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Professional Wine Marketing Book
from C.H.I.P.S.

Successful Wine Marketing
by Kirby Moulton and
James Lapsley

This book is the first publication to provide sound, practical information on both wine and business. This book explains the principles, logistics, and strategies of wine marketing and sales, helping any winery or distributor understand this unique market and develop a successful marketing plan.

Successful Wine Marketing is divided into five distinct categories:

Part I: Setting Sights on the Market
Consumer Behavior and Marketing Strategy
Researching the Wine Consumer
Market Audits
Tracking Retail Sales

Part II: Considering the Marketplace
Context for Marketing Strategies: A Look at the U.S. Wine Market
The Production/Marketing Interface
Wine Marketing and Its Legal Environment
The Role of a National Importer
Wine on the Internet

Part III: Developing Strategies
Pouring Wine through New Funnels
Product Differentiation
Building a Premuim Wine Brand
Pricing and Programming
Creating Pull Through
Advertising
Category Management
Label and Bottle Design
Using the Bulk Market Works
Marketing Advantage in Using the Bulk Market
Understanding Wine Market Cycles

Part IV: Profiting through Positioning
Basic of Brand Positioning
Positioning Multiple Wine Brands
Integrating the Marketing Elements
Positioning: A Case Study

Part V: Using Distribution
Elements of a Wine Distribution Agreement
Making Distribution Work
A Changing Distribution System
Distribution Strategies and Legal Barriers
Selling Wine in and to Supermarkets
Selling wine in and to Large Specialty Stores: The Case of Beverages and More
The New Brand in a Competitive Market

Index

Successful Wine Marketing is a valuable resource for:

  • small and large wineries
  • wine consultants
  • distributors
  • enology departments and associations
  • trade associations and agents
  • short courses
  • professional development courses
  • graduate and undergraduate wine marketing courses
  • wine retail outlets.

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Successful Wine Marketing
by Kirby Moulton and James Lapsley
2001 • 307 pages • $143.00 + shipping
Texas residents please add 7 % sales tax

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