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The Rise of the Modern Wine Brand

Finding new ways to connect with consumers
Aug 2012 Issue of Wine Business Monthly
There was a time, not long ago, that when you brought a wine to market, branding it was almost a formula. You needed a prestigious family name, fantastic ratings and, of course, a cream-colored label, some gold foil and an etching of your château or estate. As wine consumption in the U.S. has expanded from primarily special occasions to include casual drinking, producers have rushed to meet the demand. Because wines for everyday drinking are a relatively low-involvement purchase ($15 and b...
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