ABSTRACT
Assistant Professor of Marketing, Sonoma State University, Rohnert Park, CA, USA
13.1 Introduction ................................................................................ 237 13.2 Theoretical Foundations of Winery Revenue
Management and Winery Service Quality ................................. 238 13.3 Revenue Management ................................................................ 241 13.4 Yield Management ..................................................................... 242 13.5 Standardized Service System ..................................................... 242 13.6 Technology ................................................................................. 243 13.7 Conclusion ................................................................................. 244 Keywords .............................................................................................. 244 References ............................................................................................. 244
13.1 INTRODUCTION
A growing number of US wineries are placing importance on cellar door sales, due to the high profit margin they generate (Holman and Hunter, 2012; Getz and Brown, 2006). Although direct to customer sales represent only 3% of US wine sales, direct to customer sales through cellar door
sales have become essential to small US wineries, which account for about 98% of US wineries (Stonebridge, 2011). In particular, direct sales generated $1.55 billion for wineries in 2006 (Stonebridge, 2011).
