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June 2004
Insight & Opinion
Wine Brand Meet Consumer— Consumer Meet Wine Brand
by Bill Byhower
Taking Your Tasting Room to the PeopleYour winery has probably invested heavily to improve the quality of its wines, so how best do you let people know about it? Investing in print ads in major food and wine magazines may merely preach to the converted, and according to IMI (an industry research firm), only one in eight consumers said they were influenced by a national sponsorship. Unlike food products, you can't mail out samples and it makes sense to tailor your demographic to your specific bra...
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