A discussion about branding is generally not a conversation anticipated with excitement. If you’re a marketing type it can be characterized as maybe interesting. But, promising most people an indepth discussion on the subject of wine branding; heck, we might have no one accepting an invitation to our dinner party. In reality, creating a brand image for wineries and wines can help the consumer to be smart buyers.
Because margins can be small for producers and a perponderance of producers are small, small margins impact the small producer profoundly. Branding can be expensive. So what can be done to entice consumers to try a brand they have never heard of before? Now we are talking about branding and it can be risky, even with great planning. Further, it is a lot of compromising.
What impact did branding have on the last bottle of wine you bought? Did you buy that wine because you knew some enticing fact about the winery, winemaker or their wine making processes? Did you buy a wine based upon a friend’s recommendation because they knew your preference for a certain varietal? Have your preferences for a wine changed over the past few years? Do you buy your wine based upon a random trial and found you liked that particular wine? Whatever the process you went through in buying a wine you have been impacted, to some degree, by branding. If you simply selected a wine based upon its price or label design, branding was involved.
Recently, I have had discussions concerning the process of business branding from a corporate perspective and a product perspective. Most of the emphases of these discussions have been specific to the value of branding a winery and their wines; predominately with small producers. Like most everything in business, decisions are generally based upon compromises in budgets, approach, etc. Obviously, the product of a winery is bottles of various varietal wines which are a disposable product that is consumed based upon ever changing sensory perceptions–mostly taste. I submit that the juxtaposition in branding a winery and their products makes this discussion difficult. For example, many wines I like and buy frequently, I don’t even know who produces them. Further, winery brands I recognize, some of their wines I don’t like for various subjective reasons.
Point being, in most branding discussions relating to the wine industry become con