Word: wined
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Dates: during 1990-1999
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When Susan Shand, a journalist in Washington, needed wine for a dinner party she was hosting, she headed for the store to buy her favorite brand: Kendall-Jackson Vintner's Reserve Chardonnay. Later that evening, however, she discovered that she had bought Turning Leaf, a new Gallo wine, instead. "I looked like an idiot," she recalls...
Jackson has the ego and pocketbook to do the job, and his efforts have paid off in a rare, unfiltered glimpse into the inner workings of the family-owned Gallo empire, the country's largest vintner, with sales last year of $1.2 billion. Gallo's wines may vary in quality, but its marketing and distribution muscle is top shelf. Turning Leaf turns up everywhere, and with good reason. Aided by a series of confidential memos, Jackson's lawyers showed how Gallo executives, pressured by their demanding chairman Ernest Gallo, took careful aim at the leader of the popularly priced Chardonnay...
Gallo had no choice. The market for its flagship jug wines was shrinking, and it desperately needed some winners in the higher price ranges. But the Gallo name was a problem. Focus groups identified it with cheap wine and high-alcohol brands like Thunderbird...
When Turning Leaf hit the shelves in September 1995, the only hint of its origin was the Modesto, California, address; the word Gallo was nowhere to be found. Boosted by advertising, the wine sold 1.3 million cases in 1996, second to Kendall-Jackson. In April 1996, after hearing complaints that consumers thought Turning Leaf was his product, Jackson sued...
...speaking, in terms of your market. You go to France, I mean, Les Mis lost money in France. It's just not in their culture. They just don't like it. They have a different lifestyle: you're sitting in the park and you're having a glass of wine and the sun is out and it's nine at night and you're not going to the theater. They just don't live that style, if you're in Paris you'd understand it. It'll play well in Germany. They like musical theater...