Texas Wine Makers Need More Buzz in Brand
June 26, 2009
According to 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.
The study 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.