Management and marketing at Beringer Vineyards and Wine World, Inc.
By: Michael Moone ; with an introduction by Charles A. Carpy ; an interview conducted by Lisa Jacobson in 1989 ; Regional Oral History Office, The Bancroft Library, University of California, Berkeley,
Contributors: Jacobson, Lisa.; Bancroft Library. Regional Oral History Office.
Published: 1990
Subjects: Beringer Vineyards (St. Helena, Calif.); Wine World Estates, Inc.; Wine and wine making -- California -- History.; Vintners -- California -- Interviews.
Genres: Interviews.
Other titles: Wine spectator California winemen oral history series.
Description: Topics covered: Moone's career as salesman with Procter & Gamble; Beringer Vineyards and its umbrella company, Wine World, Inc., 1973-1989; marketing in the 1970s; Beringer President Richard Maher, sales and pricing, Los Hermanos label; revitalization of Beringer under Nestlé; acquisitions of Souverain Cellars, Asti winery, and Estrella River Winery; developing premium brands; export markets; wine industry organizations.