Jerry Lohr

Branding Through AVA?s

EVX21-110

Unified Wine & Grape Symposium ~ 2002

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The session will analyze the value of American Viticultural Areas and look at who gains what in the development and promotion of appellations. What do growers, small, mid-size and strong brand name wineries gain? Do appellations help retailers sell more and do consumers find them helpful in making a decision to purchase a particular wine under $12 in value? What have been effective AVA promotion campaigns that resulted in expanding sales? What were the costs and how do emerging regions evaluate the most effective use of scarce resources? Is there value for established

brand names to invest in regional promotions?