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January 2001
Brand Positions Static in 2000 for "Fighting Varietals"
by Ellen Charles
Wine brand position for the top selling varietals, Chardonnay, Merlot and Cabernet Sauvignon, remained essentially static in 2000 as compared to 1999 sales, according to IRI/Infoscan data, which is based on sales statistics from grocery stores with $2 million or more in revenue. Wineries believe the inactivity in brand movement demonstrates the continuing comfort level of the wine-buying public with the brands and varietals they are most familiar with.For the 52 week period ending October 8, 200...
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