Displaying items by tag: luxury

Summary: 

This compelling seminar presented by Peter Yeung and Dr. Liz Thach, MW, authors of the recently-published and highly-acclaimed book, Luxury Wine Marketing: The Art and Science of Luxury Wine Branding

What you will learn:

• The size and scope of the global luxury wine market
• The key attributes and characteristics of luxury consumers, including what they prefer in terms of wine style, branding, and marketing tactics
• Examples of successful luxury wine brands (with wines priced and selling long-term for $100+ per bottle)
• The 5P+S Framework to implement a luxury wine strategy

WSG members enjoy a 30% discount on the book Luxury Wine Marketing: The Art and Science of Luxury Wine Branding! Get your coupon code HERE

Presenters: Peter Yeung and Dr. Liz Thach, MW

Peter Yeung (pronounced “young”) is a leading wine business consultant, developing strategic business plans and innovative marketing plans for the wine industry. He is the author of the book Luxury Wine Marketing and the host of the XChateau podcast. He was previously Vice President of Strategy & Business Development at Realm Cellars in Napa and Kosta Browne Winery in Sonoma, managing the allocation systems and business analytics functions. Peter holds the WSET Diploma as well as the CIA’s Certified Wine Professional designations. Prior to wine, Peter led Strategic Marketing, Market Development, and Sales for a clean technology company and was a management consultant with McKinsey & Company. Peter also holds a MSc from the London School of Economics and a BA from the University of California, Berkeley in Economics.

Dr. Liz Thach, MW (pronounced “tosh”) is a Wine, Food & Travel Journalist as well as a Wine Educator and Researcher. Her current position is Distinguished Professor of Wine and 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 who has published over 150 articles and 8 wine books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & 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.

Summary: 

In Champagne, the term prestige cuvée refers to a special selection from a producer that represents a very high quality, in most instances, their finest cuvée.

Some are vintage dated, while some are not, but a signature of each producer that makes a prestige cuvée is the luxury aspect of marketing these products.

Packaged in eye-catching, sometimes stunning bottles, several of these wines, such as Dom Perignon, Roederer Cristal and Perrier-Jouët “Belle Epoque” have become not only some of the most celebrated of all Champagnes, but also products that call to mind the good life that is the promise of Champagne in general.

We will look at the history of prestige cuvées, examine several of the most famous, and also discuss and compare other great, limited-production Champagnes that are not considered prestige cuvées.

Presenter: Tom Hyland

Tom Hyland is a Chicago-based wine writer/educator and photographer, specializing in Italian wines.

He has authored two books on Italian wines, and has conducted seminars for the trade on various Italian wines in Chicago, New York and in Bordeaux at VinExpo.

Tom is also the author of the book "The Essence of Champagne: In the Glass and at the Table"

He has been writing about these wines for 19 years, and today is a contributor to Decanter and wine-searcher.com. He is also the U.S. ambassador for the consorzio, I Vini del Piemonte.

Learn more about French wines:

• French Wine Scholar study and certification program
• Champagne Masterl-Level program
• Champagne study trips
• WSG Wine Blog