I’m pleased to share this recent webinar by the Australian Wine & Research Institute dealing with the key issues that face Australian winemakers when focusing or developing a luxury wine marketing approach. No doubt some of these challenges are also true to many old world European producers, or many beverage industries (craft beer, spirits, cider..).
A luxury marketing approach is a long term process involving all human ressources from a winery (viticulture, winemaking, sales, cellar doors, marketing), working all hand in hand towards a same goal combining business performance and customer satisfaction.
Gregoire PATACQ from AWRI stresses 7 driving forces towards a successful global luxury brand positioning. He makes a very strong point advocating the need for more and better innovation as a new and strategic driving factor. See here his article on LinkedIn regarding wine in innovation.
I think this webinar clearly asks the right questions and opens the road for many interesting ideas. Will the winemakers from Australia embrace this challenge? Time will tell.
Our company Monogramme is a specialist wine marketing consultancy with 20+ years of experience in the high-end, super premium wine market and a unique entrepreneur, result-driven approach. Don’t hesitate to contact Jean-David Camus to discuss how we could help shape your brand towards this long term profitable objective.