Wine Marketing

Wine has more than just a brand- identity: it has a true, authentic character, as well as each person who chooses a wine. It's a halfway meeting: the 2 characters need to determine whether they have common points, or even if they are made for each other. The wine offers a gateway towards a flavor, a culture, a lifestyle, an entire world to explore. Maybe just for a few minutes, or for a particular, recurrent moment in everyday life. Or maybe for a long, surprising journey.

It's certainly a matter of taste, but at the same time it's a matter of inspiration, curiosity, interest... ...to depart with the senses from the present.

It's difficult to differentiate and stand out among others: being able to create and communicate immediately an empathy, means to establish a familiarity in the consumption of a specific wine. A relationship of loyalty is established. An identification in everyday life with what the brand represents. 

Wine is not a product that must be sold, and that's it. It's defined by everything with which people can identify themselves.

Consumers tend to project their desires, needs, ideal and real lifestyle into a brand, able to represent all this. A deep identity, like that of a wine brand, can be able to represent a personality in its various facets.

Wine is the meeting point halfway between culture, lifestyle and traditions of the place of origin (and especially of people) that produce it, and on the other side expectations (but also desires, nostalgia and reflections) regarding the culture, lifestyle and traditions of those who buy it, anywhere in the world. The experience can only take place on the basis of mutual authenticity. Otherwise, simply criteria such as the price will prevail.

The important thing is to bring people into the own "reality", and enable them to explore and find a common ground. Wine is an excellent vector for combining and sharing subjective experiences.

Sensory marketing: on the place of tasting, there are clearly several factors affecting the overall impression, perceived with all senses. The ability to transmit sensations even at a distance is decisive to stand out.

In such a fragmented market as like the wine market, characterized by a large number of mainly small and medium- sized producers, traditional advertising can hardly make a difference. Especially considering that financial resources are often limited. But wine has, among its strengths, a fundamental one: it can communicate it's lifestyle, culture and essence even outside of the product. Everywhere in the world.

The origin of a wine is characterized by different elements (cultural, geographic, historic, about the quality and the production, etc.). The purpose of a strategy is to discover, create and enhance synergies that can strengthen the brand, both at national and international level.