VIDEO: Niche marketing -- Italian style

September 15, 2013 9:00pm

•  Why Italian-style wines are made from Lodi grapes

•  A local niche is found half a world away

Finding that niche in a highly competitive business can spell the difference between frustration and success.

Winemaker Jim Moore has done that by growing Italianate varieties of winegrapes in Lodi and then crafting award-winning Italian-style wines from them.

Here's how he does it:

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