Thursday, April 10, 2008

Wine brands must foster differences - WOSA

The product and concept offering of wine brands are becoming more generic. This is the view of Su Birch, CEO of WOSA


The European brands are all starting to look like the New World wines, and more and more the wines look as if they have been created to a recipe written by fmcg marketers. Birch adds that if the whole wine world goes in this direction, she wonders why the supermarkets would feel the need to stock more than a very few brands. Birch concluded that if the hundreds of thousands of brands that she saw at Prowein want to survive, the wine world needs to communicate a stronger sense of the people and places behind their wines, and foster the differences, not the similarities.


Social media marketing is the ideal tool to communicate a stronger sense of people and places behind the wine.


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