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Article: Marketing matters.(wine marketing)(Column)
- Article from:
- Wines & Vines
- Article date:
- February 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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There was no galloping horseman clopping through Napa Valley in 1973 yelling, "The French are coming! The French are coming!" But there was commensurate stir when it was announced that a most prestigious French maker of Champagne had purchased 1,200 acres of prime vineland in Yountville, Carneros and on steep Mount Veeder slopes to produce sparkling wines.
The company was Moet-Hennessy, part of the Paris-based holding company LVMH (Louis Vuitton Moet Hennessy) that peddled Moet & Chandon, Mercier and Ruinart Champagnes, Hennessy Cognac and Dior perfumes. It came for good and obvious reasons: The company saw an escalating demand for sparkling wines in the global ...