Wine design: Study suggests wineries should invest in marketing over expense of tasty grapes

Phillip Anderson is excited about Sweet Rocking Red - the wine and the character.

The Cap*Rock Winery manager plans to introduce the new wine in July along with Rocking Red, the cartoonish singer who will be featured on its label.

It's a lesson stressed in a new study from the Texas Tech Wine Marketing Research Institute and the Rawls College of Business.

High brand awareness is more likely to lead to brand survival than high perception of wine quality, according to the study. It tracked the fates of 25 Texas wineries since 1991, when more than 900 Texas wine enthusiasts rated the quality and name recognition of the wineries' products.

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