Wine council tunes out TV to wade into the Internet

Cuneo, Alice Z.
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p38
Trade Publication
This article reports on the decision of the Wine Market Council to launch its advertising campaigns through the Internet as of March 20, 2000. The U.S. industry group has been running a test campaign promoting drinking wine rather than pushing a single brand. But the campaign from Bozell, which began in 1999, has resulted in only modest sales gains. This has led the council to reconsider its choice media. The $1.2 million effort was tested in two markets: Austin, Texas and Albany, New York. Sales in Austin were up 2.3% over sales in control market but the sales in Albany cannot be compared with a control market due to insufficient scanner data. Now, the council is increasing its advertising budget, but re-focusing on the Internet and point-of-purchase advertising.


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