The efficiency of the scarcity argument will be dealt with analyzing three price tiers. Tier 1 will include wines valued several tens of thousands of dollars. Tier 2 will deal with wines costing up to several thousand dollars and Tier 3 will concern premium and super-premium wines, going from 17 to 100 dollars. In each case, other arguments might complete or interfere with the scarcity element.
A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. A wine brand is strong when it has a high awareness level among customers, a high emotional connection with them, and has built a long-term relationship with them. This translates into both hard data Key Performance Indicators (KPIs) such as price, strength of distribution channels, sales level and its evolution, presence in social medial and soft data KPIs such as brand awareness and brand value. All wineries will not grant the same importance to all indicators, depending on size and ensuing strategic focus.
Not only are cooperatives important players, they have been also improving in the past years due to the pressure of market forces. Many have internal factors that contribute to their success and have a bright future ahead, provided they take into account the current threats they are facing.
Terroir is a word that many wineries in the industry are using to convince the consumer to buy their wines. It is a compelling argument linked to authenticity, craftmanship and high-quality wines. However, the terroir concept is not adapted to all kinds of wines as will be seen below. A premium wine is a wine sold between above 12 GBP RRP. Terroir is a special character given by the vineyard and its environment to the wines. It is a distinctive taste deriving from growing conditions. Through a SWOT grid (Strengths, Weaknesses, Opportunities, Threats), this essay will analyze the situations where terroir should be used to position and market a premium wine and which situations should use other arguments, such as brand or production philosophy depending on the aim of the producer.
Summary: This article is the English-translated version of the Chinese article《普洛塞克起泡酒的推广建议》,published in Issue 88 of Fine Wine and Liquor and written by a journalist who attended Vino in Villa several times. Welcome to contact Fine Wine and Liquor (a magazine about wine and liquor focusing on China market since 2001) to have more professional analysis, consultation, feedback, suggestion about your wineries, brands, regions, etc.