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- Title
Luxury Wine Marketing: The Art and Science of Luxury Wine Branding.
- Authors
Visconti, Kevin
- Abstract
Luxury Wine Marketing: The Art and Science of Luxury Wine Branding by Peter Yeung and Liz Thach aims to provide guidance and best practices for professionals in the wine industry looking to develop and manage a luxury wine brand. The authors define luxury wine as being of the highest quality, coming from a special place, having an element of scarcity, an elevated price, and providing a sense of privilege and pleasure. The book covers various aspects of luxury wine marketing, including product crafting, pricing, storytelling, packaging, placement, promotion, and management. It also discusses the importance of long-term vision and adapting to new generations and the digital world. The authors draw on extensive research, including literature reviews, expert interviews, and consumer surveys, to provide a comprehensive perspective on marketing in the luxury wine industry.
- Subjects
WINE marketing; AFFLUENT consumers; BRAND image; ART industry; BUSINESS cycles; LUXURIES; WORD of mouth advertising
- Publication
Journal of Wine Economics, 2024, Vol 19, Issue 2, p193
- ISSN
1931-4361
- Publication type
Book Review
- DOI
10.1017/jwe.2024.15