Wine Marketing: A Practical Guide

Wine Marketing This page intentionally left blank Wine Marketing: A practical guide C. Michael Hall and Richard Mitchell AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD • PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First edition 2008 Copyright © 2008, C. Michael Hall and Richard Mitchell. Published by Elsevier Ltd. All rights reserved The right of C. Michael Hall and Richard Mitchell to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone (44) (0) 1865 843830; fax (44) (0) 1865 853333; e-mail: [email protected] Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress ISBN: 978-0-7506-5420-3 For information on all Butterworth-Heinemann publications visit our web site at books.elsevier.com Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India www.charontec.com Printed and bound in Hungary 07 08 09 10 10 9 8 7 6 5 4 3 2 1 Contents List of Boxes vii List of Figures ix List of Tables xi List of Plates xiii Acknowledgements xv 1 Introduction: A practical approach to wine marketing 1 2 The international business environment of wine 35 3 The marketing dimensions of production processes: adding value to the vine 83 4 Cellar door: direct sales, brand building and relationships 112 5 The role of intermediaries 143 6 Retailing 160 7 Licensed premis