Paul Wagner is founder of Balzac Communications & Marketing. He has been an instructor for Napa Valley College's viticulture and enology department for the past twenty-five years. In addition he teaches at the Culinary Institute of America at Greystone, is a guest lecturer at many universities, and speaks regularly at international wine conferences. He is the coauthor of Wine Marketing & Sales: Success Strategies for a Saturated Market, which won the 2008 Gourmand International Award for the best wine book of the year for professionals.

John C. Crotts is professor of hospitality and tourism management in the School of Business at the College of Charleston. He is coauthor of Selling Hospitality: A Situational Approach.

Byron Marlowe is clinical assistant professor of hospitality and wine business management in the Carson College of Business at Washington State University, where he coordinates the wine and business management program.