Our wine corridors and back bars are filled with successful wine brands. But instead of being family names with large advertising budgets, they are well designed, which are carefully made of grape varieties that we know. Charlie Ingeham, Jupiter in Trade, celebrates the lesser -well brands in all wine lists and retailers.
Since I started buying wine for supermarkets: I don't think there are any brands in the wine. Well, there are no brands in the sense of presence in lives and beer. The thing is that the brand for me is something I want to get to know, and it is something that I feel to contact also and says something about me (even if it is a little bs).
Montmouth Coffee: Why does Ingham want to be part of her tribe?
Personally, I love things that have originality, credibility and a sense of history. Not only in wine but really everything. I love the story and this is what I buy. Coffee is a good example. I really love Montmouth in London. The experience when you really go on the extent of their love for their products. It is great coffee and you can only care. They explain where the coffee comes from, where it is planted, who makes it and so on. Coffee packaging is bold and upside down, the design of the retail space is impressive, and I was sold on things. When I buy coffee from here (or a bean bag for home) I feel that these are my people and this is my place. I want to belong to that tribe.
So, what about wine? Well, this conversation and discussion were previously, with a lot of wine makers and wine factories, and I may be wrong, but I still think there are no brands. There are stickers, there are wine factories, and there is amazing wine (not amazing wine), but in fact, brands? Like brands that say something about me?
Shiraz, like Malbec, Marlborough Sauvignon, or Pinot Grigio are real wine marks
What I believe in is that if there are brands in the wine, it is more likely that the varieties of grapes and the areas where they are made are. Barossa Shiraz feels a brand, NAPA Valley Cabernet feels a brand, the same thing for Marluru Sophingon, Chaplus, Snugr, etc. Moët is a brand, but this is what 350 years of marketing wine will do. All these money that was pumped into marketing over generations? I think this helps.
Where is loyalty?
The thing with brands is that it has loyalty. It is not always the price. This customer behavior taught me. For example, think about New Zealand Sophingon Blanc. Take the most famous wine that you can think of, I can tell you the full rack price that you sell about 200 cases per week in a supermarket. Hit 2 pounds, a bottle and sell 10,000 cases. Then New Zealand Sophingon Blanc goes to promotion and happens the same. Where is loyalty to that? It is in wine, area and price point. Everything is converted.
If you look at the 10 best brands of wine in the UK 2015, they are all represented by the major companies that play on their authenticity. But how many Hardy products are there? To the top of everything, they only send the “Southeast Australia Wine” public to the United Kingdom. Regional wines remain regional.
I do not want to be deceived towards wine factories and wine makers. I love these men, I love what they are doing and really enjoy the wine from all over the world. Finding a new wine or a new wine experience from a wine factory that I really respect is the privilege of such a privilege, but thinking that you are Beduitiser or Smirnoff only do yourselves. All of them can be more honest than that.
The wine consumers should be able to wander around the supermarket or through their internet browser, or emerge in local independents and discover the original well -made wine made carefully, and once they start looking at the “brand of wine”.
See only this television advertisement to promote Parosa in Australia. I can buy in this.
Compare this with one of the worst wine TV ads ever? Yellow Tail's Super Bowl 2017, and Australian wine for 20 years in 30 seconds. I cannot buy in this.
The good thing in the absence of any brands is that the wine buyers are able to create products, and work with wine makers and wine factories to bring wine of great value to customers and consumers, without any luggage, no claim, no nonsense. Wonderful drinking that can be accessed with great appearances from the regions and countries you heard and the grape varieties you know. Supermarkets should get more credit for doing this (but of course I would like to say that).
I fell free to tell me that I am wrong. I can take it. I am not though?
