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New book dives into how wines become a luxury wine brand

November 18, 2019

"Luxury Wine Marketing: The Art and Science of Luxury Wine Branding," (Infinite Ideas, 2019, $69.95) is by Peter Yeung, a strategic marketing expert, and Liz Thach, Master of Wine and professor of wine & management at Sonoma State University. The authors give this definition of luxury wine in the book: "It's of the highest quality, coming from a special place on earth, has an element of scarcity, an elevated price, and produces a sense of privilege and pleasure to the owner."