A WINE BY ANY OTHER NAME

A WINE BY ANY OTHER NAME

With the old brand we literally were one of the first to adopt that virtual model where we [originally] didn't own any vineyard land or a winery, so literally just built a brand. However, of course, [with that model] the brand doesn't have a home, it doesn't have provenance and all th...

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Veröffentlicht in:Marketing 2014-09, Vol.119 (9), p.12
1. Verfasser: Androich, Alicia
Format: Artikel
Sprache:eng
Schlagworte:
Brands
Corporate profiles
Crawford, Erica
Crawford, Kim
Divestiture
Market strategy
Marketing
Wineries & vineyards
Wines
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Zusammenfassung:With the old brand we literally were one of the first to adopt that virtual model where we [originally] didn't own any vineyard land or a winery, so literally just built a brand. However, of course, [with that model] the brand doesn't have a home, it doesn't have provenance and all the things we associate with romantic winemaking and grape growing. We really just built a brand that had a person's name.
ISSN:1196-4650