Brighter Note

Wines & Vines, Sept, 2001 by Philip E. Hiaring

De Loach Vineyards in Sonoma is marketing "outside the bottle." What this means is that the winery is targeting potential customers who may not be the usual suspects. De Loach is sponsoring the 2002 E-Style.com Women's Tennis Classic in Manhattan Beach, Calif. It's clear that De Loach is trying to expand the consumer base, and we applaud that effort.

Michael De Leach, president of the winery, pointed out what should be the obvious in wine marketing: "Taking a step beyond normal marketing channels." For what it's worth, De Leach has set up marketing agreements with such entities as "The Hollywood Reporter," Bang & Olfsen (huh?) and Tiffany & Co.