Subscriber login Close [x]
remember me
You are not logged in.

Mike Paul: was The Beautiful South the way forward for generic wine tastings?

Published:  16 September, 2013

I have always been a firm supporter of generic marketing. I've chaired importer committees and worked on developing regional strategies. I know how difficult it is to secure an appropriate level of agreement, across the producer and distributor base, to plans with real cut through, and I know how powerful a well coordinated generic effort can be. I also appreciate that coming up with innovative plans is particularly difficult currently when budgets are severely constrained. Given all this and given that generic marketers have no direct control over the producers and wines they represent, I tend to believe that they have one of the most difficult roles in our industry. All this  makes me loth to criticise any generic activity.

Access to this article is restricted.

You need to have a valid subscription to access this content. If you already have a subscription please log in.

Subscribe

Subscribe today for unrestricted access to ALL content and receive all email newsletters.


Already a subscriber?

Please log in using the link at the top of the page to see this article and all subscriber-only content.