This is a practical guide to the specific issues that affect the marketing of wine at an international level. The author covers theory and the results of research but the focus is on the nuts and bolts of marketing based on case studies.

Whilst "Wine Marketing: A Practical Guide" also looks at theory and existing research, the main focus of this book is on the practicalities of wine marketing. Each chapter includes the folliowing invaluable features: 'How to' and 'how not to' case studies based on international examples; a guide to further reading and websites; and, 'Issues to consider when marketing' section as a means of self-evaluation. "Wine Marketing" systematically outlines the major issues involved in the production and marketing of wine. Its accessible and clear-sighted approach makes it an invaluable guide for everyone in the field. It contains a systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry. It provides international case studies and examples to demonstrate real-life practice. It includes a variety of features to facilitate learning and allow self-evaluation.

• From vine to table
• Wine and the wine industry
• The business environment
• The vine
• The winery
• The wine region
• Getting the wine to the table
• wholesale distribution channels
• Selling wine for the table
• the retail sector
• The table
• post
• retail
• To market to market