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April 2010
Second Labels
The key now is to craft brands that captivate consumers buying in a lower-priced market segment while appearing to be trustworthy and upscale.
by Mary-Colleen Tinney
Launching a wine brand has never been particularly easy, even in the best of economic circumstances. This is, after all, an industry that is awash in brands, thousands upon thousands of labels on the market, all aimed at fulfilling the demands of consumers on the lookout for new and interesting offerings. The sheer volume of brands on the market, though, makes new label introductions all that more difficult. Despite the inherent difficulties of new launches, wineries are still eager to provide ...
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