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July 2008
Price, Promotion and Profits
Moving pricing and promotion decisions from 'back of envelope' guesses to quantifiable metrics allows wineries to compete more effectively.
by Steven S. Cuellar and Dan Karnowsky
On the business side of the wine industry, wineries are often consumed with three issues: distribution, pricing and promotion. While these may appear to be three very different concerns, they are inextricably connected. For example, distributors will tell you that price is one of the single most important factors in achieving the widest possible distribution. Once on the shelves, however, each wine must fight for consumers. This is when questions regarding promotion arise. How much should you sp...
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