Wine Industry Execs on Brand Building in a Fragmented Market

Dear Client: Building a wine brand can be difficult, particularly in an increasingly fragmented market. Building brand equity is a key component. A panel of wine industry execs at the recent Unified Wine & Grape Symposium tackled brand equity and other issues. The panel included: Nicole Carter, president Merry Edwards Winery; Jordan Kivelstadt, founder Free Flow Wines; Pat Roney, Vintage Wine Estates chief; and Rick Tigner, Jackson Family Wines chief.BUILDING BRAND EQUITY. How do you create brand equity? "For me, brand building