Marketing Matters

 

Building Loyalty With Customer Blending

March 2007
 
by Tina Caputo
 
As wine consumption in the U.S. increases, consumers are taking more of a hands-on interest in the fruit of the vine. No longer content to simply taste wine, a growing segment of the wine-drinking population wants to try its hand at making it. In response to this trend, marketing-savvy wineries are starting to offer blend-your-own-wine programs that let consumers play "winemaker for a day."
 

 
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