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Fetzer Vineyards in June launches a $7 million TV and outdoor ad campaign intended to bring wine to summer events and casual outings such as picnics.

While many wine marketers are holding back on advertising due to a shortage of product, Fetzer is positioning itself to gain brand recognition before an expected oversupply hits the market in the next few years.

"They are used to cycles and doing marketing as it should be done," said Bob Gardner, president-creative director of Fetzer agency Gardner, Geary, Coll & Young, San Francisco.

The first TV spot focuses on a picnic table by a river. Although no people are seen, voices are heard calling a dog or talking about the old rope swing. The gentle sound of the river rushing by adds to the ambience.

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