Business of Winemaking

“Business of Winemaking offers a comprehensive, accessible introduction to the multifaceted world of wine production and commerce. Bridging viticulture, oenology, and entrepreneurship, this book explores how great wines are not only crafted in the vineyard and cellar—but also shaped by strategic decisions in marketing, branding, regulation, and consumer engagement.

From selecting vineyard sites and managing grapevine health to understanding sensory analysis, industry laws, and global market trends, the text guides readers through every stage of the wine business. It highlights key challenges faced by producers—such as climate variability, sustainability, and evolving consumer preferences—while offering insights into modern marketing strategies, including those tailored to millennials and emerging markets.

Blending academic rigor with real-world relevance, the book presents diverse case studies from traditional wine regions and newer players across continents. Practical tools like business planning templates, tasting frameworks, and organizational models make this a hands-on resource for students, professionals, and aspiring winery owners.

Whether you’re studying wine science, agribusiness, or hospitality—or simply looking to deepen your understanding of the industry—Business of Winemaking is your essential guide to navigating the complex and rewarding world behind every bottle.”