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Luxury Wine Marketing
Host Peter Yeung's book on marketing luxuy wines with co-author Liz Thach, MW.
The reference for how to market and sell luxury wines (i.e. - non-commercial, mass market wines). Includes proprietary research on the size of the market, a unique framework for categorizing luxury wine consumers, and the novel 5P+S framework for marketing luxury wines.
Winner of Gourmand's Hall of Fame award and OIV's Mention Speciale de L'OIV awards.
XChateau Wine Business Chronicles: Vintages 2020-2021
This book is the collection of insights from the XChateau Wine Business Podcast episodes from 2020 and 2021. The book serves as a companion to the podcast, providing "cliff notes" of the key insights from each episode organized into categories.
Areas covered include: the evolution of the wine critic, the wine consumer, marketing wine to consumers – from luxury to millennials, auction houses, investing in wine, social media & influencers, wine public relations, marketing a region, marketing a wine or varietal, the future of wine retail, wine technology, diversity in wine, wine education, &
wine preservation
XChateau Wine Business Chronicles: Vintages 2022-2023
This book is the collection of insights from the XChateau Wine Business Podcast episodes from 2022 and 2023. It compiles the detailed show notes (more complete versions than available online) and organizes them into themes, including Global Wine Markets, The Future of Wine Retail, Marketing Techniques, Experiences, Sustainability, and the Evolution of Farming.
Distinguished guests like Curtis Mann MW (Albertsons), Jason Haas (Tablas Creek), Jason Wise (Somm TV), Madeline Puckett (Wine Folly), James Miles (Liv-Ex), Aly Wente (Wente Family Vineyards), and even celebrities like Drew Bledsoe (former NFL player; Doubleback Winery), Kyle MacLaughlin (actor; Pursued by Bear Wines), and Albert Hammond Jr (The Strokes; Jetway).
This companion to the podcast helps to reinforce the lessons learned through the interviews. It is a great study resource for anyone in the business of wine, including Master of Wine and WSET Diploma students.