The Marketing Value of the Past
by Gin Phillips
Apr 2003 Issue of Wine Business Monthly
At times--profitable times--a bottle of wine is not just a bottle of wine, and a winery is not just a winery. When winemakers add a context and a past to their product, each bottle becomes a story…and people love to listen to a good story. With tourism as a major revenue generator for smaller vineyards, that fundamental truth of human nature becomes the groundwork for a marketing plan. When owners can spin a captivating tale, tourists will take their time at the Web site, pick up a few extra bro...
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