Word: sonoma
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...This is the golden age for California wines," says Forrest Tancer, 43, a co-owner of Sonoma County's Iron Horse Vineyards. Renowned for his crisp, elegant sparkling wines, which have been served at White House state dinners, Tancer belongs to the cadre of talented young vintners who are largely responsible for this era of excellence. Their success has inspired ambitious new winemakers all across the nation, even in areas where grape growing is an experimental novelty...
...wonder that big money, much of it foreign, has moved into the wine country. Napa's Raymond Vineyard, Sonoma's Chateau St. Jean and Firestone (near Santa Barbara) -- all premium labels -- are owned in whole or part by Japanese interests. Beaulieu, Inglenook and Christian Bros. in Napa County are subsidiaries of the British conglomerate Grand Metropolitan. Most of the major French champagne producers, including Moet & Chandon, Mumm, Louis Roederer and Piper Heidsieck, have subsidiaries turning out California sparklers...
...surging ahead of the pack as a result: the Gap, Wal-Mart, Mervyn's, T.J. Maxx, Costco and Crate & Barrel in Chicago, which specializes in moderately priced housewares. Quality retailers expected to excel by offering affordable luxury range from Dillard department store to Crabtree & Evelyn (bath and toiletries), Williams-Sonoma (kitchenware) and one of the industry's strongest performers, Victoria's Secret (lingerie...
...gurus of the direct-mail copywriting trade are the Sonoma, Calif., team of Bill Jayme and Heikki Ratalahti. Over the past 20 years, they have used their wiles to help launch more than a score of publications, including Bon Appetit, Smithsonian and Mother Jones. Jayme and Ratalahti's marketing packages, which cost $30,000 to $50,000 each, share four characteristics: an irresistible envelope, a personalized typewritten letter, a brochure intended to give an as yet nonexistent product an aura of legitimacy, and a response card. Jayme and Ratalahti know that people do not read direct-mail pitches carefully...
...intrusive way to reach consumers. "It's not like a commercial where you have to wait a whole minute for the evening news to continue, or a billboard that blocks the scenery, or the telephone call that gets you out of the bathtub," says copywriting maestro Bill Jayme of Sonoma, Calif. "If you're not interested, you just throw it out." Says Denison Hatch, publisher of the industry newsletter Who's Mailing What!: "Junk mail is a good offer sent to the wrong person...