Building the Paul Masson Brand

Abstract

The evolution of the Paul Masson wine brand in the UK over a ten‐year period is described. An assessment is made of the various reasons for particular successes and failures during that period and the importance of thorough marketing is stressed.

Citation

Breach, P.E. (1989), "Building the Paul Masson Brand", European Journal of Marketing, Vol. 23 No. 9, pp. 27-30. https://doi.org/10.1108/EUM0000000000588