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Article: California wines find a European market
- Article from:
- Weekly Corporate Growth Report
- Article date:
- April 23, 2001
- Author:
CopyrightCopyright NVST.com, Inc. Apr 23, 2001. Provided by ProQuest LLC. (Hide copyright information)
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E&J Gallo Winery is mounting an assault on France. The California wine producer is implementing a program designed to establish the California name as a producer of fine wine in the minds of European wine drinkers.
The Europeans are not being offered the jug wine that was the root of the company's original success. Gallo is extending its current image transformation that began in the-United States, promoting fine wines that retail near $28 a bottle.
California wines have found success in reaching the shelves of grocery stores and fine wine merchants in Britain, Germany, Scandinavia and other European nations, but France has proven to have a stubborn, even chauvinistic, attitude toward ...