Successful Wine Marketing

  • Kirby Moulton
  • James Lapsley

Table of contents

  1. Front Matter
    Pages i-xix
  2. Introduction: Consumer Behavior and Marketing Strategies

    1. Kirby Moulton, Anthony L. Spawton, Michel Bourqui
      Pages 1-9
  3. Setting Sights on the Market

    1. Front Matter
      Pages 11-11
    2. Christian M. Miller
      Pages 13-27
    3. Michael R. Hagerty
      Pages 29-36
    4. Kirby Moulton
      Pages 37-44
  4. Considering the Marketplace

    1. Front Matter
      Pages 45-45
    2. Tom Eddy
      Pages 57-68
    3. J. Daniel Davis
      Pages 69-75
    4. Fred Myers
      Pages 77-82
    5. Peter Granoff
      Pages 83-91
  5. Developing Strategies

    1. Front Matter
      Pages 93-93
    2. Bruce H. Rector
      Pages 95-98
    3. Thomas H. Shelton
      Pages 99-105
    4. Agustin Francisco Huneeus
      Pages 107-114
    5. James Cahill
      Pages 115-125
    6. J. Patrick Dore
      Pages 127-135
    7. Leslie Litwak
      Pages 137-151
    8. Alex G. Franco
      Pages 153-163
    9. Ralph Colonna
      Pages 165-171
  6. Profiting through Positioning

    1. Front Matter
      Pages 181-181
    2. Richard A. Gooner
      Pages 183-190
    3. Stephanie Grubbs
      Pages 191-205
    4. Kirby Moulton, James Lapsley
      Pages 207-217
    5. John Skupny
      Pages 219-226
  7. Using Distribution

    1. Front Matter
      Pages 227-227
    2. James M. Seff
      Pages 229-243
    3. Richard A. Gooner
      Pages 245-256
    4. Ed Everett
      Pages 257-262
    5. Michael B. Newman
      Pages 263-270
    6. Robert D. Reynolds
      Pages 271-277
    7. Michael C. Houlihan
      Pages 291-295
  8. Back Matter
    Pages 297-307

About this book


This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market­ ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar­ keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.


wine, viticulture Advertising brand Category Management design Distribution environment Internet marketing pricing

Editors and affiliations

  • Kirby Moulton
    • 1
  • James Lapsley
    • 2
  1. 1.Department of Agricultural and Resource EconomicsUniversity of California, BerkeleyBerkeleyUSA
  2. 2.Department of Science, Agriculture and Natural ResourcesUniversity Extension University of California, DavisDavisUSA

Bibliographic information

Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods