Slide 19 of 24
Notes:
- Listening and understanding our consumers, for example, lead us to change the name of Robert Mondavi Coastal to Robert Mondavi Private Selection last year, and we saw very positive consumer reaction to the name change and new packaging. As you can see here, we are continuing to phase out the “coastal” modifier [refer to slide] to reinforce the connection of these wines to the Robert Mondavi brand and all it connotes [click – refer to slide]. The quality of the Private Selection brand is especially high for wines that retail at around $12 to $15. Based on consumer research and positive response in the market, this new name and label do a much better job of communicating the quality distinction.
