Professor Larry Lockshin is a globally recognized expert in wine marketing and consumer behavior, with a distinguished academic and industry career spanning over three decades. He is Emeritus Professor of Wine Marketing at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia, where he previously served as Head of the School of Marketing . His research focuses on consumer choice behavior, packaging, retail marketing, and sustainability within the wine industry. He has published over 100 academic articles and more than 250 trade articles and is the author of the book This Little Pinot Went to Market: A Guide to Wine Marketing . He is also a regular columnist for Australian Wine Business magazine and the Wine and Viticulture Journal . Through his academic leadership and applied research, Professor Lockshin has significantly influenced both scholarly understanding and practical strategies in global wine marketing.

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