The idea for this book began in Sofia, Bulgaria in September, 1992 when we met to plot a course for our University Affiliations project which had been recently funded by the U.S. Infonnation Agency. We believed that worldng on the book would provide valuable learning experiences for all the cooperators, and that the book itself would make a useful contribution to understanding the economic transition process and its policy implications. We recognized that a project of this nature would require the skills and knowledge of many people. To those 34 additional contributors to this volume, and to the many other friends, colleagues, and experts who gave generous advice, we give our sincerest thanks. We also acknowledge with thanks the support of several organizations to a reality. Much of the that transfonned this book from an idea research reported here was a major part of an educational project funded by the University Affiliations Program of the U.S. Information Agency. The project linked the University of California, Berkeley, Wye College of London University, and the Research Institute of Agricultural Economics, Sofia, in a cooperative effort to improve the quality of policy analysis. The research provided hands-on experience necessary for effective teaching in this area.

This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited."

This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited."

The idea for this book began in Sofia, Bulgaria in September, 1992 when we met to plot a course for our University Affiliations project which had been recently funded by the U.S. Infonnation Agency. We believed that worldng on the book would provide valuable learning experiences for all the cooperators, and that the book itself would make a useful contribution to understanding the economic transition process and its policy implications. We recognized that a project of this nature would require the skills and knowledge of many people. To those 34 additional contributors to this volume, and to the many other friends, colleagues, and experts who gave generous advice, we give our sincerest thanks. We also acknowledge with thanks the support of several organizations to a reality. Much of the that transfonned this book from an idea research reported here was a major part of an educational project funded by the University Affiliations Program of the U.S. Information Agency. The project linked the University of California, Berkeley, Wye College of London University, and the Research Institute of Agricultural Economics, Sofia, in a cooperative effort to improve the quality of policy analysis. The research provided hands-on experience necessary for effective teaching in this area.