Professional Documents
Culture Documents
Branding & The Future of The Wine Industry
Branding & The Future of The Wine Industry
Benefits
Features
• My region is as big as Chile
• Our chateau was built in 1653
• We won a medal at the Indian Wine
Challenge
• Our vines are very old
Benefits
• Our wine will excite your taste buds
• Serving our wine will make you look more sophisticated
• Our organic wine will make you feel healthier.
• Our lower alcohol wine will make you less drunk.
• Our Sustainable/Organic/Fairtrade wine will make you
feel like a better person.
• Our Shiraz will make your hamburger taste better
• Drinking our Zinfandel will make your wife/husband
seem more attractive.
The Chinese menu
When diners in a Chinese restaurant
complain about not being able to
understand the Chinese-language
menu, the answer does NOT lie in
expecting them to learn Chinese.
(But that’s not the way the wine industry
thinks. For many people “Education” is
the answer to all of the industry’s
problems.)
A Chinese-menu wine bottle
Do you know what this white Italian wine
is likely to taste like? Sweet? Dry?
Rich? Steely?
Where was it
produced?
What is it made
from?
Is the New World really so
much better?
What does
Mudgee contribute
to the
flavour/quality of
this wine?
Consumers are confused
Between grape varieties, regions and
brands…
There is a surprising amount
of confusion
As surveys carried out by firms like Wine
Intelligence for clients like Constellation
have revealed, many otherwise
apparently sophisticated and high-
income wine drinkers imagine Rioja and
Macon to be grapes…
My own, newly-launched research
company DoILikeIt carried out a survey
of attendees at the London Wine Show
– consumers who paid £15 to attend a
wine exhibition revealed an interesting
lack of knowledge.
Region Brand Grape Don’t
Know
Moulis 33% 17% 21% 29%
Is it being “hand-sold?”
robertj@doilikeit.com