Panel: Wineries need to diversify to avoid commodity status

01/31/2014 | Napa Valley Register (Calif.)

The state of the wine industry is strong, but wineries need to differentiate to stay fresh and reach consumer tastes, BevMo Chief Marketing Officer Francesca Schuler told an audience at the 20th annual Unified Wine & Grape Symposium. Wine companies need to mirror craft-beer and cider firms in terms of creating engaging packaging and making their message customer-oriented, especially to increase appeal to younger tastes, she said.

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Napa Valley Register (Calif.)

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