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June 2013
Marketing Second Labels
How wineries promote their top brands while selling more affordable bottles
by Liza B. Zimmerman
Producing a series of wines along different price and quality tiers has long been a tradition in Europe. The First Growths of Bordeaux, along with many less-lofty areas, have always sought other ways to market their brands and introduce them to new consumers with lower costs than they would expend for their top-level wines. In the Old World, decisions to produce and promote a second label often come with multiple legal implications and restrictions. If a producer adds too much Cabernet Sauvigno...
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