K-J Repositions Its Brands for the Future

Wine Business Monthly - The Industry's Leading Publication for Wineries and Growers

January 2006

By increasing the price, reducing production and using only estate-grown fruit for its top brand, Kendall-Jackson may provide a much needed boost to the super-premium category.

by Christopher Sawyer

With his seventh straight Tour de France title, Lance Armstrong established himself as one of the greatest sports athletes in the modern era. The world of wine has its share of formidable competitors as well. One of them is winemaker Jess Jackson, proprietor of Kendall-Jackson Wine Estates, Sonoma County's largest wine company. Over the past two decades, Jackson, a former practicing lawyer, has established his own reputation as a maverick, visionary and creator of his own wine empire. In 200...

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