Innovations in Marketing

Prowein 2010by Robert Joseph

Innovation...Marketing...

Two concepts wine producers in the Old World

have rarely embraced...

There have been a few...

Philippe de Rothschild – “Art Labels” and brand extension (Mouton Cadet)

Mateus & Lancers

Duboeuf – Flower labels

Blue Nun and Black Tower

JP Chenet

Miguel Torres

But these are the exceptions to the rule

Adapt or die...

Vaudeville theatreSilent FilmSound FilmTelevision

Tradition is an experiment that workedEmile Peynaud

Tradition is lazinessGustav Mahler

What is marketing in wine?

•

Grapegrowing ?

Winemaking ?

Packaging √

The winery (tourism) √Communication √

Distribution √

Region Brand Grape Don’t Know

Moulis 33% 17% 21% 29%

Malbec 18% 20% 26% 36%

Guigal 24% 19% 24% 33%

Torres 18% 57% 18% 6%

McLaren Vale

45% 55%

Clarendon Hills

33% 58% 9%

DoILikeIt Survey. London Wine Show. Oct 2009

Whose voice is the strongest?

Innovation in marketing...1. Ask yourself WHY you do what you

do... And in the way that you do it?

2. If you understand what you’re doing, are you sure your customers understand it?

3. Are you as important to them as you think you are?

4. Are you as important to them as they are to you?

Apple iPad orders “overwhelming”

thejosephreport.com

robertj@doilikeit.com