Business of Wine : A Global Perspective

THE BUSINESS OF WINE -- Table of Contents -- Preface -- Chapter 1 MARKET OVERVIEW -- Specific Types of Wine -- Changes -- Vineyard to Shelf -- Chapter 2 VINEYARDS OF THE WORLD -- Europe -- Vine-Growing Areas of the EU -- The Three Major EU Producers: Spain, Italy and France -- Elsewhere in Europe -- The Vineyards of Africa -- China's Planting Material -- The Americas -- Chapter 3 CONSUMER BEHAVIOR -- France: A Major Producer-Consumer of Wine -- Regular and Occasional Wine-Drinkers -- Class, Gender, Income Bracket, and Occupation -- Public Opinion -- Wine as a Beverage versus Wine for Pleasure -- The UK-One of the most highly Targeted Markets -- Taxation -- Chapter 4 PRODUCT CATEGORIES -- Still wine -- France -- Italy -- Market Shares -- Grape-Must -- Chapter 5 PRODUCTION -- Overview of the Process of Making Wine -- Fermentation -- Sediments -- The Equipment of the Modern Winery -- Chapter 6 HISTORY AND DEVELOPMENT OF THE DISTRIBUTION SYSTEM -- Evolution of Distribution -- Italy -- Germany -- Summary -- Chapter 7 THE MARKETING OF WINE -- The Essence of Wine Marketing -- Consumer Risk Reduction Strategies and How Marketers can Exploit the Perceptions -- Global Trends in Marketing -- Marketing Trends in Major Wine Markets -- The Upsurge of Discounters -- Packaging -- Branding and Supply Chain Management in France -- Branding in Western Europe and the United States -- Reassurance and Guarantees -- The Internationals -- Private Label Marketing based on the UK Model -- Direct Marketing -- E-Business -- Chapter 8 COMPANIES AND HOW THEY COMPETE -- The Development of Strategies: Active and Reactive -- Super-Premium and Premium Wines -- Understanding Size-Related Strategies -- Wine of Luxury Image -- Strategy Built on a Multi-Beverage Portfolio -- Traditional Family-Owned Wine Businesses -- Innovation in Wine Marketing & Branding.