Category Archives: Brand management

Authenticity & wine

Avoiding the “counterfeit brand story” In a recent article for The New Zealand Herald, “Passion for Pinot,” Jo Burzynska writes, “When I hear the word ‘authentic’ applied to any product, I am immediately suspicious.” I agree wholeheartedly, but perhaps I should explain myself a little since the tag line for my blog reads, in part, [...]

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All wrapped up

Packaging perfection Who doesn’t enjoy receiving a gift – especially one that is beautifully wrapped? Stranger & Stranger, a packaging design and branding company that specialises in the drinks business, understands the psychology behind our enjoyment better than most. In recent years, the firm has created sinfully gorgeous packaging for a number of wine companies [...]

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By any other name … please!

Waikikamukau Mtsvane anyone? Andrew Jefford’s blog in this week’s Decanter describes little-known grape varieties that, from a marketing perspective, are “hamstrung by nomenclature.” His list includes Hungary’s Cserszegi Fűszeres, Királyeányka or Zalagyöngye, Romania’s Fetească Regală or Zghihară de Huşi, Portugal’s Donzelinho or Fernão Pires, Greece’s Xynomavro or Agiorgitiko, Catalonia’s Xarello, Italy’s Sciascinoso and Georgia’s Mtsvane [...]

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Eight out of ten cats…

Guest blogger Phil Reedman MW on building the Marlborough brand   At this year’s Romeo Bragato Conference in Blenheim, Phil Reedman and Brian Bicknell (Mahi) presented a thought-provoking workshop and tasting on South American wines, alerting attendees to the potential impact that exports from this region may soon have on overseas sales of Marlborough Sauvignon [...]

Posted in Brand management, Export  / 2 Comments

Creating wine legends

The Slim Dusty school of marketing Cracking an export market has never been easy, as guest blogger Phil Reedman MW eloquently pointed out in last week’s post. It involves shoe leather, flesh pressing and (at least) an annual sales trip. But Australia – and New Zealand in turn – achieved incredible success in their early [...]

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Homegrown, at Neudorf

The power of narrative: part four In the digital arena, it’s not that easy to find stories chronicling the genesis of small New Zealand wineries – or at least, to find stories that engage and delight the reader while providing an authentic point of difference for the brand. Too often, the content on an “About [...]

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Clonakilla counts its blessings

The power of narrative: part three I’m continuing an exploration of the “founder’s story” and its role in wine marketing, so if you’re landing here for the first time, you may want to visit previous posts on the topic – here and here. One of the most inspiring winery foundation stories I’ve ever heard is [...]

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Sacré bleu, it’s Mirabeau!

The power of narrative: part two In my last post, I promised to unearth a few compelling stories that successfully chronicle the genesis of a winery. Sadly, they’re not that easy to find – especially on winery websites, which is where they should be, front and centre. Instead, most sites offer an “About Us” page [...]

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What’s your story?

The power of narrative, part one New Zealand has hundreds of small, independently owned wineries, each with a unique story to tell. It’s puzzling, then, to see virtually the same description pop up on so many websites and social media channels. This dearth of originality was highlighted not too long ago by Angie Bradbury, managing [...]

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The Stephen Fry effect

Stephen Fry

A New Zealand winery welcomes the power of Twitter A winery’s website and social media channels work as virtual cellar doors in the digital environment, and you never know who might choose to make a flying visit and then tell the world about it. That’s precisely what happened last month at Two Paddocks, based in [...]

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