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Article: Winning by a neck.(FIELD REPORT)
- Article from:
- Label & Narrow Web
- Article date:
- October 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Rodman Publishing. 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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Image is No. 1 in importance in our business," says Tommy Johnston, sales and marketing director for Easley Winery of Indianapolis, IN, USA. "You first have to get the prospective customer to go to the shelf and pick up the bottle. If it passes muster by catching their eye, then price and the actual type of wine become important. Once they buy it and try it, they'll come back for more. We use a catchy necker on the bottle, which lets them find our particular wine quickly among dozens or more of other bottles. It just jumps out at them from the shelf."
Easley Winery is relatively young by winery standards but only because they're in Indiana, a state where holdover ...
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