TITLE

Canandaigua, the new beverage power. Who?

AUTHOR(S)
Chura, Hillary
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article features the Canandaigua Brands, a marketer of alcoholic beverages in the U.S. The secret to Canandaigua's success is its executives who know the business inside and out, in addition to local marketing and an acquisition plan that includes buying less sexy brands that just need a little marketing support. The company has taken its own road. While many beverage marketers are going upscale to attract sales, Canandaigua in 1998 rang up better than billion dollar receipts on some subpremium products. Because most of its products have a regional following, Canandaigua spends little on national campaigns. Instead, it has focused more on consumer giveaways, sweepstakes, mail-in rebates and on-premise promotions. Its ever more sprawling empire also will be reflected in its name change coming early in 2000.
ACCESSION #
2415204

 

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