Basic wine marketing principles -- Research and demographics: wine consumers today -- Wine branding -- Wine advertising and promotion -- Graphic design in the wine industry -- Wine packaging and labels -- Wine public relations -- Wine budgets and pricing -- Three avenues to sales -- Sales and distribution management -- Selling wine to restaurants & retailers -- Direct to consumer sales & wine 3.0 -- Establishing a tasting room -- Wine tourism -- Strategies for exporting and importing wine -- Repositioning and turnarounds -- The big picture and evolving topics.