Posts tagged as:

Branding

European consumers loyal to their wine brands

May 11, 2009

A short study conducted by Gfk among wine consumers of 9 European countries (Germany, France, UK, Italy, Netherlands, Austria, Spain, Russia, Poland) brought good news to wine brands: European consumers are loyal to their favorite brands. Asked if they would consider switching to a similar but cheaper brand, an average of 67% said they would [...]

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Napa Valley’s historical roots

January 8, 2009

To a lot of wine drinkers around the world, there is the Old World of wine – mainly Europe – and the New World of wines – mainly the US, Australia or South America. Andy Beckstaffer, one of the most prominent grape growers in Napa Valley, initiated a research to map the old vineyards of [...]

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A funny Monkey in Australia: new brand and Web 2.0

January 6, 2009

At the end of last year, I was contacted by Sid Patel, Marketing Director of The Friday Monkey wines from Australia. Since I didn’t know this brand, I was curious enough as to look for it on the web. The web site is clean, user-friendly and answers most questions of somebody who didn’t drink their [...]

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Niche branding or narrow branding?

January 5, 2009

In those lean times, a marketer feels compelled to define the best strategy at the lowest budget, especially for mediuim-sized brands. In his article “Brands:Taking a narrow view”, published on brandchannel.com, Chris Heile suggests that narrow branding “embraces the positive qualities of the brand, sharing them in more detail with customers. Think of it as [...]

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"the ones that innovate will continue to grow"

December 22, 2008

This is the positive statement of Harvey Chaplin, Chairman and Chief of Southern Wine and Spirits, as quoted in Wine&SpiritsDaily newsletter. Chaplin is convinced that there will be growth in the wine business as new generations come to legal drinking age and get interested in wine and spirits. It may not grow at the same [...]

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Twitter for a brand?

December 15, 2008

Dr. Mark Drapeau thinks brands should be banned from Twitter. Why? “Not unlike Facebook and other sites, every account would represent a person using a real name, location, and picture”, wrote Drapeau. “New users would find having only real, authentic people on Twitter more attractive.” As a Twitter user, I can say most people I [...]

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Is it good to be a value brand?

December 9, 2008

Today’s WineSpiritsDaily newsletter is titled: “It’s good to be value”. According to its author, “After years of little or no growth, value brands are starting to gain share and grow at a faster rate, as seen in Nielsen numbers to October 18. Dollar sales of value spirits grew 2.4% in the 52 weeks, 3.2% in [...]

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Scent marketing for wine?

December 8, 2008

80% of brand communication is visual or auditory. “According to the Sense of Smell Institute in New York, the average human being is able to recognize approximately 10,000 different odors. People can recall smells with 65 percent accuracy after a year, while the visual recall of photos decreases to about 50 percent after only three [...]

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How to create a "Wines of Hungary" Brand

November 7, 2008

When people think Hungary, they see Tokaji. But Hungary has many other wines and, until very recently, no professional body to represent them on the international markets. Wine producers now have a promotional body: Wines of Hungary. “In terms of international promotion, our major strategic goal is to build up the Wines of Hungary brand,” [...]

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