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Wine Marketing & Sales, Second edition, by Janeen Olsen, Liz Thach PhD, Paul Wagner
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How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.
- Sales Rank: #185227 in Books
- Published on: 2016-02-22
- Released on: 2016-02-22
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.06" w x 7.00" l, .0 pounds
- Binding: Paperback
- 400 pages
Review
"It's crucial to understand how to make a winery stand out from the crowd and yet fit into people's lifestyles in an enjoyable, meaningful way. This book does all of that and more. It is both credible and authoritative and very, very useful" --Robert Mondavi
About the Author
Paul Wagner is an instructor for Napa Valley College and the Culinary Institute of America. Paul formed Balzac Communications & Marketing in 1991. Paul is a regular columnist for Vineyard & Winery Management magazine and contributes to Allexperts.com. He lives in Napa, California. Janeen Olsen is a Professor of Marketing at Sonoma State University. Her research on wine consumption, direct to consumer marketing and tasting room service has been published extensively in international business journals, and she lectures on those topics regularly. Janeen lives in Vallejo, California. Liz Thach (pronounced “tosh”) is a management and wine business professor at Sonoma State University in the Wine Business Institute where she teaches in both the undergraduate and Wine MBA programs. Liz has published over 90 articles and 4 wine books, including Wine: A Global Business. Liz lives on Sonoma Mountain.
Most helpful customer reviews
12 of 12 people found the following review helpful.
well researched and highly informative
By Deborah
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.
8 of 10 people found the following review helpful.
Winemakers, a must read before you take your wine to market!
By Michele at WWgirasol
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.
3 of 3 people found the following review helpful.
Never underestimate the impact of a pretty face...
By John Lawlor
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.
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