![]() In fact, Geerlings & Wade owns more than 20 names, which it uses on domestic wines it buys at low prices in the California bulk-wine market. The more expensive labels often bear familiar names like Joseph Phelps, the Napa Valley winery, and the Hospice de Beaune in Burgundy, but the lower-priced wines often have little-known or unknown names. Prices range from as little as $7 a bottle to as much as $80 for a wide variety of domestic and imported wines. Geerlings & Wade's own customers can buy its wines only in six- and 12-bottle cases. ''We've done them for Century 21 and the Brookstone chain,'' said Jay Essa, the president and chief executive, referring to the real estate company and the catalogue and retail concern. It has also run programs like the one it has set up for Brooks Brothers. Geerlings & Wade sells directly to most of its customers, attracting them to its own wine club through brochures, catalogues and telephone sales. Brooks Brothers' program is run by Geerlings & Wade, a 20-year-old direct marketer of wine and wine-associated products in Canton, Mass., near Boston. How does a clothing business come to address its customers in wine jargon? It hires someone else to do the job. Its brochure assures that ''these are wines to remember full-bodied, crisp, or classic.'' No need for concern, Brooks Brothers says. Members can select the color of their wines - all red, all white or a mixed order of red and white - but not the wines themselves. ![]() The shipping charge, $6.95 a month, will be waived for the first month for the store's charge-card holders. Knowledgeable customers can usually do just as well or better in wine shops.īrooks Brothers Cellar subscribers can order two bottles of wine a month for a minimum of three months for a total of $90, or $15 a bottle. Money-saving claims are difficult to back up because many of the labels are obscure or unknown. Mail-order wine is billed as a bargain but rarely is, if for no other reason than that the customer must pay shipping charges. Its specialty is personalizing the labels for weddings and birthdays. Windsor sells only its own wines, generally priced at $9 to $20. Windsor Vineyards, a subsidiary of Rodney Strong Vineyards in Windsor, Calif., in Sonoma County, has sold wine by mail for more than 30 years. It has immense possibilities, and we plan to exploit them all.'' ''Brooks Brothers is a slumbering giant,'' said Barbara Barry, a Los Angeles designer hired to polish the company image.Īs Paul Gitter, the Brooks Brothers executive overseeing the wine program, put it: ''This is a life-style brand. The company recently licensed its name to a line of eyewear. Brooks Brothers Cellar is the latest in a series of moves by the clothier to attract a newer, younger clientele and update its image while taking advantage of its famous name.
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