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Chateau Chien Taureau  (idea #120)
Date: 2004-04-02 
Category: Consumable / Beverage
Price: Two cases
Target Audience: California State University, Fresno

Description: Many people don't realize that Fresno State University produces some really good wines out of its Viticulture and Enology department. But unfortunately, the "Fresno State Winery" appellation is a turn-off for more closed-minded varietal consumers. Enter Chateau Chien Taureau, Fresno State's new, upscale wine label. They're some of the exact same award-winning wines that are bottled under the Fresno State label-- specifically, their Cabernet, Syrah, Barbera, Muscat, and Orange Muscat (and not their Tailgate Red). But they cost a few dollars more and have a fancier-sounding name, in order to appeal to the insecure wine buyer. It's that simple, and everyone wins: Certain consumers get a whole new set of wines that they can accept and enjoy, and Fresno State University gets another source of income-- which they desperately need these days, just like all public educational institutions in California.

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