LUXURY WINE MARKETING
Luxury Wine Marketing, The Art and Science of Luxury Wine Branding, is a must read for any food and beverage or hospitality industry professional dealing with upper tier wines. Written by Dr. Liz Thach, Master of Wine and Distinguished Professor of Wine and a Professor of Management at Sonoma State University where she teaches in both the undergraduate and Wine MBA programs, and Peter Yeung, a strategic marketing expert with a blue-chip consultancy background, this book is the first of its kind to delve into the fundamentals, pitfalls, and success stories of selling the world’s finest wines. In addition to examining the consumers, buyers, pricing, packaging, placement, promotion and management, one of the most useful chapters for all sommeliers and wine directors is the chapter on managing the secondary market and counterfeits. Each chapter also has a real-life vignette, such as “Crafting the “product” of Domaine de la Romanee-Conti,” or “Harlan Estate, creating global scarcity to preserve pricing power.” It is meticulously researched, easy to read, and incredibly practical.
