Welcome to the Areni Global podcast. In today’s episode Inside the World of Luxury Wines, In Conversation with Liz Thach MW and Peter Yeung, Pauline Vicard of Areni Global explores the true definitions of Luxury wines through the lens of Peter and Liz’s book ‘Luxury Wine Marketing: The art and science of luxury wine branding’. She also looks for answers to questions such as, What is the difference between Cult, Icon, & Luxury wines? How do celebrity wines affect the fine wine sector? and What does it take to build a Luxury brand?  About Peter Yeung: Peter Yeung (MW Candidate, WSET Diploma, CIA CWP) is a leading wine business consultant, named one of Wine Business Monthly’s 2020 Wine Leaders. He is the author of award-winning Luxury Wine Marketing and was VP of Strategy & Biz Dev at Kosta Browne in Sonoma and Realm Cellars in Napa. Peter is a Master of Wine Candidate and holds the WSET Diploma and CIA Certified Wine Professional designations. Prior to wine, Peter was an executive in Silicon Valley and a consultant with McKinsey & Company. Peter is also the co author of the book Luxury Wine Marketing together with Liz Thatch MW, as well as several wine and clean energy articles. He is also the host of the podcast XChateau, a Masterclass on the business of wine. Learn more about Peter Yeung: https://www.instagram.com/winebizguy/ https://www.linkedin.com/in/peterkyeung https://www.xchateau.com/episodes/ About Liz Thach: Dr. Liz Thach, MW is an award-winning author, wine market expert, researcher, educator and consultant based in Napa and Sonoma, California. Liz worked for more than 10 years as an HR executive and manager in Fortune 500 companies, before transitioning to Sonoma State University(SSU) in 2000 to teach management and wine business classes in their Bachelors and MBA programs. While there, she taught and conducted multiple international research projects, presented at more than 100 conferences, and published 9 books and over 200 articles, including consumer/trade journal and academic publications. Liz was the first woman in California and the 7th woman in the US to become a Master of Wine (MW), she was honored with the title of Distinguished Professor of Wine for life. She also holds a Ph.D. in Human Resource Development from Texas A&M University, an M.A. in Organizational Communication & Management from Texas Tech University, and a B.A. in English from Notre Dame de Namur University in California. Learn more about Dr. Liz Thach MW: https://lizthachmw.com/ https://www.instagram.com/lizthach/ linkedin.com/in/liz-thach-mw sonoma.edu/sbe/  If you want to pick up a copy of the book discussed in this podcast, please visit: www.amazon.com/Luxury-Wine-Marketing-science-branding/dp/1913022048 More about today’s host:  Pauline Vicard is the Co-Founder and Executive Director of Areni Global. She was born and raised into a winemaking family in Burgundy, and she has been working in the wine sector for the last 15 years both in Europe and Internationally, in the market research department of the Burgundy wine office and the French Embassy, before creating her own corporate wine events and education company in Lille, France. She moved to London in 2015 to spearhead the Wine Library of the unique and acclaimed Clerkenwell London, a multi-space design destination, before developing the concept of Fine Minds 4 Fine Wines with Nicole Rolet that led to the creation of Areni Global. Pauline now directs all Areni’s activities, when she is not studying for the Master of Wine exam or playing ultimate frisbee. Learn more about Areni Global: Website: https://areni.global/ Facebook: @FM4FW Twitter: @areniglobal Instagram: @areniglobal Linkedin: https://www.linkedin.com/company/areni-global/ If you want to read the cliff notes on today’s interview, just head to https://areni.global/research/podcasts/   Thank you for joining us today!