Welcome to episode 1449, What Pricing Communicates (for Fine Wine) with Peter Yeung This is the Wine2Wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide. About today’ session: Pricing, for fine and luxury wines, is always a complex topic. Whereas for more “commodity” or everyday wines, where pricing is a function of the what market will bear, pricing for fine wines has many embedded messages in it. It communicates where the brand is positioned (or desires to be positioned) in a regional and global market. It sends a message to consumers about the winery’s value proposition to them. In this session, we will explore both the art and science of fine / luxury wine pricing and what pricing communicates to the marketplace. About the Speakers Peter Yeung 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 in Silicon Valley 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 and is based in San Francisco. Connect Instagram: @winebizguy LinkedIn: www.linkedin.com/in/peterkyeung/ About the Moderator Ettore Nicoletto Ettore Nicoletto began his career at Casa Vinicola Zonin where he held various positions, including Exports Director. In 2004, he moved over to the Santa Margherita Gruppo Vinicolo, where was appointed General Manager and then CEO from 2008 to 2020. In March 2020, Nicoletto was appointed President and CEO of Bertani Domains (now Angelini Wines & Estates). Today Nicoletto is Vice President of the Gruppo Vini of Federvini, and a Federdoc Board Member. Connect Instagram: @ettorenicoletto LinkedIn: www.linkedin.com/in/ettore-nicoletto-391a5b/ Let's keep in touch! Follow us on our social media channels: Instagram @italianwinepodcast Facebook @ItalianWinePodcast Twitter @itawinepodast Tiktok @MammaJumboShrimp LinkedIn @ItalianWinePodcast If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/ Until next time, cin cin!