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Wines of Eastern North AmericaFrom Prohibition to the Present-A History and Desk Reference$
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Hudson Cattell

Print publication date: 2013

Print ISBN-13: 9780801451980

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9780801451980.001.0001

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Winery Promotion in the 1980s

Winery Promotion in the 1980s

(p.171) Chapter Ten Winery Promotion in the 1980s
Wines of Eastern North America

Hudson Cattell

Cornell University Press

This chapter discusses winery promotion in the 1980s. In the 1980s, more attention was paid to marketing wine as people began to realize its importance. Among the marketing tools used in the early 1980s were winery club memberships that increased wine sales and built a customer following. Private and custom labels also proved to be profitable. By the mid-1980s, state organizations started to obtain the funding needed to attract competent marketing people to create programs that would benefit the industry. Television and radio, for example, were known to be an effective way to promote wine. However, their use was limited because of the expense involved. Another important marketing tool was the establishment of wine trails where tourists were given instructions or other incentives to encourage them to visit more than one winery on a trip.

Keywords:   winery promotion, wine marketing, winery club memberships, custom wine labels, wine trails

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