Navigating the Landscape of Luxury Wine

A Framework To a Luxury Wine Strategy
With Liz Thach MW, Peter Yeung
Tuesday Dec 15 2020


This compelling seminar presented by Peter Yeung and Dr. Liz Thach, MW, authors of the recently-published and highly-acclaimed book, Luxury Wine Marketing: The Art and Science of Luxury Wine Branding

What you will learn:

  • The size and scope of the global luxury wine market
  • The key attributes and characteristics of luxury consumers, including what they prefer in terms of wine style, branding, and marketing tactics
  • Examples of successful luxury wine brands (with wines priced and selling long-term for $100+ per bottle)
  • The 5P+S Framework to implement a luxury wine strategy

WSG members enjoy a 30% discount on the book Luxury Wine Marketing: The Art and Science of Luxury Wine Branding! Get your coupon code HERE

Presenters: Peter Yeung and Dr. Liz Thach, MW

Peter Yeung (pronounced “young”) is a leading wine business consultant, developing strategic business plans and innovative marketing plans for the wine industry. He is the author of the book Luxury Wine Marketing and the host of the XChateau podcast. He was previously Vice President of Strategy & Business Development at Realm Cellars in Napa and Kosta Browne Winery in Sonoma, managing the allocation systems and business analytics functions. Peter holds the WSET Diploma as well as the CIA’s Certified Wine Professional designations. Prior to wine, Peter led Strategic Marketing, Market Development, and Sales for a clean technology company and was a management consultant with McKinsey & Company. Peter also holds a MSc from the London School of Economics and a BA from the University of California, Berkeley in Economics.

Dr. Liz Thach, MW (pronounced “tosh”) is a Wine, Food & Travel Journalist as well as a Wine Educator and Researcher. Her current position is Distinguished Professor of Wine and Management at Sonoma State University where she teaches in both the undergraduate and Wine MBA programs. Liz’s passion is wine, and she has visited most of the major wine regions of the world and more than 50 countries. In addition, she is an award winning author who has published over 150 articles and 8 wine books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & Sales. A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain where she tends a small hobby vineyard and makes pinot noir wine. She also works as a wine judge in various competitions, and has served on many non-profit wine boards. Liz obtained the distinction of Master of Wine (MW) in May of 2011.


Navigating the Landscape of Luxury Wine with Peter Yeung and Dr. Liz Thach, MW