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Wine Marketing and Sales: Success Strategies for a Saturated Market [Anglais] [Relié]

Paul Wagner , Liz Thach , Janeen Olsen

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Commentaires client les plus utiles sur (beta) 3.6 étoiles sur 5  8 commentaires
10 internautes sur 10 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 well researched and highly informative 4 janvier 2012
Par Deborah - Publié sur
I read the previous review and quite frankly felt the reviewer must have been talking about a different book.

Let's assume you begin with good wine, but whatever the price point or quality level, this will help any winery understand the finer points of branding, packaging and positioning, and concrete options to get the product into the consumer's hands. The authors, all three of whom appear eminently qualified from their impressive bios, clearly understand the issues behind marketing wine in the U.S. and provide sound advice along with comprehensive resource material and statistical background to support their platforms.

It explores short and long term goal setting within all areas of the process from budgeting to strategic planning for the future. There are no guarantees for success in sales, because even great wine doesn't sell itself, but the information in this book lays a solid foundation and makes for worthwhile reading for any winery.
6 internautes sur 7 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Winemakers, a must read before you take your wine to market! 5 février 2012
Par Michele at WineDirectSolutions - Publié sur
Wine Marketing & Sales: Success Strategies for a Saturated Market, 2nd Edition is the textbook I use for my introductory Wine Marketing classes at Walla Walla Community College this winter quarter. This class and book work together as a primer for would-be winemakers and wine grape growers to gain an understanding and appreciation that while they might be focused on making the best wine possible or on growing the best grapes, nothing happens until a consumer decides to purchase that bottle of wine.
It is great to have a resource specifically dedicated to marketing wine. Marketers from other consumer products find out very quickly that their tested strategies and tactics don't necessarily work when marketing a highly-regulated, image-driven product such as wine. Why? The overwhelming reason is that only 21% (Wine Market Council, 2011) of American adults consume wine in any kind of regular frequency. This eliminates traditional lifestyle media for all but the large players, while national wine publications are out of the reach for most small to medium wineries. However, overwhelmingly, there is an aversion of most small to medium wineries to market their crafted product as if they were selling a detergent or an automobile.
Since 2008 though, the industry has changed with the downturn, forcing wineries to focus on the selling (read marketing) their wine rather than waiting for wine visitors to arrive at the tasting room door.
The updated information presented in the 2011 version is important. The new chapter on wine tourism is timely and of increasing importance to those of us living in wine country. I was also pleased to see the mention of Constellation's Project Genome in the revised segmentation chapter. This colossal research project undertook to further differentiate the 20.4% core market to better understand just who those consumers are and their buying habits.
I have two suggestions for future versions. One is a section on the importance of trademarking your brand early in the brand building process. Several winery owners have reinforced that this is the most important step any winery should do to insure that your hard work is not lost due to a trademark ruling.
Secondly, the flood of consumer-driven, popularly-priced wines from large producers is changing our industry. Not only in the type of wines that might appeal to our marginal wine consumers, but also in new strategic relationships between producer and distributor and/or retailer. Charles Shaw wines, now 10 years old, opened up the door for $1.99 wine to be positioned as an everyday beverage. However, this never could have happened without Trader Joe's reputation as a highly-credible brand.
Similarly, [yellow tail] and their strategic partnership with W. J. Deutsch & Sons, are rewriting the book of what wines non-traditional wine consumers might buy. These companies see tremendous upsides in targeting new market segments.
While no one book can capture all the nuances and information necessary to be successful in today's cluttered but hardly saturated wine market place, this well-researched book provides an excellent foundation.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Never underestimate the impact of a pretty face... 23 juin 2014
Par John Lawlor - Publié sur
Format:Relié|Achat vérifié
In doing research into the impact of wine label design I came across Paul Wagner's excellent book on wine marketing.

The opening of the chapter on Wine Packaging and Labels states: "Never underestimate the impact of a pretty face. The wine label is your wine's face. It has to engage the shopper, be a physical marker of your winery philosophy, and allude to the joys contained within.

And your bottle has to be sexier than the ones it is standing next to."

He goes on to discuss how important that packaging is: "For the average American wine consumer, there is no way to distinguish one bottle from the next - unless we talk about the label."

My only response to Mr. Wagner is: here's to sexy wine messages on wine bottles and a great wine marketing book.

I am pleased to have added it to my wine marketing book shelf along with "99 Bottles of Wine" by David Schuemann and "Wine Marketing Online" by Bruce McGechan.
2 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 One of the more impressive, up-to-date books every brand owner needs 23 octobre 2013
Par Rarig R. - Publié sur
Format:Relié|Achat vérifié
There are several thousand wine licences in California alone. Knowledgeable brand and business owners are successful for a reason. However, there are many unrealistic people within the wine industry with a lack of overall general wine knowledge on why and how this industry successfully operates on a real budget. Working with people who understand the norm of this business are the easiest to partner with. It would be great if this book for the most part is and was only review for the business users within our circle and beyond.
3.0 étoiles sur 5 Wine Marketing For Wineries 26 avril 2014
Par luis ballivian - Publié sur
Format:Relié|Achat vérifié
Directed more towards wineries rather than wine importers. Overall informative, easy and clear explantion of examples. I would recommend it.
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