Knowledge@wharton

In the book In Search of Bacchus: Wanderings in the Wonderful World of Wine Tourism author George M. Taber took on the task (someone had to do it) of visiting a dozen of the most breathtakingly beautiful wine regions around the globe. What he came back with is a travel guide for oenophiles that also serves as a primer on how and why winemakers are increasingly turning themselves into destination sites. In addition Taber’s tour opens a window on the growing segmentation of the travel industry as a whole and offers lessons about competitive advantage and marketing that apply to all consumer-driven businesses. See acast.com/privacy for privacy and opt-out information.