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FOCUS ON MANAGEMENT BRANDING MEDIA INTERNATIONAL

Oh, Bacchus!: let’s talk about wine marketing!

Del: 09/10/2006


Wine is everywhere
: in wine shops, in supermarkets, on the table, online! The wine world changes more and more quickly: which dynamics exist between producers and consumers?

France and Italy are the two countries to which half of the worldwide wine production is attributed to. The difference between the marketing of European countries and the marketing of non-European countries is the following: in the first the positioning derives from the brand and its denomination, in the others there are important denominations for the marketing strategies, since only their wine and producer are promoted.
On a worldwide level, however, the request of a quality wine, on behalf of competent consumers, influences the very strategies of viticulture and wine production; tradition and innovation are at the root of qualitative improvement, side by side with an internationally competitive price.

The main novelty of the sector is the expansion of the distribution channels, that is, from the wine bars to the large-scale retail trade, that record an increase of the wine sales, reflecting the changes that follow in the sector. There are two possible commercialization strategies: broaden the range of products, based on the quality/price relation, or focus on some market segments; but the common denominator is only one: emotion. Emotion has always been, more or less deliberately, the protagonist of the marketing strategies and the wine-making advertising.
From its medieval trading in terracotta containers it moved on to the metallic small plates identifying the name and production year and then the label. These are both the identity documents of the wine, where one can read the legal requirements for its trading, and the source of emotion, compared to a work of art, to the point that famous artists like Picasso, Chagall, ect.., designed a few of them.

One of the Italian regions that does not limit itself to the selling of the ‘wine’ product, but the true sensorial and cultural experience, is Tuscany, that among its quality wine areas counts also the Montepulciano territory, the home of the well-known Vino Nobile, that is one of the 6 Tuscany D.O.C.G.s. These initials stand for denominazione di origine controllata e garantita: in the production and promotion of wine it expresses not only the specificity of the territory and the environment (that the French sum up all in the word terroir) but also its high quality.

The Association Strada del Vino Nobile di Montepulciano, was constituted on 8 April 1998 with the purpose of valuing and protecting the total image of the Montepulciano territory; territory devoted to wine-growing and producing but also rich for its centuries-old history, of traditions of great cultural relevance.

The experiential wine-marketing implemented, therefore, aims at building a bridge, in the mind of the consumer, between the act of tasting and the of the memory of the aromas in the wine-cellars visited, or the taste of the grapes before the vintage, together with the other factors like the history of a brand (bond to a poem or a territory where vines grow) or the company politics (of perfection, innovation or environmental respect).

                                                                   Deborah Baldasarre

 
 

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