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Calif. wineries to build export

By Published on .

[San Francisco] California wine producers, looking to garner a distinctive place on wine shop shelves around the world, have begun a search for an ad agency to build a brand to more effectively compete with Bordeaux, Burgundy and other classic regional wine brands. "We have reached a point where we have to define a unique position for California in international markets," said the Wine Institute's Ann Pemberton. She is considering a dozen shops, including two Canadian agencies, for the assignment. U.S. wine exports, in a major rebound, jumped 29% by volume and 17% by value to $643 million, mostly to Canada, Europe and Japan.
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