{"id":47053,"date":"2024-01-30T20:10:29","date_gmt":"2024-01-30T20:10:29","guid":{"rendered":"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/"},"modified":"2025-04-02T01:52:18","modified_gmt":"2025-04-02T01:52:18","slug":"luxury-wine-marketing","status":"publish","type":"product","link":"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/","title":{"rendered":"Luxury Wine Marketing"},"content":{"rendered":"

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. This book also contains original research conducted by the authors on the size of the luxury wine market and analysis of its segmentation by region, allowing for new and unique insight into the world’s top wine regions. Written as both a practitioner’s guide and as a wine business textbook, Luxury Wine Marketing <\/em><\/strong>is a cornerstone reference resource for the business of wine.<\/p>\n","protected":false},"excerpt":{"rendered":"

A textbook and practitioner’s guide, written by a leading Professor of Wine Business and a seasoned luxury wine marketing practitioner. It describes the history and best practices of marketing luxury wine, and includes case studies of wineries from around the world, as well as new, primary research into the market size of luxury wine.
Foreword by Clive Coates, MW ix
\nAcknowledgements xi
\nIntroduction 1
\n1. Luxury wine defined 3
\nThe luxury wine experience 4
\nLuxury wine: luxuriously defined 5
\nWhat luxury wine is not 7
\nThe vision behind luxury wine 8
\nVignette: the epitome of luxury wine – Dom Perignon 9
\n2. The history of luxury wine and key
\nplayers to day\t12
\nThe origin of the term “luxury” 13
\nA brief history of luxury wine 13
\nLuxury and the impact of economic growth 16
\nKey players in luxury wine 17
\nVignette: Screaming Eagle transitions from cult to luxury wine 23
\n3. Luxury wine market size and pro fita bility\t26
\nThe luxury wine business model 27
\nLuxury wine: global market size 27
\nLuxury wine profitability in context 29
\nLuxury wine market by region 30
\nProfitability of luxury wine 37
\nBenefits and challenges of the luxury wine business 43
\nVignette: delivering a vision, the global success of Opus One 46
\n4. Luxury wine consumers\t49
\nWho is the luxury consumer? Motivations and perceptions 50
\nLuxury consumer segmentation 52
\nGlobal differences in luxury consumers 54
\nAnalyzing the luxury wine buyer 55
\nCreation of a luxury wine consumer segmentation 57
\nVignette: Château Lafite Rothschild taps into consumer
\ndesires 61
\n5. How luxury wine strategy works\t65
\nStanding out from the crowd 66
\nA pyramid approach to strategy 67
\nVision provides the “North Star” 68
\nStrategy – the where and how to compete 69
\nThe 5P+S of luxury wine marketing 69
\nTactics and initiatives – implementation 70
\nLuxury wine business models 72
\nMeasurement is the key to success 73
\nManaging luxury wine and keeping the brand fresh 76
\nVignette: Guigal – building a luxury wine empire with
\na long-term view 76
\n6. Cra fting the luxury wine pro duct\t79
\nEight critical elements of the luxury wine product 80
\nSacred location for high quality 81
\nMaster vigneron and team 82
\nBalance of nature and technology 83
\nQuality craftsmanship to highlight the vintage 85
\nAging with grace 86
\nArt of the blend 87
\nAuthentic luxury service 88
\nEntry level for dreamers 89
\nVignette: crafting the “product” of Domaine de la
\nRomanée-Conti 90
\n7. Setting luxury wine pricing\t94
\nThe importance of pricing luxury wine 95
\nThe luxury wine price continuum 96
\nDetermining pricing structure 100
\nPrice evolution: the implications of changing pricing on
\nluxury wines 108
\nBordeaux en primeur: a market-based pricing system 113
\nSecond labels: a method for luxury wine price reductions 114
\nVignette: Harlan Estate – creating global scarcity to preserve
\npricing power 115
\n8. Telling the luxury wine story\t118
\nDefining the “luxury wine brand story” 119
\nResearch on the power of brand storytelling 120
\nKey components of the brand story – setting, characters,
\nplot, moral 120
\nA symbol arising from the story 126
\nCrafting a distinctive luxury wine story or adding a new
\nchapter 126
\nFocus on craftsmanship
\nand authenticity 128
\nImportance of the human element – building relationships
\nthrough storytelling 129
\nCommunicating consistency, integrity, and humility 130
\nDelivering the story 130
\nVignette: master storytelling at Tenuta Tignanello, Italy 131
\n9. Luxury wine packaging\t134
\nThe importance of luxury packaging 135
\nLuxury bottles – from historic to futuristic “smart bottles” 136
\nThe luxury closure – to cork or not? 138
\nConsumer research on label design 139
\nLuxury boxes and containers – environmentally friendly 140
\nTracking and shipping considerations 141
\nDos and don’ts of luxury wine packaging 141
\nVignette: crystal clear Cristal 144
\n10. Managing scarcity and placement\t146
\nThe importance of managing scarcity and placement 147
\nOverview of DTC and trade placement 147
\nDirect to consumer sales channels 148
\nTrade sales channels 161
\nVignette: Vega Sicilia – the original allocated offering 166
\n11. Promoting luxury wine\t168
\nPromoting luxury softly 169
\nHow luxury promotion is different from commercial wine
\npromotion 170
\nLuxury wine promotion toolkit 172
\nLaunching a new luxury wine product 203
\nVignette: the Berlin tasting – establishing Chilean wine in
\nthe luxury marketplace 205
\n12. Luxury wine management\t208
\nIt is always about the people 209
\nSales and marketing convergence 212
\nBuilding long-term relationships with customers 213
\nContinuous improvement 214
\nMotivating luxury employees 216
\nSuccession planning 217
\nVignette: Artemis Domaines – driving beyond a first growth 218
\n13. Managing the secon dary market and
\ncounter feits\t221
\nSecondary market overview 223
\nThe auction market 224
\nMajor auction houses 226
\nAuction buyers 228
\nRetailers in the secondary market 229
\nManaging the secondary market 229
\nCounterfeits 233
\nPreventing counterfeits 234
\nVignette: Pétrus – the world’s most counterfeited wine 235
\n14. Keeping the luxury brand fresh 238
\nThe importance of long-term vision 239
\nTraditional ways of keeping the brand fresh 240
\nStaying relevant in a changing world 241
\nPenfolds: innovation and collaboration to keep the brand
\nfresh 242
\nManaging through an economic downturn 247
\nVignette: the continual evolution of Gaja 248
\nReferences 251
\nAbout the authors 269
\nIndex 271<\/p>\n","protected":false},"featured_media":47054,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":""},"product_brand":[],"product_cat":[21582],"product_tag":[],"class_list":{"0":"post-47053","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-reference","7":"author-by-author-liz-thach","8":"author-by-author-peter-yeung","9":"publisher-academie-du-vin-library-ltd","10":"series-the-classic-wine-library","12":"first","13":"instock","14":"shipping-taxable","15":"purchasable","16":"product-type-simple"},"acf":[],"yoast_head":"\nLuxury Wine Marketing - ACC Art Books US<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Luxury Wine Marketing - ACC Art Books US\" \/>\n<meta property=\"og:description\" content=\"A textbook and practitioner’s guide, written by a leading Professor of Wine Business and a seasoned luxury wine marketing practitioner. It describes the history and best practices of marketing luxury wine, and includes case studies of wineries from around the world, as well as new, primary research into the market size of luxury wine.Foreword by Clive Coates, MW ix Acknowledgements xi Introduction 1 1. Luxury wine defined 3 The luxury wine experience 4 Luxury wine: luxuriously defined 5 What luxury wine is not 7 The vision behind luxury wine 8 Vignette: the epitome of luxury wine – Dom Perignon 9 2. The history of luxury wine and key players to day 12 The origin of the term “luxury” 13 A brief history of luxury wine 13 Luxury and the impact of economic growth 16 Key players in luxury wine 17 Vignette: Screaming Eagle transitions from cult to luxury wine 23 3. Luxury wine market size and pro fita bility 26 The luxury wine business model 27 Luxury wine: global market size 27 Luxury wine profitability in context 29 Luxury wine market by region 30 Profitability of luxury wine 37 Benefits and challenges of the luxury wine business 43 Vignette: delivering a vision, the global success of Opus One 46 4. Luxury wine consumers 49 Who is the luxury consumer? Motivations and perceptions 50 Luxury consumer segmentation 52 Global differences in luxury consumers 54 Analyzing the luxury wine buyer 55 Creation of a luxury wine consumer segmentation 57 Vignette: Château Lafite Rothschild taps into consumer desires 61 5. How luxury wine strategy works 65 Standing out from the crowd 66 A pyramid approach to strategy 67 Vision provides the “North Star” 68 Strategy – the where and how to compete 69 The 5P+S of luxury wine marketing 69 Tactics and initiatives – implementation 70 Luxury wine business models 72 Measurement is the key to success 73 Managing luxury wine and keeping the brand fresh 76 Vignette: Guigal – building a luxury wine empire with a long-term view 76 6. Cra fting the luxury wine pro duct 79 Eight critical elements of the luxury wine product 80 Sacred location for high quality 81 Master vigneron and team 82 Balance of nature and technology 83 Quality craftsmanship to highlight the vintage 85 Aging with grace 86 Art of the blend 87 Authentic luxury service 88 Entry level for dreamers 89 Vignette: crafting the “product” of Domaine de la Romanée-Conti 90 7. Setting luxury wine pricing 94 The importance of pricing luxury wine 95 The luxury wine price continuum 96 Determining pricing structure 100 Price evolution: the implications of changing pricing on luxury wines 108 Bordeaux en primeur: a market-based pricing system 113 Second labels: a method for luxury wine price reductions 114 Vignette: Harlan Estate – creating global scarcity to preserve pricing power 115 8. Telling the luxury wine story 118 Defining the “luxury wine brand story” 119 Research on the power of brand storytelling 120 Key components of the brand story – setting, characters, plot, moral 120 A symbol arising from the story 126 Crafting a distinctive luxury wine story or adding a new chapter 126 Focus on craftsmanship and authenticity 128 Importance of the human element – building relationships through storytelling 129 Communicating consistency, integrity, and humility 130 Delivering the story 130 Vignette: master storytelling at Tenuta Tignanello, Italy 131 9. Luxury wine packaging 134 The importance of luxury packaging 135 Luxury bottles – from historic to futuristic “smart bottles” 136 The luxury closure – to cork or not? 138 Consumer research on label design 139 Luxury boxes and containers – environmentally friendly 140 Tracking and shipping considerations 141 Dos and don’ts of luxury wine packaging 141 Vignette: crystal clear Cristal 144 10. Managing scarcity and placement 146 The importance of managing scarcity and placement 147 Overview of DTC and trade placement 147 Direct to consumer sales channels 148 Trade sales channels 161 Vignette: Vega Sicilia – the original allocated offering 166 11. Promoting luxury wine 168 Promoting luxury softly 169 How luxury promotion is different from commercial wine promotion 170 Luxury wine promotion toolkit 172 Launching a new luxury wine product 203 Vignette: the Berlin tasting – establishing Chilean wine in the luxury marketplace 205 12. Luxury wine management 208 It is always about the people 209 Sales and marketing convergence 212 Building long-term relationships with customers 213 Continuous improvement 214 Motivating luxury employees 216 Succession planning 217 Vignette: Artemis Domaines – driving beyond a first growth 218 13. Managing the secon dary market and counter feits 221 Secondary market overview 223 The auction market 224 Major auction houses 226 Auction buyers 228 Retailers in the secondary market 229 Managing the secondary market 229 Counterfeits 233 Preventing counterfeits 234 Vignette: Pétrus – the world’s most counterfeited wine 235 14. Keeping the luxury brand fresh 238 The importance of long-term vision 239 Traditional ways of keeping the brand fresh 240 Staying relevant in a changing world 241 Penfolds: innovation and collaboration to keep the brand fresh 242 Managing through an economic downturn 247 Vignette: the continual evolution of Gaja 248 References 251 About the authors 269 Index 271\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"ACC Art Books US\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-02T01:52:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9781913141578-04-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"933\" \/>\n\t<meta property=\"og:image:height\" content=\"1400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/\",\"url\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/\",\"name\":\"Luxury Wine Marketing - ACC Art Books US\",\"isPartOf\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9781913141578-04-1.jpg\",\"datePublished\":\"2024-01-30T20:10:29+00:00\",\"dateModified\":\"2025-04-02T01:52:18+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/#primaryimage\",\"url\":\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9781913141578-04-1.jpg\",\"contentUrl\":\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9781913141578-04-1.jpg\",\"width\":933,\"height\":1400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.accartbooks.com\/us\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Books\",\"item\":\"https:\/\/www.accartbooks.com\/us\/books\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Luxury Wine Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/#website\",\"url\":\"https:\/\/www.accartbooks.com\/us\/\",\"name\":\"ACC Art Books US\",\"description\":\"One of the world\u2019s leading publishers and distributors of books on the arts and visual culture\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.accartbooks.com\/us\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Luxury Wine Marketing - ACC Art Books US","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.accartbooks.com\/us\/book\/luxury-wine-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Luxury Wine Marketing - ACC Art Books US","og_description":"A textbook and practitioner’s guide, written by a leading Professor of Wine Business and a seasoned luxury wine marketing practitioner. 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