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How to position a wine brand

November 28, 2010

David Anthony Hance found 3 keys to success for a wine brand: the wine type or style, the personality or the place.  By wine type, he means a zinfandel or a Pinot Noir “burgundian style”, for example. Personality implies the brand is based on a person, such as Coach Ditka or Randall Grahm of Bonny […]

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A New French Wine Brand in the US

November 15, 2010

After the unfortunate recent failure of Chamarré it seems very brave to launch a new French brand on the US market.  The press release bears the rather off putting title : “300 Year Old French Winery Brings Prestigious Wine Appellations Into The 21st Century”. The 300 Year Old French Winery is Arnoux et Fils, family-owned […]

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Brands leading Growth in US markets

February 14, 2010

In spite of the financial crisis or maybe because of the financial crisis, a recent study of the 2008 edition of The U.S. Wine Market: Impact Databank Review and Forecast show that Americans are drinking more and better wines. The study seems to confirm that US wine drinkers keep away from low-end brands and favor […]

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Promoting a Collective Brand

February 10, 2010

One of the most interesting challenges for a wine marketer is promoting a collective brand. Champagne was certainly the most successful example of such a strategy: it is now synonymous with party, special occasion and pleasure. Unfortunately we know it backfired: consumers don’t see Champagne as an everyday drink but more as the special drink […]

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New name, new bottle, new label, new wine?

August 11, 2009

Second wines of classified growths have sometimes a hard time to have a life of their own and to be recognized by the consumers as high-quality wines. That’s why the story of the second wine of the famed Château Haut-Brion is so intriguing. For many years, the second wine of Château Haut-Brion was named after […]

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