Marketing Matters
Relaunching Brand Carneros
by Larry Walker
The concept of repackaging or relaunching isn't limited to brands or products within a brand line. Case in point: earlier this year, the Carneros Quality Alliance made the decision to relaunch one of California's oldest American Viticultural Areas, first created in 1983. The relaunch included a new logo and a new name--Carneros Wine Alliance, (CWA) as well as a new executive director and new board members.
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