Wine Marketing : A Practical Guide

Whilst "Wine Marketing: A Practical Guide" also 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. It offers a systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry. It incorporates international case studies and examples to demonstrate real-life practice and a variety of features to facilitate learning and allow self-evaluation. Contents: 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.