Wine Marketing & Sales - Hardcover

by Paul Wagner (Joint Author), Liz Thach (Joint Author), Susan Dematei (Joint Author)

Wine Marketing and Sales, Fourth Edition, is a modern, practical guide to how wine is marketed, sold, and experienced in today's consumer-driven marketplace.

Written for students, educators, and industry professionals, this fully updated edition bridges classic marketing principles with the realities of the contemporary wine business. It explores how branding, consumer behavior, pricing, distribution, hospitality, and digital strategy intersect-both on-site and online-to influence purchasing decisions and long-term brand value.

This edition reflects the profound shifts reshaping the wine industry, including the rise of direct-to-consumer (DTC) sales, changing generational attitudes, evolving tasting room expectations, and the growing importance of digital marketing, data, and customer relationship management. Rather than treating marketing as an abstract concept, the book emphasizes applied strategy, real-world examples, and decision-making frameworks relevant to wineries of all sizes.

Designed specifically for wine and beverage programs, hospitality and business courses, and professional training, Wine Marketing and Sales balances theory with execution. Chapters cover foundational marketing concepts and modern topics, including brand positioning, consumer identity, experiential marketing, email and database strategy, advertising, and the role of technology in sales performance.

Clear, structured, and industry-grounded, this textbook equips readers to think strategically about wine marketing, not just as promotion, but as an integrated system that drives sales, loyalty, and long-term success.

Ideal for:

• Wine business and marketing courses
• Hospitality and beverage management programs
• Winery professionals seeking a structured marketing framework
• Anyone interested in how wine reaches today's consumer

Wine Marketing and Sales, Fourth Edition offers a current, relevant, and accessible foundation for understanding how wine brands are built-and how they succeed-in an evolving marketplace.