The Business of Wine


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Table of Contents

PrefaceChapter 1Market OverviewChapter 2Vineyards of The WorldChapter 3Consumer BehaviorChapter 4Product CategoriesChapter 5ProductionChapter 6History and Development Of The Distribution SystemChapter 7The Marketing of WineChapter 8Companies and How They CompeteChapter 9Legislation and Political IssuesChapter 10The Future Outlook


The global interactive perspective of this book creates continuing opportunities to visualize the industry actions and reactions, and helps me in the process of advising our clients.Philippe Croce-Spinelli, Vignobles Croce-Spinelli, Consultant to the French wine industry, Les Arcs, Provence, France A brilliant book that has provided real inspiration and it has guided us in the process of defining our strategy and positioning our company.Francisco Robles, Production Manager, Clos de la Tierra Sana, Mendoza, Argentina I believe this book is invaluable and the authors' analysis of global patterns extremely informative and quite useful. As a winemaker, I found that reading this book helped me to understand exactly how the global issues of the industry will affect all wineries including the largest and smallest wineries. I very much enjoyed the detailed historical narratives and learning more about the industry from a global perspective.Gary Zucca, Ph.D., Zucca Mountain Vineyards, Stocton, California, USA This is important research, a thoughtful review and analysis of significant consumer, economic and cultural trends impacting the world's wine markets. The insights provided by Jenster, Smith, Mitry, and Jenster warrant careful consideration by all observers of this dynamic, increasingly globalized industry.Dr. Bob Skalnik, President, Integrated Marketing Resources, Irvine, California, USA A timely and well-researched book, that many professionals and people interested in wine, would very much enjoy reading.Ole Esmark, Chairman, Copenhagen Wine Club, Denmark Finally what professionals in the wine industry were waiting for, in one book. Valuable extensive information structured with diligence that will be for newcomers as well as for established professionals, a pleasure to read.Pierre Monie, Managing Director, Enoterra Vineyards, P. R. China

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