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Branding a Winery and Its Wine Is Expensive, Necessary

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. Mike Asimos is in the wine industry with regards to importing, exporting and wholesaling. As a native of the Pacific Northwest, he has countless vineyards.

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 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.

Categories: Business and Management

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Richard K. Dierks

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