Over the past few decades the world of artisan food and beverages has exploded. But for most producers, major challenges remain. With limited marketing budgets, your only hope is to be more cost-effective, more targeted, and smarter than your competition. Whether you are selling your hand-crafted products through a tasting room, distributor, local retailers, or Etsy, this book gives you focused and practical advice on how to increase your sales, promote your brand, and make sure your company is profitable.
Paul Wagner has been an instructor at Napa Valley College for the past twenty-five years and teaches at the Culinary Institute of America at Greystone. He is also a guest lecturer at many universities and has spoken at more than eighty conferences throughout the world on wine, tourism, public relations, and marketing. In 1991, Paul founded Balzac Communications & Marketing, where his clients have included everyone from Constellation Wines and Diageo to a host of artisan wine, food, and regional tourism clients.
Author Biography:
Paul Wagner studied sociology and education at U. C. Santa Cruz and classical guitar at the Royal Conservatory of Music in Seville, Spain. He has been an instructor for Napa Valley College's Viticulture and Enology department for the past twenty-five years and teaches in the graduate program at the Culinary Institute of America at Greystone. He is also a guest lecturer at many universities, including the Wintour MBA program in Europe, and has spoken at more than eighty conferences throughout the world His first book, co-authored with Liz Thach and Janeen Olsen, Wine Marketing & Sales, Strategies for a Saturated Market by The Wine Appreciation Guild, won the Gourmand International Award in 2008 for the best wine book of the year for professionals. The third edition of that work was published in 2019. His second book: Wine Sales and Distribution, with John Crotts and Byron Marlowe, by Rowman and Littlefield, won the Gourmand Award for 2019, and a third book, Artisan Public Relations, was published in 2020. With Rick Kushman of Capital Public Radio, he hosts Bottle Talk at http: //www.rickandpaulwine.com/ a weekly conversation about wine. In 2019 he recorded a series of lectures on wine for the Great Courses program at the Teaching Company: The Instant Sommelier. He is now at work on a series of lectures on wine for Audible: The Story of Wine in Ten Glasses. Paul Wagner has been a judge at more than 100 international wine competitions, is a founding member of the Academy of Wine Communications, a consultant for the International Wine and Food Society in London, a member of the nominations committee of the Culinary Institute of America's Vintner's Hall of Fame, and Senior Academic Advisor to the Global Wine Tourism Organization Eno Tourism Acadmey. He was inducted into the Spadarini della Castellania di Soave in 2005. In 2009 he was honored with a Life Dedicated to Wine award at the Feria Nacional del Vino (FENAVIN) in Spain, and in 2018 was given the American Wine Society's annual Award of Merit, joining such luminaries as Robert Mondavi and Gina Gallo, as well as named the winner of the McPherson Distinguished Teacher Award at Napa Valley College. Mr. Wagner founded Balzac Communications & Marketing on April 1, 1991. His clients there included the Union des Grands Crus de Bordeaux, Caymus Vineyards, Seagram Chateau and Estate Wines, Consorzio di Chianti Classico, Furmint USA, La Rioja Alta A.S., Constellation Wines, Sogevinus of Portugal, and a host of other wine, food, and regional tourism clients. He is now retired from active duty at the agency and enjoys the title of President Emeritus there.
