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Curtis Philips: Gallo Unveils Clever New Package and Holiday Marketing Campaign--Should Others Follow Suit?

November 22, 2019

There is no one-size-fits-all solution to wine marketing. For one thing, I think that few understand that the "wine industry" is not a monolith. That is to say that there isn't a single "wine industry", there are several. Similarly, there isn't just one "wine consumer" or wine market. Wine companies misunderstand this at their peril. This general misunderstanding as to the nature of their own business is probably why I am completely unimpressed by the marketing campaigns, including the product packaging, generally bruited about by most wineries.