Wine

by THACH, LIZ; MATZ, TIM

• ISBN13: 9780971587021
• ISBN10: 0971587027
• Format: Paperback
• Copyright: 2004-07-01
• Publisher: Miranda Pr

Table of Contents

Foreword	vii
Henry Wendt, Quivira Estate Vineyards and Winery
Acknowledgments	ix
Chapter 1. The Landscape of New World Wine	1	(12)
Denis Gastin and Mack Schwing
Defining New World Wine
The Drivers
The Key Players
The Old World Responds
Opportunities and Challenges
Conclusion
Chapter 2. Strategic Planning for the Wine Business	13	(14)
Armand Gilinsky, Jr and Walt Klenz
Positioning for Success
Competitive Forces
Driving Forces: Is the Wine Industry Attractive?
The Pros and Cons of Diversification
Globalization Alternatives
How Does My Wine Business Stack Up?
Is Bigger Really Better?
Conclusion
Chapter 3. The Business of Viticulture	27	(18)
Rich Thomas, Mark Greenspan, David Beckstoffer, and Liz Thach
Vineyard Selection
Planting the Vineyard
Preparing the Land
Vineyard Management
Important Issues in Viticultural Business
Vineyard Management at Beckstoffer Vineyards
Chapter 4. The Business of Enology	45	(16)
Linda Bisson, Roy Thornton, and Peter Gago
Business Decisions in the Winemaking Process
The Use of Multiple Labels in Winemaking
The Role of the Winemaker at Penfolds
New Technologies in Winemaking
Current and Future Issues in Enology
Conclusion
Chapter 5. Global Marketing	61	(22)
Tony Spawton and Larry Lockshin
Key Trends in the Global Wine Sector
Success Strategies for Global Marketing
Definitions and Examples of Exporting
Tactics for Exporting
Branding for Export
Communication and Promotion
The Export Value Chain and Logistics
Conclusion
Chapter 6. Wine Media and Public Relations	83	(8)
Tor Kenward, Megghen Driscoll, and Tim Matz
Defining the Role of Wine Media
The Importance of Wine Media
Role of the Wine Journalist
Wine Scores and Rating Systems
Defining Wine Public Relations
Public Relations Role
Relationship Between the Wine Reporter and the Public Relations Professional
Communication Vehicles
The Future of Wine Media and Public Relations
Chapter 7.The Importance of Wine Brand	91	(10)
Linda Nowak, Jean Arnold, and Paul Wagner
The Importance of Branding
Conditions Favorable for Successful Branding
Know Thy Customer
Wine Brand Positioning
Being Consistent With Brand Image
Characteristics of a Good Brand Name
Building Brand Loyalty
The Challenges of Taking a Brand International
A Tale of Two Brands
Summary
Chapter 8. Wine Distribution	101	(12)
Bruce Herman and Armen Khachaturian
Wine Distribution on a Global Basis
Wine Distribution Outside the United States
Wine Distribution in the United States
The Role of the Wholesaler
The Role of the Broker
Finding a Distributor and Broker for Your Wine
Working Successfully With Distributors and Brokers
A Day in the Life of a Wine Distributor
Conclusion
Chapter 9. Direct Wine Sales	113	(8)
Janeen Olsen, Curtis Eaton, and Don Getz
Advantages and Challenges of Direct Wine Sales
Channels for Direct Wine Sales
Regulation of Direct Wine Sales
The Concept of Wine Tourism
Conclusion
Chapter 10. Financial Aspects of Wine	121	(16)
Robert Eyler and Tony Correia
Financial Foundations in Theory
Vineyard Economics and Finance
Real Estate Valuation Issues for Vineyards and Wineries
Examples of Cost Issues With Vineyard Development and Grape Sourcing
Vineyard Revenue and Interest Rates
Winery Economics and Finance
Equity Versus Debt Financing, Mergers and Acquisitions
Three Big Issues in the Future of Financing Wine-Related Projects
Conclusions
Chapter 11. Wine Accounting and Tax	137	(16)
Jeff Sully, Terry Lease, and Jon P. Dal Poggetto
Product Costing: Introduction
Defining Cost Centers
Using Cost Centers
Costing the Vineyard (Farming Costs)
Costing the Winery
Tax Issues in the US Wine Industry
Chapter 12. Wine Supply Chain Management	153	(16)
Tom Atkin and John Affonso
What Is a Supply Chain?
Determining Your Core Competencies
Commodity Strategy
Major Supplies in the Wine Industry
Supplier Quality Management Issues
Trends in Supply Chain Management
Conclusion
Chapter 13. Managing Human Resources in the Wine Industry	169	(14)
Liz Thach and Lillian Bynum
Wine Labor Issues Through the Centuries
Historical Impact on Wine Labor Issues Today
Common Employee Positions in the Wine Industry
Defining Human Resource Management in the Wine Industry
Future HRM Issues
Chapter 14.The Legalities of Wine	183	(10)
Cyril Penn and Wendell Lee
The Historical Context of US Wine Legalities
Taxes and Compliance
Trademark and Label Issues
Farming and Land Use Issues in the US
A Global View on Wine Legalities
Trade Issues
Shipping Internationally
Chapter 15. Environmental and Social Responsibility Issues	193	(10)
Jeff DeLott, Kari Birdseye, and Karen Ross
Defining Sustainability
Wine-Growing Practices
Overview of International Sustainable Wine-Growing Efforts
Sustainable Wine-Growing Practices: The Next 5 Years
Chapter 16. Looking Towards the Future	203	(10)
Rich Cartiere, Paul Dolan, and Tim Matz
From Supplier to Consumer Driven
Trend 1:Thirst for Innovative Products Trend 2: Focus on Health
Trend 3: Environmental Concern
Trend 4: Value Experiences Rather Than Possessions
Trend 5: Desire for "Value Chic"
Trend 6:Trust in Word of Mouth
Trend 7: Democratization of Luxury (Mastige)
Trend 8: Online Purchasing
Future Forecasts for the Global Wine Industry
Editors	213	(2)
Contributors	215