Description
Cooperative Extension, University of California, Berkeley. Published date: 1981. Softcover, 180 leaves (one sided); 28 cm. Black and white tables, charts, and graphs throughout.
Rare, out-of-print & unusual books · Since 1997
120
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Condition & notes
In good condition. Illustrated paper covers with vineyard and winery scene. Light bumping and creasing to edges and corners of covers and light overall scuffing, soiling and aging. Binding tight. Pages lightly toned but otherwise clean and unmarked. Proceedings volume documenting two seminars held at the University of California, Davis in May 1979 and May 1980 addressing the economic challenges facing small wineries during the rapid expansion of the California wine industry in the late 1970s. Compiles presentations and discussions by winemakers, distributors, retailers, economists, engineers, and financial professionals. Intended as a practical reference for winery operators and agricultural economists, while providing substantial quantitative data related to production, marketing, and consumption. Contents include: Introduction; The Small Winery Survey; What's Going On? The Challenge of Information; The Outlook for Small Wineries and U.S. Wine Consumption Potentials in the 1980s; A Retailer Looks at Wine Sales; The Retailer's Point of View; A Distributor Looks at Wine Marketing; What's Happening to the Distributor; Marketing Wine Outside of California; Marketing Concepts for Small Wineries; The Marketing Plan; Marketing from the Wine Maker's Perspective; Pricing and Other Marketing Considerations; The Ridge Experience with Direct Selling; Planning for Marketing and Distribution; The Wine Service Cooperative and Its Potential for Lowering Winery Costs; Some Observations on Wine Marketing; Winery Costs; Starting a Winery with Next-to-Nothing; Some Recent Construction Cost Experience; Selecting Winery Equipment; Some Comments on the Economics of Equipment Selection; Some Other Considerations in Wine Production; Some Comments on Vineyard, Winery Equipment and Marketing; Computer Programs for Winery Design; The Use of Computers for Analyzing Winery Operations; Winery Financing and Other Money Matters; Financing Winery Operations; A Banker's View of Financing; Accounting for the Small Winery.