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May 2010
Do AVA Names on Labels Influence Sales?
While empirical studies and national surveys indicate they do, vintners' opinions vary about the value of AVAs on labels
by Michael S. Lasky
When it comes to creating a new American Viticultural Area (AVA) or using an existing AVA on a label, the battle lines are drawn. Wineries and regional trade groups fight fiercely to protect their territories because of the inherent marketing value they feel AVA names provide. AVAs, such as Napa Valley or Central Coast, have become tantamount to brand names. You don’t have to look any farther than the donnybrook over the attempted creation of the Calistoga sub-AVA of Napa Valley to recogn...
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