© 2008

Wine Brands

Success Strategies for New Markets, New Consumers and New Trends

  • Authors

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Introduction

    1. Evelyne Resnick
      Pages 1-4
  3. New and traditional consumers

    1. Front Matter
      Pages 5-5
    2. Evelyne Resnick
      Pages 7-35
    3. Evelyne Resnick
      Pages 36-50
    4. Evelyne Resnick
      Pages 51-68
  4. Reaching the new consumer

    1. Front Matter
      Pages 69-69
    2. Evelyne Resnick
      Pages 71-94
    3. Evelyne Resnick
      Pages 156-175
  5. Back Matter
    Pages 176-184

About this book


This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.


brand branding marketing Trends Web Web 2.0 web marketing

About the authors

Evelyne Resnick has a Ph.D. from the Sorbonne in Paris and taught at UCLA (University of California, Los Angeles). She has authored several books and teaches MBA programs, specializing in Wine and Food, for international business schools. She lectures in international conferences on Web Marketing and wine brands.

She co-founded RESMO, an international consulting firm on Web marketing and Web strategy for fine wines and food in Paris, France. They count among their clients several prestigious "chateaux" in Bordeaux, various houses of Champagne and Burgundy as well as some international wineries.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


"'Wine Brands is an intriguing look at how the Internet has irrevocably changed the way wine is found, purchased and enjoyed. The future of wine will depend heavily upon the mastery of its international online marketing and presence." Maria Sipka, CEO and Executive Co-Founder of Linqia

'In ways few have yet to grasp, Evelyne Resnick understands how to break through in a noisy world of ephemeral consumer attention spans and countless competing alternatives. This book is full of thought-provoking ideas and strategies for tapping the real power of the Internet and our new on-line society." Dave Nelsen, Founder and CEO of and Co-host of the CellarDwellers Winemaking podcast

"As a professional wine writer I appreciate very well the importance of careful research. Evelyne Resnick consistently demonstrates an in-depth understanding of Internet wine market trends in traditional as well as emerging markets, which is rare in my experience." Allen Meadows, author of

'Evelyne Resnick combines her broad-based experience living fully immersed in both French and American society to develop a unique perspective when viewing our wine culture. This is a book that will provide food for thought for anyone looking to develop a brand.' Jeff Morgan, winemaker (SoloRosa, Covenant) and author of Rosé, A Guide to the World's Most Versatile Wine

"Wine not only affords us wonderful vintages, but also wonderful encounters. Evelyne has now invited us to share her passionate involvement in the world of wine, a place she has known for years and in which she has developed many rich personal ties."

Caroline Lestimé, Domaine Jean-Noël Gagnard, Chassagne-Montrachet

'In a time where marketing books are dime a dozen, Evelyne comes up with a serious resource for the wine industry professional that is complete with relevant research, a comprehensive set of updated tools, and sound advice that all boils down to a must read for all those of us in the business.' Alejandro Audisio, Proprietor, Terroir Fine Wines and Spirits Merchants, Buenos Aires

"Whether you consider her a marketing expert with a passion for wine, or a wine expert with a vast knowledge of marketing, Evelyne Resnick is always worth listening to." Mark Tungate, journalist and author, Adland: A History of Advertising

'I found marketing expert Evelyne Resnick's new book totally absorbing... packed with interesting information and new ways of thinking not just about wine marketing, but about how wine information is communicated and how it fits in today's culture and society. Wine Brands really is a valuable new resource.' - Tom Cannavan's