GREENWICH, Conn. -- Great Brands of Europe here has embarked on a process of learning which retail stores deserve the lion's share of marketing support for its Evian brand of mineral water. From a pilot begun two months ago, the company has learned to identify certain stores that are selling "a very large multiple" of the average amount of the brand, said Greg Fea, vice president of sales for Great Brands of Europe. Evian is a niche product if there ever was one. Its consumers make up ...

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