Wine Current Affairs:
Online Discussion Topic What has taken your interest to date.
Southern Wine and Spirits
o What other issues are topical in wine business at the moment?
What is topical of particular interest?
Wine Marketing & Sales
Most exciting trend is that of millennials adopting wine with enthusiasm.
Compared to other packaged goods, there is no consumer brand loyalty in wine.
o Over 3000 wineries in California, and wine production in all 50 states.
Chapter 1: Basic Wine Marketing Principles
Historically wine industry has been dominated with the mentality of production rather than
Explosion of wineries and wine brands around the world, market has become overly saturated.
Small wine prod
Chapter 3: Wine Branding
Defining Position & Competitive Set
Positioning: refers to how a product is viewed relative to competing products in the same category. It is
how your target customers define you in relation to other winery competitors. IT is a
Chapter 2: Research & Demographics: Wine Consumer Today
What is market Research?
You need accurate market information if you hope to make good marketing decisions for your winery.
Marketing Research: is defined as the use of information to connect mark