Author Description

La 4è de couv. indique : "Luxury wine is a growing market, with more producers than ever before. Although it was once confined to traditional regions such as Bordeaux, Champagne, and Burgundy, in recent decades many other regions have been establishing their luxury profile, including Napa, Tuscany, and the Rhone, along with emerging regions worldwide, from China to Chile. Clearly articulating a brand's vision and marketing strategy is now a must. Luxury wine has a fundamentally different customer base with different needs, requiring different marketing tactics from commercial wine. In Luxury Wine Marketing, Peter Yeung, a strategic marketing expert with a blue-chip consultancy background, and Liz Thach MW, a widely published professor of wine and management, pool their unique expertise to craft a reference point for luxury wine marketing, culling best practices from around the world. The book also provides fascinating reading for those teaching or studying on marketing and wine-related courses. First defining luxury wine, Luxury Wine Marketing examines the size of the market, a first of its kind, and profiles buyers of luxury wine. The process of creating a luxury wine brand strategy is then detailed within a 5P+S marketing framework. The importance of building a skilled management team, managing the secondary markets, and keeping the brand fresh are also covered. Each chapter concludes with a revealing vignette of a high-profile luxury wine brand. By bringing together in one package a wealth of knowledge on the subject, Luxury Wine Marketing provides a framework for crafting a compelling vision and marketing strategy, and the tools for measuring and evaluating performance that are critical to the success of any luxury wine brand."