While the marketing industry has always been obsessed with new self, some brands are increasingly looking to the past for their future inspiration, as they restore old slogans and cells, not to mention the revival of brands that have permanent years.
This was a similar challenge facing James Morech when he took his role in the new role of the UK sales manager in the Chilean wine giant VSPT last year. Trying to breathe a new life in the fixed Chilean wine sector, VSPT wanted to present innovation, value and diversity. Step forward Morish and his vision of the 35 South brand re -launching the UK market.
Once again in the nineties, 35 south were a brand leaders of its time in the UK market when he occupied VSPT (or San Pedro, as was known at the time) a dominant position in the UK at a time when Chile was establishing itself for the first time as a new global product.
James Morech Bellevis Brand 35 Southern Wine represents the best VSPT Wine Group collection
“It was a great name, easy to pronounce and have great originality because the length line that passes through the winery in Molina (where 35 south) is produced in the Coriko Valley. Morech says:” It was for sale everywhere. “He was successful and loved consumers that. That is, over time, I disappeared from the retail shelves. With it?
To address this, Murch began to determine exactly the best VSPT and continued to be attracted to 35 south. “For me, it was a previous success because it represents a meaningful thing, and he has a great story and presented exactly what the consumer needs.”
“When I think about other successful and well -known producers as a standard, I think about Chile or Australian producers who have built brands that endured, accommodating 20 to 30 years, or more, in the UK.
“We needed to return to our roots and a brand representing and reflecting everything VSPTAND Chile. Something provides a great value for shoppers, and a group of high -quality wine will stand to test time.”
So Morish and his team began to revive an old giant that is no longer distributed in the United Kingdom.
The vision was simple and focused. To rebuild 35 south and provide a level of growth and success in the United Kingdom, ensuring consumers continued to buy the brand within 20 or 30 years. Next, set the strategy with equal concentration and simplicity. To connect the consumer to the country, the brand story and the main messages, with high quality provision.
“Getting these elements properly and there is no reason we can not have anything in the market really works well and that consumers will communicate with him for a very long time.”
It's time to prepare
Moresh says that it took about six months to prepare for the launch of the United Kingdom in October last year, which included “large quantities of standard taste to taste other brands that are already well working in the same market.”
“We had to ensure that our wine was at least equivalent as well, if not better than competition within the same price point and we also look at 1 pounds. And do not always shop through a significant brand or country. We may really want to achieve quality and satisfy the consumer and keep it once the brand purchased.
The new brand of 35 south is now on the sainsbury's
Consumer research and testing was another factor in forming the final final proposal.
“It was important to test the brand design, location, prices, and imagine quality completely, otherwise the choice, along with the choice of a Burgundy bottle. The total reactions confirmed that the brand was connected and communicated well with the consumer and achieved the highest registration than expected.”
Mores adds that the brand design that also stands out and connects the company's sustainable values was a decisive condition of the re -launch of 35 south.
The “Andes Mountains Passion” was a brand message that we wanted to use to deliver the values of our company to our country and also we are starting. This is combined with other fine details in the design of the stickers. The message offers well. “
35 South is now available in Sainsburys and comes in two types – Sauvignon Blanc and Cabernet SAUVIGNON.
“He is on the market now and sells well,” said Morish. “We launched just before Christmas between all market noise and the big brand activity and it was a good performance. It is not easy to stand out as a new product in a crowded category like wine in the peak season, yet sales performance before expectations so that everyone was really happy.”
Although Murch has extensive experience in bringing brands to the market, this is the first time that every step of the process is supervised by preparing vision and strategy, to design the name and final implementation with the customer in the store.
“It was a really enjoyable experience in working with an emotional team in Chile who supported the development of brands in every step. There was a real feeling of collective and design by everyone to make this work and create something special. We believe that we achieved a wonderful final result at the end of the process Long and truly pride.
It's time to change
The 35 South New New brand is carefully designed to attract its target market
MURCH, the UK market, emphasizes a major change, driven by reforming the duty of the inch, new legislation, and changing consumer habits.
“This creates a very dynamic category, and over the next 12 months, the losers will go out and the losers, as retailers search for brands invested with high -quality wine,” he says. “The brands that consumers trust will always be successful, even during the Mustkallen times. In the next 12 months, there are some difficult options for wine consumers to start the category to look more expensive with fee change changes. Some retailers have already started to increase Prices on the shelf.
Murch and the VSPT team are now focusing their efforts on future plans for 35 south and are looking forward to offering other grape varieties to the range. Mores will not be extracted on the specified varieties he thinks, but he says: “Maybe a little different for consumers who do not necessarily want Cabernet or Sauvignon Blanc.”
They are also looking for different packing formats. “Sustainability is something that was not more important at all, especially for consumers, and it is definitely the industry changes to support more sustainable alternatives,” he says.
As part of this commitment, VSPT is looking into the alternative package that includes a bag in the box and possible cans.
“Consumers get to know the sustainable benefits of the bag in the box compared to glass bottles, and we see that they are more popular, as long as the quality of wine is present. I think the natural development of 35 south as a brand is to look at some of these alternatives, including any new package that comes to the market.”
VSPT has also pledged that all its bottles through its entire wallet would be 400 grams or less by 2030. Future.
“It is possible that there is further than that we can go as long as the safety of the bottle and not distort the brand messages.”
Chile pushed forward
35 The new southern brand hopes to capture natural habitats and the beauty of the place where wines are made and VSP is sustainable
Looking at the future, Morch believes that there is a lot that the wine sector in Chile can learn from neighboring Argentina, which has successfully adopted one grape – Malbec – and I know the world of this.
“Argentina said, this is our main grapes, and we will pay this connection Argentina and Malabeek and link it to food. Chile could have done something similar to Carménère, which I think is a lost opportunity. Consumers do not know enough about Chile as a wine -producing country, or these red varieties It is really interesting, so this is a great story and an opportunity, it is still to be listed.
It is believed that Chilean wine has a wonderful future if the industry is able to clarify the consumers its diversity and what its various areas that produce wine can offer.
“She likened Chile to Australia 30 years ago when it was a bigger source of large supplies, some known brands and distinguished early stage. Australia is now widely recognized for large size brands, but also for its wonderful time, as it provides high -quality wine from Known areas like Conawarra, McLaren Vale, Barossa Valley, Clare Valley and Western Australia.
“There is a lot to inspire consumer and get excited and talk about the amazing Chile diversity and CapabiIITy. Elqui, Limari, Leyda, Cachapoal, Malmeco to name a few, all regions that produce great quality but are almost unqualified or promoted here in the United Kingdom. This is this. This is this. The areas are like Parosa and Conawarra, the equivalent.
Another story that needs better communication is the unique Chile and the surrounding beauty.
“Anywhere else you can be surrounded by environmental extremism as you can in Chile? North, South, East and West, the country has unparalleled landscapes, but the majority of wine consumers in the UK still know little about the country.”
With his firm focus on the coming years, Morech says he is looking to rebuild 35 south in the cornerstone of business, which will grow around other brands and retail priorities.
“We have built 35 south in the long run and our goal is for consumers to buy them and enjoy upcoming contracts, while recognizing them as a trustworthy brand, is considered reliable and consistent of wine. We have plans to support our retail partners and also UK consumers about the magic of Chile and the wonderful wine that It can be presented.
* You can learn more about VSPT on its website here.
* VSPT is a buyer's commercial partner. You can learn more here.
