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Long overdue this comprehensive text provides an indepth hands-on approach to wine marketing and sales. Authored by leading wine marketing professors and Napa's most respected wine marketing and communication consultant this new work covers the total range of the wine marketing profession from the initial theoretical concepts to the detailed tactical steps for every marketing and sales application. Filled with useful tips and success stories gleaned from the global wine business it's essential to a rounded college marketing curriculum and necessary and accessible for winery owners and staff who lack formal marketing training. Serious wine enthusiasts or anyone who has ever dreamed of owning a winery will encounter information never before published; and for dispirited wine marketers everywhere who feel like they're herding alligators this is a book that should give them plenty of ideas about how to navigate the wine-market swamp and drive them to your brand.

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