1. Farida Waquar
7/7/2014
JOUR 536
OVERVIEW
California Wine Institute is an association representing over 1,000 wineries
and wine-related businesses all over California. They try to have an impact on public
policy to facilitate an environment that allows their members to produce wine and
for consumers to consume and enjoy wine. (“About”) They are a huge driver of
California’s economic growth through being leaders in sustainable wine growing,
heavy international marketing of California’s wines as well as collaborating with
California’s tourism board, Visit California to boost out-of-state tourism though
showing off the state’s myriad of food and wine pairing options. (“About”) They
currently have an issue that while increasing brand recognition for California wines,
they would like to stimulate sales of mid-range bottles (from $10-$25).
Communications goals include showcasing how unique California wines are in
relation to wines from other parts of the world, making it known that there are a
diverse array of wines and food pairing options that stem from wines produced in
California, and promoting awareness that California wines (specifically of the mid-
range variety) need to be a staple for many fun events in anyone’s life who is of legal
drinking age.
SWOT ANALYSIS
Strengths
 California Wine Institute has hundreds of mid-range wines to choose from
 It has been said that 2014 will be a bountiful year for mid-range wines. Wine
juice intended for $30 bottles of wine are being used in $15 bottles of wine.

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7/7/2014
JOUR 536
Because of this, mid-range wines will have more choice and selection (“2014:
A Good Year”)
 California makes 90% of all U.S. wine, and is the 4th largest producer after
France, Italy and Spain (“CA Stat Profile”)
 3 of every 5 bottles sold in the U.S. is a California wine, and California has a
57% market share in the U.S. (“CA Stat Profile”)
 Despite the California water drought, there is no shortage of wine production
(“Price Becoming”)
Weaknesses
 Wines priced over $40 – and especially over $69 – are in short supply (“2014:
A Good Year”)
Opportunities
 There has been an upward trend in wine consumption in the past few
decades in the U.S. (“Wine Consumption”)
 Young drinkers between the ages of 21-35 (Millennials) are becoming the
fast growing customers of the wine industry and can afford mid-range wines
with their entry- to mid- level salaries (Hsu 1)
 According to John Gillespie, Wine Market Council's president, "The take-away
is that while baby boomers are still technically our best customers,
Millennials as a group … are the single most dynamic target for wine
marketers.” (Hsu 1) There are many media touchpoints to reach Millennials.

3. Farida Waquar
7/7/2014
JOUR 536
 Wine drinkers are moving up to more expensive wines on their own, causing
growth for mid-range wines (“Price Becoming”)
 The majority of wine purchasers buy mid-range or low-range wine. (“Who
Buys Wine”)
 Luxury wines and those priced between $10-18 are slated to see the greatest
growth in demand during 2014. (“Wine Report”)
Threats
 There are many competitive wine businesses also using social media and
wine deals to promote themselves
 Millennials are consuming more foreign wines instead of domestic wines
(“2014: A Good Year”)
 2013 was a "good but not great" year for wine sales (“2014: A Good Year”)
 Budget wines are slowing in growth to alcoholic drinks like craft beers,
flavored spirits and ciders (“Price Becoming”)
Strategic Implications:
 There is going to be an abundance of high quality mid-range wines on the
market in 2014, many of which California Wine Institute already supports,.
Consumers are slated to have high demand for these mid-range wines in
2014. Most wine drinkers already buy low-to mid-range wines and budget
shoppers are starting to shell out a few extra dollars for mid-range wines.
Also, despite the market demand for mid-range wines and California’s

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7/7/2014
JOUR 536
position as the market leader in domestic wine, the California Wine Institute
hasn’t done a good enough job promoting to their target demographic and
will need to work especially hard to market to Millennials (a subset with lots
of potential to be marketed to) who seem to favor international wines over
domestic.
TARGET AUDIENCES
Restaurants/Bar
s in the US
Owners Sommalier
s
Bartender
s
Waiters Customer
s
Influencers Foodie
bloggers
Magazine
– lifestyle
writers
Newspape
r –
Lifestyle
writers
Food & wine
writers/criti
cs
Celebrity
chefs
Suppliers
Investors of
wineries
Competitors
Supermarket/dr
ug store/liquor
store/wine shops
Owners Employee
s
Buyers Customers
Vineyard/wine
company
employees
Wine drinkers
21+ Female
Millennial
s
Generatio
n X
Baby
Boomers
Wine drinkers
21+ -Male
Millennial
s
Generatio
n X
Baby
Boomers
Novice wine
drinkers – 21+
Female
Millennial
s
Generatio
n X
Baby
Boomers
Novice wine
drinkers – 21+
Male
Millennial
s
Generatio
n X
Baby
Boomers
COMMUNICATIONS STRATEGY
The cells highlighted in yellow represent the key target audiences we wish to
promote the mid-range wines to in hopes that their sales and awareness will

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7/7/2014
JOUR 536
increase. Point-of-purchase locations such as bars and restaurants serving our
wines as well as retail locations such as grocery stores, drug stores, liquor stores
and wine shops are one group we hope to spread awareness to. The others are male
and female wine drinkers 21+ both of whom are either experienced or novice wine
drinkers (those less familiar with wine). We will focus our efforts both on
Millennials and Generation X demographics. We are focusing on Generation X
because, “Millennials still buy a very small amount of wine compared to baby
boomers and the oft-ignored Generation X, which spends a higher proportion of its
income on wine than any other generation.” (“2014: A Good Year”) Also, although
Millennials don’t currently purchase as much wine as the older generations, many
Baby Boomer wine drinkers are trying to cut back, according to research group,
IBISWorld. (Hsu 1) According to the Wine Market Council, “Young drinkers are
enthusiastic wine students having been more exposed to wine at an earlier age than
their parents. More than half are boosting their wine consumption.” (Hsu 1) These
“young drinkers” are the fastest growing consumers (“Wine Riot”) at 70 million
strong and already show potential as a good target market as they are interested in
the craft beer craze as well. (Hsu 1) According to John Gillespie, Wine Market
Council's president, "The take-away is that while baby boomers are still technically
our best customers, Millennials as a group … are the single most dynamic target for
wine marketers.” (Hsu 1) Millennials have many decades ahead of their lives to be
long-time wine drinkers and be marketed to by wineries. Generation X also still
have a few decades left to be marketed to. Also currently, Millennials have been
starting their wine exploration by drinking foreign wines, and a need has been met

6. Farida Waquar
7/7/2014
JOUR 536
for the California wine industry to create a nationwide rebranded marketing effort
to lure this group in. (“2014: A Good Year”)
For our communication strategy, the females (experienced and novice) will
have the same media outlets to be targeted from. These include female-centric TV
show segments, print magazines and online blogs. From a social media standpoint,
we will also use Pinterest but not on men our male audiences, as 70% of females use
Pinterest. (“The 1 Big”) We’d emphasize more about fun ideas of how wine can be
fun and incorporated into parties and social gatherings. For the experienced female
drinkers, we’d emphasize how you can create a twist-on-the-classic wine drink by
offering tips on how to make sangria, wine sparklers etc. for fun, themed parties.
For the novice female drinkers, the messaging is more about wine basics. These can
include, what is the difference between red/white, types of variations of wine within
each type, how to pick a bottle, types of wine glasses, etc.
For males (both experienced and novice) the emphasis will be more on how
wine can be similar to their existing drinking repertoire that typically contains
whiskey and beer. Since many males tend to drink wine solely on dates or on
occasions with their significant others, much of the communication will be about the
best way to incorporate wine into their romantic date or acquiring knowledge to
impress their date. For the experienced drinkers, communication will be more
about advanced knowledge of wines, whereas for the novice drinkers,
communication will be about learning the basics such as, how to pick out a bottle of
wine, what the best way is to taste wine, good food pairings with meats such as
seafood, etc.

7. Farida Waquar
7/7/2014
JOUR 536
There will also be a theme of incorporating drinking wine with California
travel, which is fitting since the California Wine Institute already has a partnership
with Visit California. We will promote wineries up and down the California coastline
at destinations that tourists will plan on visiting. In addition, during our
communication, we will mostly show examples of how our mid-range wines can be
used in recipes like sangria and wine spritzers and when describing the variations
of red and white wines, offer flavor profiles utilizing examples of our mid-range
wines. Because we are trying to target potential buyers of mid-range wines, we will
not use niche wine blogs or publications in our communication efforts, as “Only 11
percent of non-high-end buyers read wine blogs.” (“Who Buys Wine”)

8. Farida Waquar
7/7/2014
JOUR 536
Media Grid
Audience Tactic Message/Pitch Media Channel - Examples
Experienced
wine
drinkers -
Female
MEDIA
RELATIONS
TRADITIONAL
National
(and local)
TV Morning
Shows
Media
Relations
California wines
are one-of-a-kind
and can be
incorporated in fun
drinks for any
social occasion (i.e.
4th of July wine
sparklers) and
show how to create
these twist-on-the-
classic drinks
The TODAY Show (Kathie
Lee & Hoda’s segment – as
they drink wine on the
regular)
Good Morning America
My Fox L.A., My Fox Chicago,
My Fox Boston, etc
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
vineyards & spots
to relax and enjoy a
glass of wine while
driving up the
coast on your next
vacation
NBC’s 1st Look TV
Travel Channel
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are one-of-a-kind
and can be
incorporated in fun
drinks for any
social occasion (i.e.
4th of July wine
sparklers, sangria)
and show how to
create these twist-
on-the-classic
Glamour
Cosmopolitan

9. Farida Waquar
7/7/2014
JOUR 536
drinks
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. (We’ll
display mid-range
bottles as examples
throughout the
piece)
Women’s Health
Self
Magazines –
Gossip
Weeklies
Celebrities’
favorite California
wines and cool
recipes to create
wine cocktails
anything but
ordinary (We’ll
display mid-range
bottles as examples
throughout the
piece)
People
Star
In Touch Weekly
US Weekly
OK!
National Enquirer
MEDIA
RELATIONS
TRADIGITAL
Lifestyle
Bloggers
Blogger
Relations
Mid-range wines
and wine cocktails
can be
incorporated into
many fun party
and life occasions
and are easy to
serve. Your friends
will love these
drinks!
Cupcakesandcashmere.com
Sheknows.com
Abeautifulmess.com
Laurenconrad.com
Joannagoddard.blogspot.com
Thedivineaddiction.com
Avenustrappedinmars.com
Online
Media
Outlets
Online media
relations
Have an interactive
quiz to determine
what (mid-range)
wine fits in with
your lifestyle and
also have a video of
interesting food
pairings that one
wouldn’t think
wine can go with
Buzzfeed
Online Online media California wines Yum Sugar

10. Farida Waquar
7/7/2014
JOUR 536
Media
Outlets
relations are one-of-a-kind
and can be
incorporated in fun
drinks for any
social occasion (i.e.
4th of July wine
sparklers) and
show how to create
these twist-on-the-
classic drinks
Huffington Post (Food &
Drink section)
Online
Media
Outlets
Online Media
Relations
These restaurants
that are known as
“Best of” which
also carry our mid-
range wines clearly
carry wines that
are high-caliber at
these top
restaurants.
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
and Urban Daddy
Social Media
(For female
regular
drinkers
and novices)
Twitter
Instagram
Facebook
YouTube
Pinterest
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
“Explore
California!”
Twitter/Instagram:
Reply to
@CalifWines_US
with a picture of
you at a California
vineyard enjoying
your favorite wine
with the hashtag
#explorecalifornia.
Win four tickets to
the Los Angeles
Food & Wine
Festival. Must be
21+ to enter.
Facebook: “Like”
California Wines

11. Farida Waquar
7/7/2014
JOUR 536
page and enter
your contact
information on our
“Explore
California” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley. Must be 21+
to enter.
YouTube: Post a
reaction video to
our “Junk food and
wines pairing”
video posted on
the California
Wines YouTube
page for a chance
to win a case of
your favorite
California wine!
Must be 21+ to
enter.
Pinterest: Create a
pinboard of your
ideal summer
party and include
pins that
incorporate our
wines into the
party. They can be
used as cocktails or
straight up! Use
hashtag
#summersoiree
Must be 21+ to
enter.
Pinterest: Will also
display pinboards
with fun
suggestions to

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7/7/2014
JOUR 536
incorporate mid-
range wines and
wine cocktails into
party and life
occasions, and
special food
pairings
Novice wine
drinkers -
Female
MEDIA
RELATIONS
TRADITIONAL
National
(and local)
TV Morning
Shows
Media
Relations
California wines
are easy to
understand. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
The TODAY Show (Kathie
Lee & Hoda’s segment – as
they drink wine on the
regular)
Good Morning America
My Fox L.A., My Fox Chicago,
My Fox Boston, etc
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
wineries & spots to
relax and enjoy a
glass of wine while
driving up the
coast on your next
vacation
NBC’s 1st Look TV
Travel Channel
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are easy to
understand. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
Glamour
Cosmopolitan
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. The
Women’s Health
Self

13. Farida Waquar
7/7/2014
JOUR 536
difference between
red and white
wines, etc. (We’ll
display mid-range
bottles as examples
throughout the
piece)
MEDIA
RELATIONS
TRADIGITAL
Lifestyle
Bloggers
Blogger
Relations
California wines
are easy to
understand. Here
are the ABC’s of
mid-range wines
and wine cocktails.
Your friends will
love these drinks!
Cupcakesandcashmere.com
Abeautifulmess.com
Laurenconrad.com
Joannagoddard.blogspot.com
Thedivineaddiction.com
Avenustrappedinmars.com
Online
Media
Outlets
Online media
relations
Take an interactive
quiz to determine
how much you
know about wine,
then learn the
answers, and
educate others!
Buzzfeed
Online
Media
Outlets
Online media
relations
California wines
are easy to
understand. Learn
answers to: How
do I pick out a
bottle of wine?
What is the best
way to taste wine?
What are good
food pairings with
seafood?
Yum Sugar
Huffington Post (food &
drink section)
Sheknows.com
Online
Media
Outlets
Online Media
Relations
Learn about
venues that are
having wine
tastings and get
tutorials about the
ABC’s of wine
while learning
about select mid-
range wines
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
Urban Daddy

14. Farida Waquar
7/7/2014
JOUR 536
Social Media
(For female
regular
drinkers
and novices)
Twitter
Facebook
YouTube
Pinterest
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
Twitter: Twitter
chat. We’ll host an
afternoon session
on our
@CalifWines_US
handle moderating
a Q&A session
about choosing
wines, wine care,
the what makes
sparking wines
sparkle, and more!
The hashtag is
#Wine101
Facebook: “Like”
California Wines
page and enter
your contact
information on our
“Wine 101” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley to have a
course with a
world-renown
sommelier. Must
be 21+ to enter.
YouTube: Post a
reaction video to
our “ABCs of wine”
video posted on
the California
Wines YouTube
page for a chance

15. Farida Waquar
7/7/2014
JOUR 536
to win a one-on-
one cooking
session with a
world-renowned
chef and learning
course with a
sommalier! Must
be 21+ to enter.
Pinterest: We’ll
create pinboards
which show
different types of
wine and regions
of wine in
California. We’ll
also have
infographics
pinned which also
show “How to
choose a bottle of
wine” “great
cheese and wine
pairings” “great
meat and wine
pairings” “how
long to store wine”
“types of wine
glasses” etc.
Experienced
wine
drinkers -
Male
MEDIA
RELATIONS
TRADITIONAL
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
wineries & spots to
relax with your
significant other
and enjoy a glass of
NBC’s 1st Look TV
Travel Channel

16. Farida Waquar
7/7/2014
JOUR 536
wine while driving
up the coast on
your next getaway
for two.
National TV
Shows
Media
Relations
If you like these
types of
whiskey/beers,
you will like these
California wines.
(Show on a
lifestyle-oriented
TV show)
Esquire Network
Spike TV
Local Radio
Shows
Media
Relations
If you like these
types of
whiskey/beers,
you will like these
California wines.
Also learn how to
pick a wine to
match any kind of
southern BBQ
KROQ Kevin & Bean Show
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are one-of-a-kind
and perfect for a
romantic date.
Also, if you like
these types of
whiskey/beers,
you will like these
wines.
GQ
Esquire Magazine
Maxim Magazine
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. (We’ll
display mid-range
bottles as examples
throughout the
piece)
Men’s Health
MEDIA
RELATIONS
TRADIGITAL
Online
Media
Outlets
Online media
relations
Take an interactive
quiz to determine
what wine fits in
Buzzfeed

17. Farida Waquar
7/7/2014
JOUR 536
with your lifestyle
and also watch a
video of interesting
food pairings that
one wouldn’t think
wine can go with!
Online
Media
Outlets
Online media
relations
If you like these
types of
whiskey/beers,
you will like these
wines. Learn how
to pick a wine to
match any kind of
southern BBQ, and
learn what wines
will impress your
significant other on
your next date
Askmen.com
Thrillist
Online
Media
Outlets
Online Media
Relations
These restaurants
that are known as
“Best of” (which
also carry our mid-
range wines)
clearly carry wines
that are high-
caliber at these top
restaurants.
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
and Urban Daddy
Social Media
(For female
regular
drinkers
and novices)
Twitter
Instagram
Facebook
YouTube
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
“Explore
California!”
Twitter/Instagram:
Reply to
@CalifWines_US
with a picture of
you at a California
vineyard enjoying
your favorite wine
with the hashtag
#explorecalifornia.

18. Farida Waquar
7/7/2014
JOUR 536
Win four tickets to
the Los Angeles
Food & Wine
Festival. Must be
21+ to enter.
Facebook: “Like”
California Wines
page and enter
your contact
information on our
“Explore
California” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley. Must be 21+
to enter.
YouTube: Post a
reaction video to
our “Junk food and
wines pairing”
video posted on
the California
Wines YouTube
page for a chance
to win a case of
your favorite
California wine!
Must be 21+ to
enter.
Novice wine
drinkers -
Male
MEDIA
RELATIONS
TRADITIONAL
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
wineries & spots to
NBC’s 1st Look TV
Travel Channel

19. Farida Waquar
7/7/2014
JOUR 536
relax with your
significant other
and enjoy a glass of
wine while driving
up the coast on
your next getaway
for two.
National TV
Shows
Media
Relations
California wines
are easy to
understand. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
(Show on a
lifestyle-oriented
TV show)
Esquire Network
Spike TV
Local Radio
Shows
Media
Relations
If you like these
types of
whiskey/beers,
then you will like
these wines. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
KROQ Kevin & Bean Show
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are easy to
understand. Learn
answers to
questions such as:
How do I pick out a
bottle of wine?
What is the best
way to taste wine?
What are good
food pairings with
seafood & other
meats? How you
can impress your
date by knowing
GQ
Esquire Magazine
Maxim Magazine

20. Farida Waquar
7/7/2014
JOUR 536
wine basics
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. (We’ll
display mid-range
bottles as examples
throughout the
piece)
Men’s Health
MEDIA
RELATIONS
TRADIGITAL
Online
Media
Outlets
Online media
relations
Take an interactive
quiz to determine
what wine fits in
with your lifestyle
and also have a
video of interesting
food pairings that
one wouldn’t think
wine can go with
Buzzfeed
Online
Media
Outlets
Online media
relations
California wines
are easy to
understand. Learn
answers to
questions such as:
How do I pick out a
bottle of wine?
What is the best
way to taste wine?
What are good
food pairings with
seafood & other
meats? How you
can impress your
date by knowing
wine basics
Askmen.com
Thrillist
Online
Media
Outlets
Online Media
Relations
Learn about
venues that are
having wine
tastings and get
tutorials about the
ABC’s of wine
while learning
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
and Urban Daddy

21. Farida Waquar
7/7/2014
JOUR 536
about select mid-
range wines
Social Media Twitter
Facebook
YouTube
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
Twitter: Twitter
chat. We’ll host an
afternoon session
on our
@CalifWines_US
handle moderating
a Q&A session
about choosing
wines, wine care,
the what makes
sparking wines
sparkle, and more!
Official hashtag
#Wine101
Facebook: “Like”
California Wines
page and enter
your contact
information on our
“Wine 101” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley to have a
course with a
world-renown
sommelier. Must
be 21+ to enter.
YouTube: Post a
reaction video to
our “ABCs of wine”
video posted on
the California
Wines YouTube

22. Farida Waquar
7/7/2014
JOUR 536
page for a chance
to win a one-on-
one cooking
session with a
world-renowned
chef and learning
course with a
sommalier! Must
be 21+ to enter.
All key
target
markets
PROMOTIONS
FACE-TO-
FACE
Event
Promotions
Wine & Food
Festivals
Have vendors of
mid-range wines
associated with
California Wine
Institute there to
have a booth and
educate interested
parties on the
unique attributes
and many
occasions to drink
these wines.
People can also
sample these wines
(perhaps offer
coupons as well)
Honda Gourmet Wine &
Food Festival
L.A. Wine & Food Festival
Second Glass’ Wine Riot
(national tour)
Event
Promotions
Point-of-
purchase retail
store
promotions
Have vendors of
mid-range wines
associated with
California Wine
Institute there on a
given afternoon to
educate interested
parties on the
unique attributes
and many
occasions to drink
these wines.
People can also
sample these wines
Supermarket/drug
stores/liquor stores/wine
shops

23. Farida Waquar
7/7/2014
JOUR 536
BIBLIOGRAPHY
“2014: A Good Year for buying $15 wines | Wine News & Features.” Online. 30 June
2014.
<http://www.wine-searcher.com/m/2014/01/2014--a-good-year-for-
buying--15-wines>
“About The California Wine Institute.” Online. 27 June 2014.
<http://www.wineinstitute.org/company>
(perhaps offer
coupons or a
special store sale
promotion that
day).
Event
Promotions
Restaurant and
bar
promotions
Waiters will tell
customers of
special deals on
California Wine
Institute-related
mid-range wines.
They will educate
interested parties
on the unique
attributes and
many occasions to
drink these wines.
There will also be
suggested food
pairing options and
a prix fixe menu.
Customers can
sample and order a
bottle or order by
the glass of these
wines with their
meal.
Restaurants and bars in
major US markets

24. Farida Waquar
7/7/2014
JOUR 536
“California Wine Profile 2013.” Online. 30 June 2013.
<http://www.wineinstitute.org/files/CA%20Wines%20Stat%20Profile%20
2013.pdf>
Hsu, Tiffany. "Wineries pour efforts in targeting younger drinkers." Los Angeles
Times. 01 Mar. 2013. Web. 19 Nov. 2013.
<http://articles.latimes.com/2013/mar/01/business/la-fi-young-wine-
drinkers-20130228>.
McMillan, Rob. "Wine Report – State of the Wine Industry: 2014." Silicon Valley
Bank. Web. 30 June. 2014.
<http://www.svb.com/uploadedFiles/Content/Blogs/Wine_Report/2014_Repo
rt/wine-report-2014-pdf.pdf>
“Price Becoming "No. 1 Weapon" in U.S. Wine Market.” Online. 30 June 2014.
<http://www.wine-searcher.com/m/2014/01/price-becoming-no-1-
weapon-in+us-wine-market>
“The 1 Big Difference Between How Men and Women Use Pinterest.” Online. 3 July
2014.
<http://www.convinceandconvert.com/social-media-research/the-1-big-
difference-between-how-men-and-women-use-pinterest/>

25. Farida Waquar
7/7/2014
JOUR 536
“Who Buys Wine Over $20?” Online. 30 June 2014.
<http://www.wine-searcher.com/m/2014/02/who-drinks-wine-over-20-
dollars>
“Wine Consumption in the U.S.” Online. 30 June 2014.
<http://www.wineinstitute.org/resources/statistics/article86>
"Wine Riot: Enjoy a New Take on Wine Tasting" The Travel Channel. Scripps
Networks Digital, 05 Oct. 2013. Web. 19 Nov. 2013.
<http://blog.travelchannel.com/the-traveling-type/2013/10/05/wine-riot-enjoy-a-
new-take-on-wine-tasting/>.