Wine marketing : find out about it !

Here is an innovative approach inspired by the music world applied to the wine universe: that consisting, quite as the group Radiohead made it several months ago for release of its new album, in suggesting to the buyers / consumers paying the amount of their choice for a wine, according to the appreciation that they have of the product and the value which they attribute it.

The initiative was organized by the South African domain BlankBottle which sent to twenty regular customers a box of its vintage Moment of Silence, inviting them to give their comments on the product and to decide themselves on its value, thus on the amount to pay. Then comment and value attributed were published on the site of the domain, and the vintage proposed in general public at a prize decided according to the returns – lower than that proposed by the sample group.

I think it’s a good means to reinforce the relational between the company (the brand more precisely) and his faithful consumers, based on the trust in the product. It’s also give envy to the other buyers to be a part of the sample group… The human nature makes that we need to give our opinion!

Further to numerous articles on the wine marketing, some people have observed that I do not still have treated the subject of the packaging, an essential constituent of the product marketing. The brand “FrenchRabbit” gives me today the opportunity to make it!

Indeed surfing on the environmental initiatives, the group “Boisset” launched recently the brand “French Rabbit”: a range of wines sold in a 100 % Recyclable Tetra Pak, and distributed in North America, United Kingdom and Scandinavian countries. Tetra Prisma adopted by French Rabbit permitted a 90 % reduction of the packaging in comparison to a bottle of classic glass, as well as its weight represents only 4 % of the weight of the same bottle. Some important elements which permit to reduce so much the pollutions caused by the transport and the congestion of packagings.

France discovers them today, although this type of packaging does not seem very appreciated. Nevertheless, the way opened by “Bag-in-Box” for some years demonstrates that the general public knows how to adopt more practical and rational solutions. Naturally, it is a question for “Boisset” of selling some wine above all. The lively colors and the playful graphics are so many elements which allow to touch a young and urban target, consumers of tomorrow, particularly sensitive to the question Green.

But the product is here and the initiative is necessary and vital more than ever. Congratulations!

The wine press association (APV) realizes during June and September 2006 the first market research concerning the “wine in catering and consumers” in order to understand better the consumption and marketing practice of wine in restaurant. More than 700 different establishments (brasseries, gastronomic, wine pubs, news concepts etc…) have participated at the information collect. The market research analysis was realized by the telecommunication national school’s statistics department.

60% of these establishments which provided results put in place a real wine strategy and 29% of them have their own wine steward.

Eighty-six restaurants, ie 13% of polled have got only one region in their wine list, knowing that, in this case, it’s the “Languedoc-Roussillon” region that come first (27%). For establishments which get several regions in their wine list, it’s the Bordeaux wine which is the most referenced but the Loire wine which is the most sold.

Without surprise, they are liqueur sales that turn down the most (in 79% of restaurants) while the most perceptible wine sales fall are recorded only in 4% of restaurants.

By type of meal it’s the business meals which undergo the strongest erosion: 50% of establishments record a decline of the orders, for 38 % which recorded stability and only 12 % which notice an increase. On the other hand, the meals between friends know a sensitive progress (37 % of the answers) for stable 51 % and 12 % in decline.

According to the restaurant owners, the first brake in the consumption remains the traffic checks (93 %), in front of the prices. On the highly-rated price lists, they are 65 % to practice coefficients and 13 % to practice the fixed margins (22 % of not answer), the average of the coefficients would be situated in 3,17 and those of the fixed margins in 14,11€…         In addition, 97 % of establishments declare to propose wine in the glass for a 5,26€ average price.

This first survey on the wine in restaurant and the consumers should again deliver some interesting figures in the months which come (notably on the networks of purchases, stocks or packaging’s) announced persons in charge of the APV. It contained more than 40 questions which are reserved for the partners…

Here is a interesting video which deals with india wine market. Obviouly we can deplore the waste of might of french wines surpass by the marketing strategy of foreign brand ! Enjoy this video ! 

Hi everybody, you are welcome to the first edublogs which deal with wine marketing!

This blog isn’t dedicated to anybody in particular… Young student in marketing or not, wine professional or not, wine lover or not, this blog is dedicated for all the people desirous to discover how the wine become one of the world wide famous French product.

I hope that, with this blog, visitors can comprehend the importance of marketing in the fame of wine. All the more, I am a 21 years student with a limited knowledge of the product, but with notions in marketing.

Feel free to post anything questions or remark, it’s an interactive blog!

Good Reading !