Comments on: Re-Branding, not an easy task http://www.winebrandsblog.com/2010/03/re-branding-not-an-easy-task/ International Digital Strategies for Wine Brands Thu, 09 Sep 2010 13:44:48 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Wine – where do you start? » Blog Archive » Fine Wines http://www.winebrandsblog.com/2010/03/re-branding-not-an-easy-task/comment-page-1/#comment-203 Wine – where do you start? » Blog Archive » Fine Wines Sun, 21 Mar 2010 12:04:34 +0000 http://www.winebrandsblog.com/?p=1382#comment-203 [...] Does re-branding a wine affect the link between the consumers and … [...] [...] Does re-branding a wine affect the link between the consumers and … [...]

]]> By: randulo http://www.winebrandsblog.com/2010/03/re-branding-not-an-easy-task/comment-page-1/#comment-181 randulo Wed, 10 Mar 2010 07:23:32 +0000 http://www.winebrandsblog.com/?p=1382#comment-181 One thing you neglected to mention is that similar disgruntled wine geeks who may already own the older labeled bottles they are grumbling about will perhaps see an increase in value of these... among other geeks. I read the thread in the Wine Pages forum and I believe it to be a perfect example of the difference between the wine geeks (what are they, 1% of the buying public?) and the discerning consumer. For the same reason that true Linux geeks hate Ubuntu and true PC geeks hate Apple, wine geeks hate when you make it easier to understand the nectar of the gods. There is no reason that wine should not be made accessible in its outer appearance, with user-friendly, memorable labels, understandable language and possibly even some idea of the acidity, "fruit-forwardness" and sweetness. Why would this be wrong, assuming the wine inside is identical? "If you build it, they will come" (Field of Dreams) can't be extrapolated to "if you make the wine, they will buy and drink it". You need to build a brand around a good wine and make people aware of this brand. We could say "if you build a brand, they will follow it". One thing you neglected to mention is that similar disgruntled wine geeks who may already own the older labeled bottles they are grumbling about will perhaps see an increase in value of these… among other geeks.

I read the thread in the Wine Pages forum and I believe it to be a perfect example of the difference between the wine geeks (what are they, 1% of the buying public?) and the discerning consumer.

For the same reason that true Linux geeks hate Ubuntu and true PC geeks hate Apple, wine geeks hate when you make it easier to understand the nectar of the gods. There is no reason that wine should not be made accessible in its outer appearance, with user-friendly, memorable labels, understandable language and possibly even some idea of the acidity, “fruit-forwardness” and sweetness. Why would this be wrong, assuming the wine inside is identical?

“If you build it, they will come” (Field of Dreams) can’t be extrapolated to “if you make the wine, they will buy and drink it”. You need to build a brand around a good wine and make people aware of this brand. We could say “if you build a brand, they will follow it”.

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