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New Book Reveals Surprising Data on Size of Luxury Wine Market

Written by: Sonoma State University professor, Dr. Liz Thach, MW and Peter Yeung
by Press Release
September 24, 2019

Ronhert Park, Calif.—The Wine Business Institute in the School of Business and Economics at Sonoma State University is pleased to announce the release of a new book, Luxury Wine Marketing: The Art and Science of Luxury Wine Branding.

While it is well accepted that the wine market is segmented, this book presents important new information about aspects of the luxury wine segment, including evidence that the segment is larger than previously accepted. As well, the book reports that the traits and motivators of the luxury wine segment consumers are quite different than expected.

Authored by Sonoma State University professor, Dr. Liz Thach, MW and Peter Yeung the book represents four years of intensive research and provides a framework for how to build a successful luxury wine marketing strategy. Filled with global examples drawn from iconic luxury wineries, it highlights how marketing and selling luxury wines differ from wines targeted at other industry segments. The book is recommended reading for wine industry professionals, students, researchers, luxury goods marketers, and wine enthusiasts.

“It has been a wonderful experience to research and write the book,” said Thach. “Mainly due to support from Sonoma State University’s Wine Business Institute, winery executives, SSU student interns, MW colleagues and, of course, Peter.”

"Among the essential reasons that the School of Business and Economics is regarded as the foremost thought leader in the theory and practice of the wine business is the stellar faculty we have assembled in our Wine Business program. Dr. Thach's work on luxury wine marketing sheds important new light on a crucial aspect of the industry," Interim Dean Daniel Petree of SSU’s School of Business & Economics said.

Thach has taught at SSU since August of 2000, and has authored more than 150 wine articles. She has a Ph.D. in Management and is the first woman in California to receive the honor of becoming a Master of Wine. She was promoted to Distinguished Professor of Wine in 2015. Yeung is a leading wine business consultant with a top-tier management consulting background and holds the WSET Diploma and CIA’s Certified Wine Professional designations.

For more information about our faculty and our wine business degree and certificate programs, please contact us at (707) 664-3347, winebiz@sonoma.edu or visit http://sbe.sonoma.edu/winebiz.


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