Last week I had a look at successful brands, logos and slogans and now I would like to bring that closer to home – to the wine world. Traditionally there is quite a difference in the way the Old World and New World target wine marketing and branding and therefore I’ll deal with them separately.
Of all the Old World countries and in the wine world in general, France must be the country best known for wine and for some of the most famous wine brands. Think of Chateau Margaux, Pétrus, Romanée Conti, Yquem, Haut Brion, Mouton Rothschild, Cheval Blanc, Chateau Grillet and Hospices de Beaune. For anyone in the wine world and for many beyond that, these brands are immediately recognisable. And then we have not even touched on the fame of the Champagne brands – Moët & Chandon, Veuve Clicquot, GH Mumm, Laurent-Perrier, Piper-Heidsieck, Tattinger,
Perrier-Jouët, Bollinger, to name but a few.
Except for the default of being from the famous wine country of France, how have these brands established themselves? Was it because of the quality of the wine, the specific terroir, unique attributes, the history of the vineyards and estates, being at the right place at the right time, the right pricing, a dynamic owner, prestigious awards and accolades, excellent ratings from critics? Or did they develop a story and an experience around the brand?
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