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Omschrijving

This book is the collection of insights from the XChateau Wine Business Podcast episodes from 2020 and 2021.

As two Master of Wine students, having this level of detail and industry examples from all over the world is what Peter wishes he had and hopefully prepares Robert well for Papers 4 (the Business of Wine) and 5 (Contemporary Issues) of the MW Theory Exam. Given the general lack of content around the business of wine, this data and information would have been invaluable for studying for the WSET Diploma as well. Though it is extremely useful for students, including Wine MBA students, studying the business of wine, it will also be a great resource for anyone working in the wine industry and wanting to gain deeper insights into many of the fascinating corners of the industry.

Learn from industry luminaries like Laura Catena (Catena Zapata), William Kelley (The Wine Advocate), Eric Levine (Cellar Tracker), Heini Zachariassen (Vivino), Jane Anson (Decanter, janeanson.com), Damien Wilson (Sonoma State University), and many, many more!

Areas covered:

Macro Trends for the Wine Industry
- Covid 19
- Standing out from the crowd
- The evolution of the wine critic
The Wine Consumer
- Marketing wine to consumers - from luxury to millennials
- Auction houses
- Investing in wine
Wine Marketing Evolution & Revolution
- Social media & influencers
- Wine Public Relations
- Marketing a region
- Marketing a wine or varietal
The future of wine retail
Wine technology
Business impacts of wine production trends
Engaging with Wine
- Diversity in wine
- Wine education
- Wine preservation
- One-offs