(photo: from Artisans of Barossa)
Do you want the good news or the bad news first?
Well, let’s start with the bad news:
People are not really interested in your product. It’s sad, but true. Especially when it comes to wine, as there are so many options out there. These overwhelming options mostly result in scepticism rather than an enthusiasm about your product. Read More
Branding is not about creating an interesting label or a logo. Strategic branding focuses on building a sustainable reputation and visibility over time.
In my previous blog post, we’ve discussed the financial metrics of successful brands in the wine world. (Click to Read). This time let’s have a look at the brand-related metrics such as: Read More
William Metz, the founder of Precision Vine (www.precisionvine.com) answered my questions about the Drone-Based Technologies used in the vineyards! Here you go:
Could you tell us about your personal story and what Precision Vine is about?
I studied viticulture and enology at California Polytechnic University in California and quickly fell in love with the wine industry. During my studies, I took several breaks and gap years working in the California wine industry and in New Zealand. Through formal and informal education, I became very interested in the concept of precision viticulture. Read More
In Chapter I, I’ve mentioned how branding sounds extremely abstract for many people and that its power is usually underestimated. I’ve defined it as: “The reputation you build and the visibility you gain in time.” to ensure it’s not only seen as poetry.
In order to invest in your branding, you need to be convinced that strong brands make more sales and have better awareness, right? So let’s have a look at possible ways to measure their success: Read More
The more I meet mid and top level managers in the wine industry, the better I see how branding considerations are not on top of their list.
I believe that it’s a big mistake. Read More
There are currently 370 Masters of Wine and 236 Master Sommeliers in the world. Although these titles are highly respected, very few people actually know what it takes to get there.
To be honest, I did not know much about the content of Master Sommelier exam myself until I met Robert Ord during our yearly MW seminar in Adelaide this November. Robert is the only magician in the program (no, I am not kidding, we still don’t know how he kept on finding the card we selected among the deck). He is also the Prestige Manager at Treasury Wine Estates based in Napa Valley. He is a smart, cheerful guy with great sense of humor! Read More
Caution, this article contains some nerdy information!
Okay, wine descriptions can be tricky, right?
If you are new to the wine world, it might take some to figure out how to express your thoughts without making a fool of yourself. There is a thin line between using creative descriptions and babbling. So here is a hint for you. Nobody really cares if you smell peaches and other insists on pears as long as it’s logical. In the end, wine tasting notes are metaphorical. Read More
Wine industry is mostly unsuccessful in branding and marketing communications.
Do you know why?
Because some wineries and wine trade companies are acting so self-centered that they almost forget to communicate with their clients. They are in a vicious circle, repeating the words: “My terroir, my wine, my family history, my wine awards and of course my complicated appellation system that you have to learn… ” Read More
Who Do You Think You Are?
Asks Caroline McHugh, the founder of IDOLOGY, a movement dedicated to helping individuals and organizations to be the true, original versions of themselves. (worth watching: the art of being yourself) Read More
Imagine a blind tasting of top-notch wines of the world with journalists and Master of Wine’s sitting in a cosy room at Widder Hotel in Zurich. Two weeks ago, the organizer of this great event Valais Mundi launched their Electus 2013 and showed that they have the confidence to put their wine within big brands such as Opus One, Château Angelus, Ornellaia. (see the full list below // all over 100 CHF except Alion). For those who are not familiar, Valais Mundi is the premium line of Provins, which is known to be the largest producer of Switzerland based in Valais. Their CEO Raphaël Garcia was personally there together with their Product & Brand Manager Johanna Dayer. Read More