"Successful Wine Marketing" explains the principles, logistics, and strategies of wine marketing and sales, helping any winery or distributor understand the market, find a niche, and develop a successful plan. Full of descriptions, tips, and real world examples from both wine and business experts, this book distills the lessons and practical knowledge that come out of the highly regarded University of California at Davis short course, given each summer in conjunction with the Office international de la vigne et du vin (OIV). From the basics of understanding the wine consumer, the marketplace, and trends; to developing strategies through category management, design, and positioning; to understanding the legal environment and distribution chain, "Successful Wine Marketing" is the first publication to provide sound, practical information on both wine and business. Completely up to date, with information on Internet marketing, small winery strategies, and so much more,...

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