Marketing | Wine the Gap

May 21, 2013 Posted by Chris

Wise words for wine communicators

I don’t know if this is her own phrase or not, but Helen McGinn of the Knackered Mothers’ Wine Club said something so simple and so true during her chat this morning at the London Wine Fair…

Fruit wines at Marks and Spencer

I am not sure how long these have been on the shelf, but I was interested to see these two bottles in my local M&S yesterday. Labelled as Sauvignon Blanc with Apples and Tempranillo Rose with Strawberries they are in the wine section but don’t use the word wine anywhere on the packaging. Fruit wines are nothing new but the way that these products are positioned is interesting. They are marketed... read more

May 15, 2013 Posted by Chris

Showrooming for wine?

Showrooming has emerged over the last few years as a common trend affecting high street retailers. More and more consumers shop online and without the costs of maintaining a physical store the online retailers can often provide better deals and flash discounts. If you haven’t heard of it, showrooming is basically when you visit a bricks-and-mortar retailer to try on, test or find a product that you... read more

Apr 17, 2013 Posted by Chris

Applying FMCG trends to wine marketing

The Brand Genetics website recently posted an article about a University of Cambridge’s Dragon’s Den style event with senior executives from global FMCG leading companies. One of the things to emerge from the event was a list of the top 40 innovation trends for global FMCG brands. It was provided by a group of people who you’d expect to know what they are talking about and the list is well worth consideration when looking at brand strategy over the next five years.

Malbec World Day 2013 – a refreshing generic campaign

Tomorrow is the third edition of the awkwardly-named Malbec World Day. It is an initiative of Wines of Argentina, where Malbec is now recognised as the national grape variety, with more than 30,000 acres of vineyards. It is a stand-out generic wine campaign in its approach, epitomised by the promotional video below. I can’t think of many other regional or generic campaigns that are such a departure... read more