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December 2006
Trends: Supporting the "California" Brand
The trend by some U.S. wine companies toward global wine sourcing leads us to ask, what can we do to foster loyalty for California-grown wine?
by Karen Ross
As the 2006 harvest suggests that California is well positioned to capitalize on a growing U.S. wine market, we also see an accelerating trend toward global wine sourcing by a few U.S.-based wine companies. This has challenged winegrape growers to better understand the global market and figure out what they can do to foster consumer loyalty for wines produced from California winegrapes. Coming out of the Unified Wine & Grape Symposium and other industry events earlier this year, everyone gl...
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