We all know that the French wine industry is in a state of disarray. We have seen their marketing change along with their label design to try and appeal to the new world wine drinker. I really want to see that stop, and stop right now.
France is still the great wine making nation on the planet and will continue to be for some time providing they follow some simple rules.
Advertise in the right market: It is no good wineries advertising in wine publications, as it is very likely that the publication will publish an article on your region for anyway but advertise in publications where wine buyers don’t know your story/brand. The likelihood that a serious wine connoisseur doesn’t know about your region is remote. The different regions of France should advertise their region together. This not only makes advertising more affordable but each region will be better understood by the consumer.
If Bordeaux were to advertise in January in non wine publications in the US, then advertise in UK in February, Australia in March etc and all of the Appellation Controlees (AC’s) rotated their advertising spend this would keep French wine at the tip of everyone’s tongue for the year.
Don’t change your labels: This is a very important lesson as once the consumer is comfortable buying wine they will start to experiment. Through good regional marketing and presence within the marketplace buyers will be more educated and make more informed decisions. When most wine these days is bought in supermarkets it is difficult to get help in making the right buying decision. With labels that look trustworthy and are distinctive they are more likely to be bought by the novice.
One consideration for the French wineries is to put the grape varietals used in the wine on the back label so as not to dilute the old world style that we believe is superior but whatever you do don’t make your labels new world looking as they look cheap and nasty and no one will buy them unless the are the cheapest in the shop and even then people will be suspicious.
Make traditional styles of wine and do not make new world styles: The new world is already making sweet red and white wine and there is no need for more to enter the marketplace. Carry on making traditional wine styles with indigenous grape varietals and as the new world’s palates change the wines you make will be sought. People will increasingly seek different styles and as we mature as drinkers we seek alternative styles and interesting wines.
A lot of new world wine is starting to taste the same so do not make this mistake. Celebrate your differences and regional styles.
Wine Ambassadors: Each and every wine buying country should have a government French wine ambassador promoting French wine. This then adds a unique point of difference and really sets you aprt from all of the other countries in wine promotion.
Speak to retailers about wine labels and sales not necessarily marketing departments as they just want to be creative!
New Zealand's most passionate wine guy, star of Wine Vault TV. Video blogger and all round nice guy.
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