Wine Marketing and Sales, Third Edition: Success Strategies for a Saturated Market - Hardcover

by Liz Thach (Author), Paul Wanger (Author), Janeen Olsen (Author)

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 customers 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.

Author Biography

Paul Wagner is an instructor for Napa Valley College and the Culinary Institute of America. He is a regular columnist for Vineyard & Winery Management magazine and contributes to Allexperts.com. Janeen Olsen is a Professor of Marketing at Sonoma State University. Liz Thach is a management and wine business professor at Sonoma State University in the Wine Business Institute. Liz has published over 90 articles and 4 wine books, including Wine: A Global Business.