Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE (www.oxfordhandbooks.com). © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 14 April 2021

Abstract and Keywords

This article discusses wine pricing strategies in the United States. It covers consumption trends, distribution and legal constraints, wholesale pricing, retail pricing, pricing in the on-premise environment, distributor incentives, and pricing management. The competitive landscape of marketing wine requires effective pricing strategies. The growth of the marketplace combined with the myriads of competitive choices for the consumer force the wine marketer to develop and manage strategies far more aggressively in an effort to remain competitive. The use of a practical, customer-based approach, supported by an in-depth understanding of the competitive set, combines the art and science necessary to develop pricing strategies for the wine category.

Keywords: price setting, wine industry, wine consumption, wholesale pricing, retail pricing

Warren Bidmead

Warren Bidmead is Division Marketing Director for Brown Forman Beverages, a diversified producer of Wines and Spirits. Prior to Brown Forman, Mr. Bidmead was with Del Monte Foods where he was Director of Customer Marketing for the company’s vegetable business. He also served in various business development and corporate strategy positions for Del Monte. He started his career with Gallo Sales Company. Mr. Bidmead earned a BSc in Business Administration from California State University Sacramento, and an MBA from Pepperdine University.

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.