Ticket Name	Sale Ends	Price	Quantity
Member	13 Feb 2020	Free	Sale Ended

Event Details

Join Women of the Vine & Spirits for a Live Webinar:

A Book Review: Luxury Wine Marketing: The Art and Science of Luxury Wine Branding

Hosted by Dr. Liz Thach, MW and Peter Yeung

Thursday, February 13
1:00pm PST / 4:00pm EST

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.

Authored by Sonoma State University professor, Dr. Liz Thach, MW and Peter Yeung the book represents four years of intensive research and provides a framework for how to build a successful luxury wine marketing strategy. Filled with global examples drawn from iconic luxury wineries, it highlights how marketing and selling luxury wines differ from wines targeted at other industry segments. The book is recommended reading for wine industry professionals, students, researchers, luxury goods marketers, and wine enthusiasts.

There is a two part registration process.

Dr. Liz Thach, MW is the Distinguished Professor of Wine and a Professor of Management at Sonoma State University where she teaches in both the undergraduate and Wine MBA programs. Liz’s passion is wine, and she has visited most of the major wine regions of the world, and more than 50 countries. In addition, she is an award- winning author and journalist who has published over 150 articles and 8 wine books, including Call of the Vine, Wine – A Global Business and Wine Marketing and Sales. A fifth-generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain where she tends a small hobby vineyard and makes Pinot Noir wine. She also works as a wine judge in various competitions, and has served on many non- profit wine boards. Liz obtained the distinction of Master of Wine (MW) in May of 2011.

Peter Yeung (pronounced “young”) is a leading wine business consultant, developing strategic marketing plans and innovative marketing techniques for thewine industry. He was previously Vice President of Strategy and Business Development at Realm Cellars in Napa, California and Kosta Browne Winery in Sonoma, California, managing the allocation systems and business analytics functions. Peter’s love of wine has led him to complete the Wine & Spirit Education Trust Diploma as well as the Culinary Institute of America’s Certified Wine Professional programs. Prior to wine, Peter led Strategic Marketing, New Market Development, and Sales for a clean technology company and was a consultant with McKinsey & Company. Born in California, Peter finished his MSc at the London School of Economics and BA at the University of California, Berkeley in Economics.