Wine Brands is published

While I was speaking in New Orleans, Wine Brands was published. I left without a copy - to my dismay - since DHL lost my package. But this morning I had the pleasure of holding my book in my hands: it is always a great moment! I just hope you will enjoy reading the book as much as I enjoyed writing it.

I'm still trying to cope with emails, phone calls and work since I got back yesterday afternoon. Which means I'll be back on this blog tomorrow with plenty of news on the conference in New Orleans, web marketing and international markets.

More on emerging markets

Tomorrow we'll talk on emerging markets for the wine industry. I happen to find a rather interesting article by one of my colleagues, Uché Okwonko, author of Luxury Fashion Branding on luxury and emerging markets.

On her website, Uché created an online magazine on luxury. Her latest article, "Separating the Facts from the Fiction of the Emerging Luxury Markets", is related to emerging markets and I do think that a lot of her ideas are quite pertinent for the wine market:

"Before looking at the main features of each of the emerging markets, it is important to note that the emerging markets have unique characteristics that make it unrealistic for them to act as benchmarks for one another. For example, the socio-cultural attributes of China and Russia are so starkly different that it would be impossible to use the same parameters in their measurement. One thing the emerging markets have in common however is their current robust economies and the future promises this holds for luxury companies."

After she presented the main differences between the four emerging markets (Brazil, Russia, India and China), she concludes:

"The emerging luxury markets collectively hold promising futures for the luxury business but entry and successful business in each of these markets remains challenging as it ought to be approached through a sound set of strategies developed following an evaluation of the market’s specificities."

Meeting with Prof. Gregory Bressolles in Bordeaux

Today I had the pleasure of meeting Prof. Gregory Bressolles at the Bordeaux management School. Prof. Bressolles conducted a very interesting study on the French and international e-commerce sites in the wine business. He presented this study at the last Vinexpo in June 2007 and I was lucky enough to have a preview of this fascinating study. It revealed the backstage of wine selling on the Internet and the key success factors of this distribution channel at the international level: “The online wine market is expanding, exhibiting an annual growth rate of around 30%, writes Prof. Bressolles. Following the pattern of other consumer goods, the sale of wine on the Internet is experiencing growing success in France and throughout the world. Although this market still represents a very small proportion of the total market, it is estimated to be worth 100 million euros in France and slightly under 2 billion euros worldwide, that is 5% of global wine sales across all distribution channels. In France, more than 200 e-commerce sites share this market. However, three players generate turnover of more than 5 million euros each: 1855.com (€14.7m), Chateauonline.com (€9.4m) and WineandCo.com (€5.5m).”

Wine Brands gives you the results of that e-commerce barometer and the winners of the competition. Prof. Bressolles wants to expand his study to more international e-commerce sites and maybe renew it every year. We'll keep an eye on his work and will keep you posted on his next work.

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.