This ebook with Barry Babin (Max P. Watson Jr. Professor of Business at Louisiana Tech University) as guest editor represents a significant step in the association between the Academy of Marketing Science (AMS), the International Journal of Wine Business Research, and the wine research community overall. The first three papers in this issue are from the AMS Annual Conference, while the fourth was originally destined for publication in a later regular issue of IJWBR. Overall, these papers fit nicely together to contribute to greater understanding of wine marketing and consumer behaviour in general.