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Paul Wagner studied sociology and education at U.C. Santa Cruz. He has been an instructor at Napa Valley College's[1] Viticulture and Winery Technology Department for thirty years and has guest lectured at universities, including the Wintour MBA program in Europe and the OIV Wine Marketing Master Class at UC Davis.[2] As a public speaker, Paul has presented at over eighty conferences worldwide on topics such as wine, wine tourism, education, public affairs, and marketing.
Paul is the co-author of "Wine Marketing & Sales, Strategies for a Saturated Market[3]" which won the 2008 Gourmand International Award for Best Wine Book for Professionals,[4] with its third edition published in 2019. His second book, "Wine Sales and Distribution: The Secrets to Building a Consultative Selling Approach[5]," also won the Gourmand Award in 2019 and released its second edition in 2024. He published "Artisan Public Relations[6]" in 2020 and has been a columnist for Vineyard & Winery Management Magazine[7] for ten years. Paul has hosted the wine conversation show "Bottle Talk[8]" with Rick Kushman and recorded lecture series on wine for The Great Courses and Audible. He is also the author of the "Danger: Falling Rocks[9]" mystery novel series, which has six books to date.
A judge at over 100 international wine competitions, Paul was a founding member of the Academy of Wine Communications[10] and has served on various boards, including the Culinary Institute of America's Vintner's Hall of Fame.[11] He has received several honors, including the American Wine Society's Award of Merit[12] and the McPherson Distinguished Teacher Award at Napa Valley College. Paul founded Balzac Communications & Marketing[13] in 1991, working with prestigious clients before retiring with the title of President Emeritus. He currently serves as a Senior Consultant for Wine Tourism at Expedia Cruises and an Adjunct Instructor at Napa Valley College. Paul maintains a website at PaulWagnerWine.com.[14]