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ATTENTION WINE LOVERS...FOR THE PRICE OF A POSTAGE STAMP YOU COULD OWN A CABERNET VINEYARD

 FARMINGDALE, N.Y., June 22 /PRNewswire/ -- How would you like to become the owner of cabernet sauvignon vineyard for the mere cost of a postage stamp?
 Apparently, nothing is impossible in the world of marketing and, based on previous experience, the importers of Concha y Toro Chilean wines are convinced a lot of Americans would covet such a prize. Excelsior Wine & Spirits has announced a national sweepstakes, beginning July 1, themed, "You Not Only Win a Great Trip...You Win the Destination."
 According to Richard Condon, Excelsior's marketing director, a similar promotion conducted by the company in 1990 yielded dramatic results. "Tens of thousands of people entered the contest; it opened new markets for us, widened and deepened Concha y Toro distribution, improved the brand's positioning in supermarkets and, better yet, contributed to a 66 percent increase in sales that year."
 With Concha y Toro products now available from coast to coast, Mr. Condon expects even greater response. Contest rules are simple enough. Over the next six months, participants simply go to retail outlets where Concha y Toro wines are sold. After removing an entry form from a pad attached to a mass display, they fill in a few blanks and mail the form to contest headquarters. Winners will be selected early next year through a random drawing.
 Grand prize: an all-expenses-paid, week-long revel in Chilean wine, food and culture. High point of the South American trip will be a visit to Cajon del Maipo, a valley of overwhelming beauty in the heart of Chile's wine country. Here the winner will inspect a one-acre cabernet vineyard on which he or she now holds a 10-year lease and can euphorically reflect on an absentee owner's privilege; reaping the fruits of someone else's labor. Happily, in this case, all of the work in the decade ahead will be done by Concha y Toro's viti/vinicultural experts: tilling, planting, pruning, harvesting, vinifying, aging, bottling and labeling (with the winner's name). The winner's only real task -- and a pleasant one at that -- will be to enjoy with guests of his or her choosing the delectable contents of 10 cases of premium cabernet produced from that estate's grapes each year through 2004 A.D. Concha y Toro will arrange a shipment, vintage after vintage, directly to the winner's home.
 Like most contests, there are prizes for runners-up: 50 lucky winners will receive a set of four beautifully crafted Concha y Toro wine glasses, while 500 other people will be awarded corkpullers.
 Caveats: While product purchase is not required, the contest is valid only in states where such promotions are permitted by law, and no one under the age of 21 may enter, nor may anyone connected directly or indirectly with the wine and spirits trade.
 -0- 6/22/93
 /NOTE TO EDITORS: State regulations prohibit the Concha y Toro sweepstakes in Texas, Utah, North Carolina, California and Maryland.
 /CONTACT: Carm Tintle or Dave Wagner of Vinum Communications, Inc., 516-626-9200, or fax, 516-626-6282, for Excelsior Wine & Spirits/


CO: Excelsior Wine & Spirits ST: New York IN: FOD SU:

TM-MP -- NY002 -- 4354 06/22/93 08:00 EDT
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Publication:PR Newswire
Date:Jun 22, 1993
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