Luxury Wine Marketing

Wine has been considered a luxury product since the time of the ancient Egyptians, and today is coveted by collectors and wine enthusiasts from around the world. Yet little has been written about the world of luxury wine marketing, explaining how a wine brand can enter that special realm. This book helps to demystify the process by describing how to craft, implement, and maintain a luxury wine brand. Beginning with a definition and history of luxury wine, the authors then explain the unique business model and consumer segments for luxury wine, before outlining industry best practice in the building of luxury wine brands. Each chapter is supplemented with a vignette of a successful luxury brand producer, and provides beneficial advice on the long-term vision and passion that is necessary to create a successful luxury wine marketing strategy. This book also contains original research conducted by the authors on the size of the luxury wine market and analysis of its segmentation by region, allowing for new and unique insight into the world’s top wine regions. Written as both a practitioner’s guide and as a wine business textbook, Luxury Wine Marketing is a cornerstone reference resource for the business of wine.

Winner of OIV Awards Special Mention, Vitivinicultural Economy Category 2020

“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, Founding Director, Meiburg Wine Media, Hong Kong
“A meticulously crafted analysis of luxury wine marketing. This book needs to be on every wine executive’s desk.” - Glyn Atwal, Associate Professor, Burgundy School of Business, France and co-author of Luxury Brands in China and India.
“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, Professor of Wine Marketing, University of South Australia
“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, Winemaker, La Sirena/Barrett & Barrett, Napa Valley, California
“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, Chairman, Vinfolio, USA
“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, Kistler Vineyards, Sonoma County, California

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. An award winning author, she has published over 150 articles and 8 wine books. Thach holds a PhD from Texas A&M and became a Master of Wine in 2011. She also works as a wine judge in various competitions, and has served on many non-profit wine boards. Peter Yeung is a leading wine-business consultant. He was previously VP 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 UC, Berkeley.

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