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February 2003
The Purple Wine Company and Maverick Marketing
Derek Benham Discusses His Methods, the Wine Lifestyle, and Tannic Mystery
by Judy Kimsey
Derek Benham, CEO of the Purple Wine Company, thinks outside the bottle. Not that he ignores what's in it, because Benham is dedicated to delivering to the market quality wines at a good price point. It's just that nothing he does, from winemaking to branding, smacks of the traditional. Far from being a stumbling block, Benham's maverick marketing tendencies propel him from one success to another. Consider the Blackstone Winery story.Blackstone Winery boasted few fixed assets--no vineyards, no w...
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