Ehrenberg-Bass Institute
Professor
Larry Lockshin
Professor
Larry Lockshin is the Head of the
Institute’s Wine Marketing Group.
Larry has over 25 years experience in the
wine sector, first as a viticulturist and
then in economics and marketing. He is
acknowledged as of one of the world’s
experts in wine marketing and focuses his
research and consulting on buyer behaviour
in the wine trade and more recently in
retailing and packaging of FMCG
products.
Larry has particular expertise in wine choice behaviour and modelling the effects of packaging changes on consumer purchase. He has also worked with wine companies on branding and export issues, especially in choosing and managing wine distribution.
Larry is a well-known international speaker and executive educator. In the last few years he has given keynote speeches and short courses in: the United States, South Africa, Chile, Argentina, Uruguay, New Zealand, France, Italy, and Canada.
Larry has worked directly with many of Australia’s largest wineries as well as some of the smaller ones. He has been on the organising committee for the past 4 Australian Wine Marketing Conferences, The Australian Wine Technical Conference, and the Domestic Taskforce for the Australian Wine and Brandy Corporation.
Larry is currently overseeing a major wine industry project in predicting the sales impact of new wine styles and packaging in Australia and in the US market. He is also working on consumer response to sustainability and traceability labelling in five export markets; and on consumer response to packaging changes.
To view his publication list, click here
To view his month columns in WBM, click here
Larry has particular expertise in wine choice behaviour and modelling the effects of packaging changes on consumer purchase. He has also worked with wine companies on branding and export issues, especially in choosing and managing wine distribution.
Larry is a well-known international speaker and executive educator. In the last few years he has given keynote speeches and short courses in: the United States, South Africa, Chile, Argentina, Uruguay, New Zealand, France, Italy, and Canada.
Larry has worked directly with many of Australia’s largest wineries as well as some of the smaller ones. He has been on the organising committee for the past 4 Australian Wine Marketing Conferences, The Australian Wine Technical Conference, and the Domestic Taskforce for the Australian Wine and Brandy Corporation.
Larry is currently overseeing a major wine industry project in predicting the sales impact of new wine styles and packaging in Australia and in the US market. He is also working on consumer response to sustainability and traceability labelling in five export markets; and on consumer response to packaging changes.
To view his publication list, click here
To view his month columns in WBM, click here
