×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

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.
Most Popular