Drawing on over 200 interviews and visits with winery owners, executives and managers from over 100 companies in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors and retailers.

Daniel J. Flint is Senior Professor of Marketing at The University of Tennessee, USA. He is an expert in consumer goods brand and shopper marketing management, professional selling, market research and supply chain management. He is well published in top-tier journals such as The Journal of Marketing and the Journal of Business Logistics and regularly presents at global conferences. He is a member of the Academy of Marketing Science, the American Marketing Association and the Council of Supply Chain Management Professionals. Paola Signori is Associate Professor of Marketing in the Department of Business Administration, University of Verona, Italy. She is passionate researcher and teacher of new frontiers in communication, social media analytics, supply chain and relationship marketing. She has published three books and over 60 scientific articles and owns a small Valpolicella DOC vineyard. Susan L. Golicic is Professor of Supply Chain Management at Colorado State University, USA. Her research focuses on sustainability, innovation, relationships and strategy in the supply chain and has been published in various top journals across supply chain, marketing and management. She has been conducting research in the global wine industry for over seven years and is a Certified Sommelier/Cellar Master.