International Conference in Paris on Wine Marketing and Brands

On March 7, 2008 at the Press Club of Paris, 8 rue jean Goujon, an international conference will take place where several presentations will be about wine brands. One of the study cases presented in "Wine Brands" will be developed by its own creator: James de Roany, from Château Beaulieu en Provence, will talk about his new brand "Rosé de Provence".

I'll be there!

Strategies to access large international markets for wine
Study of true-life experiences- Brands and geographic denominations

1. Brands and geographic denominations: complementary or in denial?

- Brands and wine appellations, do they complement each other? - Success analysis and prospects: Yves Bénard, Chairman, Wine & Spirits board INAO
- Wine brand strategies: the new world experience: Peter Hayes, OIV Chairman

2. Relevance of " umbrella " geographic denominations: fame and size of supplying production areas

- The creation of the regional " Vins de Loire " denomination, export prospects: Pierre Aguilas
- Regional gathering of AOC wine appellations in the Languedoc, Jacques Fanet AOC Languedoc
- Creation of new wine appellations: the Tuscan experience : Stefano Barzagli, Assessorato Agricoltura Regione Toscana

3. Brand and denomination creativeness - role in recent launches

- Inventiveness in brand creation to increase supply area and develop sales: James de Roany (PGA Domaines - Château Beaulieu)
- An export experience in Great-Britain: Christophe Palmowski (Vignerons Catalans)
- An original way to access the US market through Florida: Lorenzo Zonin (Zonin SA, Italie)

4. The export wine strategy of major companies

- International presence of a large international group: Adrian Keogh (Pernod-Ricard)
- The conquest of Asian markets: Juan-Maria Torres (Torres Sa)

Presentation of "Wine Brands"

The subject of wine marketing is widely treated by practitioners, wine marketing experts as well as many organizations in many countries. But we are now entering a new era for marketers: peers trust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. Every few months new technologies, new devices and new practices require analysis, creative processes and adaptation to the wine business.

Wine business is booming in many parts of the world (the NewWorld) and losing ground in Old Europe, the birth place of the industry. Many experts point at various reasons but the main cultprits can be downsized to one major reason: in the Old World, wine is still perceived as a local product while in the New World it already gained an international status and image.

E-marketing is a global strategy based on a transcultural approach of new behavourial patterns in traditional and emerging markets. For the first time we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviours. This finer knowledge of new trends allows us to better understand wine brands in a very competitive and staurated market. This practical new book is written in an easy and accessible style. Illustrated with many case studies from around the world, it describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.

"Wine Brands" is available on pre-order on amazon.com.