Early in Spectrum Wine's history the decision was made to advertise in select wine publications and mainstream publications to establish the company's branding. To launch the internet auction side of the business initially ads were run to increase the wine industry's awareness that there was a new player on the scene. Once this was done it opened the door for the focus to shift to social media and email campaigns that reinforced the Spectrum Wine brand and helped to get the company to where it is today at the same time cutting expensive advertising expenditures.