EPISODE #14 THE IMPORTANCE OF MAINTAINING BRAND RELEVANCE

Send us Fan MailEpisode #14 is focused on the principle and importance of maintaining brand relevance. In my case, this episode takes you into a Sonoma-Cutrer board meeting back in 1988, at which I proposed what was thought to be a radical idea at the time: to take Chardonnay off the front of the label, à la Burgundy, France, and put the vineyard name in its place.I had only been VP of Sales & Marketing at Sonoma-Cutrer and on the senior management team for less than 90 days at the time. It was a bold move; however, it was increasingly apparent that, with the popularity of Chardonnay during the 80's among the wine-drinking public at large, we ran the risk of being lumped into the sea of average Chardonnay that was beginning to appear in the market at lower prices.Take a listenThanks for being a listener to the Fine Wine Confidential Podcast. For more information go to www.finewineconfidential.com