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June 2005
Wine Marketing Companies Increase Roles in Industry
Through wine marketing firms, wineries acquire local sales representatives, relationships with distributors, restaurants and stores—and, increasingly, promotional expertise.
by Paul Franson
Many wineries have responded to increasing competition and the narrowing of distribution channels by selling out to larger companies, but others have taken a less traumatic step: They've hired sales and marketing partners to increase their clout. "The world isn't exactly waiting for another $50 Cabernet," noted Dick Maher, chairman of Wilson-Daniels Company in St. Helena, CA. By joining the portfolios of these well-connected marketing firms, wineries acquire local sales representatives, rel...
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