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Luxury wine marketing


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About the Author

Peter Yeung is a leading wine-business consultant. He was previously Vice President of Strategy and Business Development at Kosta Browne Winery and Realm Cellars, both in California, where he developed and executed strategic marketing plans, and a senior consultant at McKinsey & Company. He holds an MSc from the London School of Economics and a BA in Economics from the University of California, Berkeley. Dr. Liz Thach MW is the Distinguished Professor of Wine and Management at Sonoma State University where she teaches on both the undergraduate and Wine MBA programs. She is an award winning author who has published over 150 articles and eight wine books. Thach holds a PhD. From Texas A&M. She also works as a wine judge in various competitions, and has served on many non-profit wine boards. She became a Master of Wine in 2011.


"A meticulously crafted analysis of luxury wine marketing. This book needs to be on every wine executive's desk." -- Glyn Atwal
"A thorough and enjoyable examination of the past, present and future of the global luxury wine business - a somewhat elusive, yet highly sought-after sector, particularly in Asia. With extensive focus on practical approaches and real-life case studies, it is a must-read for those focused on developing successful strategies to compete in the luxury wine space." -- Debra Meiburg MW
"The wine market has usually been divided into beverage/commercial wine and premium. Although luxury wine exists, there has never been a reference to analyse and understand the luxury wine market, from history to management to marketing, and even to manage imitations and counterfeits. Peter Yeung and Liz Thach have now provided an outstanding book that covers all the issues and guidelines in developing and managing a luxury wine brand. Highly recommended for wine industry professionals, wineries, and students of wine business." -- Dr Larry Lockshin
"An insightful look into marketing wine that goes beyond Marketing 101. Liz and Peter have brought their unique perspectives and knowledge to share with others in the wine business. For marketers and executives this is an indispensable reference." -- Heidi Barrett
"Yeung and Thach tackle an interesting and often misunderstood subject with diligence and care, offering a framework that is sure to stimulate understanding and progress." -- Jean-Michel Valette MW
"To be successful in any luxury business, it is important to understand the specialized type of marketing that is necessary to engage with luxury consumers. This book provides an excellent overview of how to accomplish this successfully in the world of global luxury wine." -- Tom Bonomi

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