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.
The study's lead author told the Lubbock Avalanche-Journal that: "A lot of wineries put so much effort into improving the quality, but not as much attention is being paid to marketing." Natalia Kolyesnikova, an assistant professor at Tech whose family has been in the Ukrainian wine business for generations, authored the study.
Sadly, many people still consider Texas wine a gag gift and the wineries on the Texas plains, such as Llano Estacado Winery and Cap*Rock, are doing their best to combat the stereotypes. In keeping with a decades-old University tradition, the students of Texas Tech are also pitching in to help support this still-fermenting part of the Texas economy.
(Cowboy wine holder by DetailsArt)
