Over the years, several winemakers, as they were about to leave on a trip to promote their wines, have remarked to me, “Making wine is easy. Selling it is the hard part.”

That’s logical — they’re trained in oenology, not marketing. But if they have to go out on the road to help sell the wine, they might want to take a look at a new book on the subject — “Wine Marketing & Sales: Success Strategies for a Saturated Market,” by Paul Wagner of Napa’s Balzac Communications and two Sonoma State business professors — Liz Thach and Janeen Olsen.

The book seems geared to the folks who wear multiple hats in a winery. It takes a reader through the basic steps of marketing and continues right on up to taking a winery that’s on the ropes and turning it around by repositioning it, with all the necessary in-between information.

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