Pouring wines in new ways: marketing on the Web 1.0

Evelyne Resnick

Chapter Chapter 5 in Wine Brands, 2008, pp 95-127 from Palgrave Macmillan

Abstract: Abstract In the old days — prehistoric times for the Web — about 1995, an American woman, living in France and owner of one of the most prestigious Bordeaux estates, was painfully surfing the Net on a Compuserve connection at 9600 bps. She read people’s comments on her wines, and their version of the history of her beautiful Château. She thought it would be better to be in control herself of information about her company, as well as its image. In this way she could provide valuable and reliable information about making the wines, and the history of the estate and of Bordeaux, as well as providing tasting notes. That is why, and how, the first web site of one of the five Classified First Growths of Bordeaux, Château Haut-Brion, was born in 1996. Then the four others, at first very skeptical, built their own web sites in the following years.

Keywords: Internet User; Club Member; Brand Awareness; Lifestyle Magazine; Static Banner (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58373-3_6

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DOI: 10.1057/9780230583733_6

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