MIRANDA PRESS An Imprint of  Cognizant Communication Corporation

Acknowledgments

Chapter 1. The Landscape of New World Wine
Denis Gastin and Mack Schwing

• Defining New World Wind
• The Drivers
• The Key Players
• The Old World Responds
• Opportunities and Challenges
• Conclusion

• 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

• Vineyard Selection
• Planting the Vineyard
• Preparing the Land
• Vineyard Management
• Important Issues in Viticultural Business
• Vineyard Management at Beckstoffer Vineyards

• 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

• 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

• 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

• 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

• 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

• Advantages and Challenges of Direct Wine Sales
• Channels for Direct Wine Sales
• Regulation of Direct Wine Sales
• The Concept of Wine Tourism
• Conclusion

• 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

• Product Costing: Introduction
• Defining Cost Centers
• Using Cost Centers
• Costing the Vineyard (Farming Costs)
• Costing the Winery
• Tax Issues in the US Wine Industry

• 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

• 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

• 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

• Defining Sustainability
• Wine-Growing Practices
• Overview of International Sustainable Wine-Growing Efforts
• Sustainable Wine-Growing Practices: The Next 5 Years

• 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

Bibliography

Index

1.1. Map of major New World wine countries
2.1. Mapping attractiveness of the wine industry
2.2. Wine strategy grid
3.1. Cyclical nature of wine industry
5.1. Global market shares of the major beverage categories
8.1. Distribution process in US open and control states
10.1. Stock price movements of public traded companies
11.1. Vineyard accounting worksheet
11.2. Facilities allocation summary
11.3. Facilities allocation
11.4. Example of bottling information worksheet
12.1. Supply chain management
12.2. Supply chain decision matrix
15.1. The three Es of sustainability

1.1. The major wine companies
1.2. Top global wine brands
1.3. Top wine-producing countries
2.1. Pros & Cons of wine industry diversification
2.2. Strategic alternatives for globalizing wine ventures
2.3. Sample SWOT analysis for Beringer Blass Wine Estates
3.1. Famous grape varietals in New World countries
4.1. Standard wine price categories
4.2. The crush process
4.3. The five ``Ss'' of wine appreciation
4.4. Sample bottling costs for standard 750 ml
5.1. World wine exports
6.1. Three major wine scoring systems
10.1. Vineyard cost categories
10.2. Winery cost categories
10.3. Winery stocks, ticker symbols, split-adjusted stock price growth rates
11.1. Example of basic cost allocation method
11.2. Example of cost allocation by block
11.3. Example of cost allocation with different block techniques
11.4. Example of cost allocation based on block farming costs
11.5. Example of per ton calculation
11.6. Bulk wine cost summary
11.7. Comparative depreciation lives
11.8. LIFO calculation example
12.1. Common winemaking supplies
13.1. High-level job categories in wine industry
15.1. Chapter topics in the Code of Sustainability