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Essay / Research Paper Abstract
A 5 page paper discussing how a Pacific Northwest winery could add a line of high-end nonalcoholic juices to its production for added revenues. The wine industry has been in a slump for some time, and this line is seen as being an effective means of increasing revenues while the industry is in recovery. The juices will be under private label so as not to dilute the brand of the Pacific Northwest winery producing them. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgWCoolr.rtf
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Unformatted sample text from the term paper:
be much more aware of our vices and thoughtful in the ways that we indulge in them. Sales of distilled spirits have been declining for more than 20 years,
but we are not consuming less alcohol as a result of that decline (Cuneo, 2002). Many investigated wines after the medical community discovered the benefits of compounds contained in
the skins of the grapes used to make red wine, and white wine became the acceptable generic drink of choice some years ago.
The purpose here is to investigate the feasibility of developing and marketing a private label bottled drink consisting of fruit juice and wine. The product is intended to be
a higher-end wine cooler than currently exists, using the product and expertise of Maryhill Winery in Goldendale, Washington. Blend Market
Wine coolers also have grown in popularity as we seek to enjoy a few drinks while yet restricting alcohol intake. The leading companies offering
these fruity drinks generally have settled into product categories as if agreeing among themselves that each would address a specific component of the market. Gallo remains with the wine-based
identity, while Seagrams focuses on stressing fruit content with tropical names. Other producers generally concentrate on the fruit or juice aspect of their drinks as well. Bartles and
James also offers the fruit-based coolers but distinguish their products from Seagrams by using the names of standard mixed drinks that traditionally have used rum or some other lighter liquor
as an ingredient (i.e., Fuzzy Navel, Margarita). These coolers have been available for several years and have come to be an integral part
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