Marketing & Sales

Covarrubias, J. & Thach, L. (2016). Mexican Wine, Beer or Tequila: The Amazing Resilience of Mexico's Wine Industry. www.winebusiness.com, Available at: http://www.winebusiness.com/news/?go=getArticle&dataid=164050

Olsen, Janeen, Thomas S Atkin and Liz Thach (2016), "Marketing by What Matters: Using Schwartz's Theory of Basic Values to Identify Wine Consumer Segments", Academy of Wine Business Research, 89h International Conference, February 2016, Adelaide, Australia.  Accepted.

Atkin, Thomas and Susan Cholette (2015), "Rough Seas Ahead: Quality Concerns for China-bound Wine Shipments". The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Market, edited by Capitello, R., Charters, S., Menival, D., and Jingxue, Y., under 2nd review.

Thach, L. (2014). "Chinese Wine Region Establishes Classification Modeled on Bordeaux's." Wine Spectator, Jan. 30, 2014. Available at:http://www.winespectator.com/webfeature/show/id/49539

Thach, L. (2013). "In Search of Terroir in the Petaluma Gap." www.winebusiness.com, August 16, 2013.  Available at:http://www.winebusiness.com/news/?go=getArticle&dataid=120546

Cuellar, S., Noland, M., & Kirkwood, S. (2011). "Measuring the Effects of Promotion in Non-Controlled Settings: A Decompositional Approach", Journal of Strategic Marketing. Read the full article here (pdf).

Sutanonpaiboon, J. & Atkin, T. (2011). "Using Region to Market to International Customers," Journal of Food Products Marketing. Vol. 17, No. 4. Read the full article here.

Sirieix, L., Remaud, H., Lockshin, L., Thach, L. & Lease. T. (2011, In Press). "Determinants of restaurant's owners/managers selection of wines to be offered on the wine list," Journal of Retailing and Consumer Services.

Thach, L. (2011) "Wine in the Shower: Study Explores New Occasions When Millennials Drink Wine," www.winebusiness.com. July 11, 2011. Read the full article here.  

Atkin, T. & Johnson, R. (2010). "Appellation as an Indicator of Quality," International Journal of Wine Business Research. Vol. 22, No. 1, Pg. 42-61.

Wagner, P., Olsen, J. & Thach, L. (2010; 2nd edition). "Wine Marketing & Sales:  Success Strategies for a Saturated Market," 2nd ed. San Francisco: The Wine Appreciation Guild. 

Thach, L. & Cuellar, S. (2010). "Riding the Malbec Madness Wave -- Can Argentina Sustain Success?" Wine Business Monthly. Sept. 13, 2010. Read the full article here.

Thach, L., Remaud, H. & Lease, T. (2010). "Selling Sommeliers on Your Wine - New Study Identifies Factors Restaurants Use to Buy Wine in California," Wine Business Monthly. July 2010. Read the full article here.

Olsen, J. (2008). "An Exploratory Study into Wine Drinking in Bars, Pubs And Nightclubs in the United States," Proceedings of Academy of Wine Business Research, Siena, Italy, July 16-19, 2008.

Wagner, P., Olsen, J. & Thach, L. (Feb. 2007). "Wine Shows - Their Value: Making Wine Shows and Festivals Productive," Reprinted in Winepress - The official magazine of Wine Marlborough (NZ), Issue 156, Pg. 9-12

Wagner, P., Olsen, J. & Thach, L. (April 2007). "Wine Marketing & Sales:  Success Strategies for a Saturated Market," San Francisco: The Wine Appreciation Guild.

Thach, L. & Cueller, S. (2007). "Trends & Implications for Spanish Wine Sales in the U.S. Market," International Journal of Wine Business Research. Vol. 19, Issue 1.

Thach, L. (2007). "Chinese Wine Marketing Conference Highlights Advantages & Issues in China's Wine Industry,"  www.winebusiness.com. August 24, 2007. Read the full article here.

Wagner, P., Olsen, J. & Thach, L. (Sept/Oct 2006). "Making Wine Shows and Festivals Productive," Practical Winery & Vineyard. Vol. X, Issue 6.

Thach, L. & Olsen, J. (2006). "Putting the "Family" Back into Family Wineries -- To Be a Kid-Friendly Tasting Room -- Or Not?" Vineyard & Winery Management. January/February.

Cuellar, S. & Lucey, A. (2005). "Attracting Entry Level Drinkers: Are Wine Coolers a Gateway to Wine Consumption?" International Journal of Wine Marketing. Vol. 17, Issue 1, Pg. 28-43.

Thach, L. (Dec. 2005). "Millennial Wine Marketing," Wine Business Monthly.  Vol. 12, No. 12. Read the full article here.

Olsen, J., Nowak, L. & Clarke, T.K. (2002). "Country of Origin Effects and Complimentary Marketing Channels: Is Mexican Wine More Enjoyable when Served with Mexican Food?" International Journal of Wine Marketing. Vol. 14, Issue 1, Pg.23-33.

Olsen, J. & Thach, L. (2001). "Wine for Breakfast: Expanding the Diversity of Occasions for Marketing Wine," presented at the Society of Wine Educator's Conference, July 30 - August 4, 2001, Eugene, Oregon.