Word: portet
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Dates: during 2000-2009
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Clos du Val, a Napa winery set up by Frenchman Bernard Portet in 1972 and best known for its Cabernet Sauvignon, hired a new executive team last year to reposition its brand further upmarket. It will soon sell its top Cabernet at $62 a bottle, up from $55. Several of its other wines will also have price increases. The wine labels will be redesigned, but the wine inside will remain the same. "By not raising our prices in the 1990s, we fell behind in positioning and recognition," says David Campbell...
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