Luxury Wine Marketing (English Edition): The Art and Science of Luxury Wine Branding by Liz Thach MW & Peter Yeung

Luxury wine marketing is a comprehensive book that explores the rise of the luxury wine market, once limited to regions like Bordeaux, Champagne, and Burgundy, but now rapidly developing in areas such as Napa, Tuscany, the Rhone, and even emerging regions like China and Chile. Liz Thach MW and Peter Yeung combine their expertise to offer a unique strategic framework using the 5P+S marketing model. They provide an in-depth analysis of the market size, the profile of luxury wine buyers, and branding strategy, while emphasizing the importance of building a qualified management team and keeping the brand fresh in a rapidly evolving sector.

Each chapter includes vignettes on prestigious wine brands, providing valuable insights for those looking to enhance their understanding of luxury wine marketing tactics. The focus is on practical approaches and real case studies, allowing readers to immediately apply these concepts to create competitive marketing strategies. This book also makes for a fascinating read for teachers and students in marketing and the wine industry.

The authors' expertise is undeniable. Peter Yeung, a wine business consultant, and Liz Thach MW, a distinguished professor of wine and management, bring a wealth of knowledge and experience, covering both the traditional market and new trends in the luxury wine sector.

Technical specifications:

• Format: Hardback
• ISBN: 9781913141578
• Publication date: 23-09-2019
• Weight: 0.57 kg
• Dimensions: 156 x 234 mm