically outlines the major issues involved in the production and marketing of wine. Its accessible and clear-sighted approach makes it an invaluable guide for everyone in the field. * Systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry. * International case studies and examples to demonstrate real-life practice. * A variety of features to facilitate learning and allow self-evaluation.