Archive for category: Marketing

What is marketing for anyway?

Many wine producers remain caught in a negative feedback loop of producing commodity products at lower prices in a buyer’s market. Can they learn something from a cardboard box? A few weeks ago I had the pleasure of giving the keynote…

Minorities vs majorities

Consumer behaviour is fraught with misplaced assumptions and paradoxes designed to catch out unwary brand managers. But there are some powerful learnings for those willing to embrace the topic in all its contradictory glory   The…

Signalling effect: Go big or go home

Do consumers care if a brand is marketing itself in an expensive way? An expensive engagement ring signals long term commitment rather than short term intention; a hand-written letter signals thoughtful and planned care rather than last minute…

Eco matters

Wines made using organic, biodynamic and sustainable practices are becoming better known, but consumer confusion persists

The choice monster

Proliferation of options in consumer goods is a fact of 21st century life, but is it a good thing?

Marking your territory

Regions the world over know the value of establishing “territory brands” – but to do so they need a coherent agreed strategy

Does wine tourism boost sales?

Evidence from Friuli Venezia Giulia suggests that tourism can create a legion of ambassadors for a region’s wine offering

From a land down under

A radical overhaul of alcohol taxation and innovative packaging design could have a deep and lasting impact on the Australian wine market Last week, Wine Intelligence’s London office welcomed Australia & New Zealand Country Manager…

Back to reality

A few reasons to challenge accepted wisdom on Millennials and the wine category MUST: Fermenting Ideas, a brand-new wine summit launched this summer in suburban Lisbon, has just announced it will return next year. A forum where winemakers,…