The French wine business evolved a lot over the last 20 years. Younger wine producers, younger consumers, new technologies in communication and marketing opened up new ways of communicating to the consumers and marketing the wines. Digitastings, alliances between winemakers and influencers, sophisticated use of social media, even NFTs are the top subjects talked about at the moment. But wine producers wisely keep thinking about issues such as sustainability and climate change, adapting their packaging and communication to address those topics.
Evelyne Resnick is a wine researcher and author. She has over 25 years of experience in the wine business as the co-founder and managing partner of an international digital agency specializing in fine wines and spirits. She authored several books in French and English on international wine marketing. She shares her time between America and France. She holds a Ph.D from the Sorbonne (Paris, France).
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:
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
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.
When developing a marketing strategy for a wine, the objective is to maximize profit while providing the consumer with the highest value. In some cases, market segmentation will provide the optimal strategy. Wineries have recently segmented their markets by gender with brands such as Cupcake, Middle Sister Wines, Mommy’s Time Out, and others are targeted to females, which represent 31.5% of the 72.6MM wine consumers in the U.S.
Using a stratified random sample of wine consumers, the researchers administered 193 surveys with the objective of examining whether or not there are differences between males and females in their evaluations of logo attractiveness. This research used the positioning research methodology to determine the features of a logo that are important to the consumer when making a purchase decision. The results of their research have marketing implication concerning market segmentation, logo design and gender differences.
Dr. Wolf earned her B.A., M.A. and Ph.D. at Johns Hopkins University in Economics. Dr. Wolf is the Interim Department Head of the Wine and Viticulture Department at California Polytechnic State University. Dr. Wolf’s research interests examine the factors that motivate consumers to buy a particular brand of wine or food.
She has coauthored two books on the topic of simulated test marketing and marketing new products successfully. In addition, she has authored twelve chapters in four books examining the factors that impact the demand for food products. Her numerous published research projects examine food and wine consumers in the United States, Australia, Italy, Spain, Ireland, Colombia, Finland and Japan.
Her most recent contributions to the literature concern consumer attitudes toward wine labels, wine region, fair trade, wine closures, the use of social media in wine marketing and the use of technology in wine purchasing.
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The most successful retailers create a strategy that is so different and compelling that it renders competitors irrelevant and they are written up in major business magazines for how well they implement that strategy in such a way that core customers are bonded and the competitors find it hard to copy.
Innovative offerings from a variety of industries have attempted to create niches that were protected from competition. Brands such Walmart, Total Wine, IKEA, Binny’s Beverage Depot, Enterprise Rent-A-Car, Best Buy Geek Squad and dozens of others have been able to maintain a distinctive offering that attracts an extremely loyal customer base.
How? Are there any common characteristics that these brands share? Although each is different with respect to strategy and context, it is possible to observe some factors that are associated with successful new retail strategies. Not all are always present but there are cases in which the absence of even one can be fatal.
This session will be presented by Zach Milne-Haverty of Beverage Trade Network (BTN), one of the world‘s leading networks for beverage, wine, spirits and beer importers, distributors, producers and related companies.
The New Wine Fundamentals program presented by Master of Wine Tim Hanni. This new approach stresses deepening our understanding of the factors that influence consumer wine preferences, attitudes and behaviors.
His new book, "Why You Like the Wines You Like, changing the way the world thinks about wine" is a revolutionary, myth-busting approach to wine and food enjoyment based on the latest palatal and consumer research, published by author Tim Hanni, Master of Wine. This book introduces the physiological and psychological factors that shape personal wine preferences. It offers empowerment to wine drinkers at all levels. Hanni’s wine and food principles were adopted last year and taught as part of the Advanced Diploma curriculum for the Wine & Spirits Educational Trust. "Wine and food pairing is has become an imaginary and metaphorical exercise with little basis in reality," Hanni says. "I am on a mission to have everyone pair wines with the diner, not the dinner."
The webinar will cover:
Master of Wine, Certified Wine Educator
Author: Why You Like the Wines You Like: Changing the way the world thinks about wine.
Wine Industry Faculty Sonoma State University
www.timhanni.com for more background and information
Tim Hanni is an internationally renowned 'flavor maven.' A professionally-trained chef and author, he is one of the first two resident Americans to successfully complete the examination and earn the title Master of Wine.
He is a Certified Wine Educator accredited by the Society of Wine Educators. He has been involved with wine- and food-related businesses, education and research for over thirty-five years.
Hanni has a unique perspective on food and wine, providing a modern and innovative approach to the subject. Hanni is recognized for introducing the concept of the "umami" taste phenomenon to the wine and food community.
He has lectured in over 27 countries around the world on the topics of flavor balancing, sensory sciences, wine and culinary history.
His principles for promoting pairing wine with the diner, not the dinner, are now adopted and taught by the Wine and Spirits Education Trust worldwide.