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Are wine brands built in the on-trade?

It is common to hear that “wine brands are built in the on-trade”, but are consumers really more exposed to brands in restaurants than they are when browsing for wine in supermarkets or specialist wine shops? Multiple times I have heard…
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Which wine label is a winner?

14 distinct categories of wine labels competing for wine drinkers’ attention As the design of wine labels evolves, so do consumer preferences. As with any other aesthetic medium, fashions come and go, and (to paraphrase Coco Chanel) certain…
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Consumers increasingly turning to safer and ‘local’ wine brands during the pandemic

As the pandemic continues to influence current consumer behaviour, drinkers in key wine markets are actively turning to safe, reliable and known - often local - wine brands at the expense of smaller market share and imported brands A consistent…
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Where wine brands have power

When looking at the number of wine brands consumers recall and purchase, the data shows a big variance by market – why is this? Starting next week, thousands of wine consumers around the world will be asked about their usage and attitude…
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The power of brand recognition

Why do certain wine brands achieve more traction than others in our 2020 Global Wine Brand Power Index? With third edition of the Wine Intelligence Global Wine Brand Power Index, some experienced readers may be growing familiar with some of…
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Ultra-differentiation in wine

Director for Spain and South America, Juan Park, discusses the development of underwater wine in Bilbao, and the importance and struggles of being ultra-different Marketing, at its best, is associated with bringing innovative products to market…
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Mindspace deficit alert

Being a powerful brand in a category as complex as wine has never been more important. Unfortunately, building that brand relationship in the consumer’s mind is getting harder. What makes a wine brand ‘powerful’ from a consumer perspective?…
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The ProWein Experience

The growing size and influence of the annual ProWein trade show offers a unique chance for attendees and exhibitors to reflect on their own values and competitive advantage. Most people can remember their first day at a new school: seemingly…
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The wine branding conundrum

To make brands work in the wine category, we need to recognise how they work