Don Freytag
Don Freytag
advantage ideas launch trademark wonderful
One of the ideas was, let's take advantage of this wonderful trademark and launch a wine.
brand california expect leading three wine within
We expect this will be a leading California wine brand within three years.
automatic consumer entry gives
It gives us kind of an automatic entry into the consumer mind-set.
friendly imagery nose opportunity people perceived saw served terribly turned wine
Wine is perceived as untouchable and intimidating, and young people are turned off by the imagery of a nose in the glass. It was not served up in a terribly friendly way, and we saw that as an opportunity to be different.
behind concerned consumers interested less quality taste wine
Today's consumers are much more interested in a quality wine that they know is going to taste good. They are much less concerned about where it comes from and the story behind it.