case study: how 6 brands target 6 different wine … 1 case study: how 6 brands target 6 different...

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Case Study: How 6 brands

target 6 different wine

consumers

Roadmap

• Part 1: What is branding?

• Part 2: How 6 brands target 6 different

wine consumers

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Why care about branding?

1. People buy what they want,

not what they need.

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1. Scientifically proven

• Neuroscientists have proven that the more

rational a message, the less likely it is to

trigger buying behavior.

• Right brain perceives something it wants

emotionally first, then the left brain uses

logic to justify getting it.

2. Economic Asset

• Coca-Cola’s brand

name = $67 Billion

• 54% of stock market

value

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2. Economic Asset

• $160 million sale

• No vineyards

• No winery

3. Perceived Value

• According to the 2014 Gallo Consumer Wine

Trends Survey, nearly 2/3 of wine drinkers

selected a wine for its label – with emphasis on

“younger consumers” (AKA Millennials).

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3. Perceived Value

• Scientific research tells us that 90 percent of the information transmitted to the brain is visual and that human beings process images 60,000 times faster than text.

3. Perceived Value

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3. Perceived Value

3. Perceived Value

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4. Makes buying quicker

• “Like me. Know me. Trust me.

Buy from me.”

5. Makes your life easier

• Where to advertise

• Who to advertise to

• Type of content

• Type of design style

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What is branding?

A Brand is

• A Logo

• Design elements & photos

• Tone of voice

• Colors

• A personality

• A story

• How you greet a customer

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A Brand is

• The one way you want people to feel

about your business

Branding

• Branding = positioning your company as

the expert and people come to you.

• Marketing = you are trying to make a

sale through different media outlets.

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How to create a wine brand

A. Define your target audience

B. Define your strategy

C. Differentiate your brand

Define your target audience.

Why? • Makes getting found online easier

• Makes it easy to know where to advertise

• Helps define your message

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Why defined brands work

• Our brains are wired to put things into

categories and the further you describe your

niche, the easier people will recall what you do

in seconds.

Texas Tech Study

• 1991-2006: 15 year study

• “Unmistakable trend: the better the recognition

rating a wine brand received, the more likely it

was to survive. No such link existed between

quality evaluations and a brand’s success.”

*Texas Wine Marketing Research Institute and Rawls College of

Business at Texas Tech University

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6 types of wine consumers

• Project Genome

• 10,000 wine consumers

• Based on actual purchases from scanner

• 18 month period

• Updated in 2014

6 types of wine consumers

• Overwhelmed

• Image Seeker

• Enthusiast

• Price Driven

• Everyday Loyal

• Engaged Newcomer

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1. Overwhelmed (19%)

• By number of choices

• Like to drink wine, but don’t know what to buy

• May select by wine label design

• Want easy to understand info in retail

• Open to advice, but frustrated if no one is in the wine section to help

• If confused, won’t buy anything

2. Image seekers (18%)

• Status symbol

• Are just discovering wine

• Have basic wine knowledge

• Like to be the first to try new wine

• Open to innovative packaging

• Prefer Merlot

• Check restaurant wine lists online and research scores

• Millennials and Males

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3. Enthusiast (10%)

• Entertain at home with friends

• Consider themselves knowledgeable about wine

• Like to browse wine sections at stores

• Live in cosmopolitan centers, affluent suburban spreads or country setting

• Influenced by wine ratings and scores

• 47% buy wine in 1.5L as “everyday wine” to supplement their “weekend wine”

4. Everyday Loyal (20%)

• Like wine from established wineries

• Prefer to entertain at home

• Wine makes occasion more formal

• When I find a brand I like, I stick with it

• Wine is part of my regular routine

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5. Price Driven (21%) • I believe you can buy good wine without spending a lot

• Price is top consideration

• Shop in a variety of stores to find the best deals

• Use coupons & know what’s on sale ahead of time

• Typically buy a glass of the house wine when dining out, due to the value

6. Engaged Newcomers (14%)

• Don’t know much about wine, just like to drink it

• Young = Millennials

• Wine is part of socializing

• Interested in learning more about wine

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Part 2: Case study of 6 brands

1. Mark West

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Mark West

• Wine consumer: Everyday Loyal

• Targeting: Young males

• Cost: $9.95

• No winery location

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Mark West: label

Mark West: label

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• Visit the Mark West Movember video here:

https://vimeo.com/129551574

Movember promotion

• Partnership for a good health cause

• Facebook ads

• Men’s Health Magazine: print & online ads

• In store demo’s

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Mark West: brand launch

• Mark West Black Pinot Noir

• Price: $14.99

• Visit the Mark West Black video here:

https://youtu.be/S6vYegR6K-g

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Mark West: brand launch

• Consistent brand

– Label

– Fonts

– Differentiation

– Messaging

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2. Uproot

• Millennials

• “Change Makers”

• Uproot traditional

wine industry

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Uproot

• Wine consumer: Engaged Newcomers &

Overwhelmed

• Differentiation:

Wine makers. Change makers. Trouble Makers.

• Sold online + stores + events

• Visit the Uproot video here:

https://www.drinkuproot.com/pages/about-us#top

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Video recap

• Consistent brand

– Label

– Brand story

– Messaging

Uproot: label

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3. XoG

Xo,G

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Xo,G

Xo,G

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Xo,G

Xo,G demographic

• Wine consumer: Price Driven

• Target Market: Mom’s

• Differentiation: packaging & target market

• Cost: $9.97

• Sold at Walmart nationwide and online

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Xo,G

• 4 wine varietals:

– South of France Rosé

– Italian Pinot Grigio

– French Pinot Noir

– California Moscato

Xo,G packaging

• Very trendy design that looks

like a personal gift from Rancic

to her fans

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Xo,G: display

Xo,G: social media

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Xo,G: social media

Xo,G: social media

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4. KC Wineworks

• Startup winery: Opening in 2016

• Wine consumer: Enthusiast and Image Seekers

• Owners = Baby Boomers + Millennials

• Target market: Primary target 35-55 year-olds, with focus

on women with household income of $70k+

KC Wineworks

• Located in the Crossroads arts district in downtown Kansas

City

• Huffington Post: Top 10 city for Creatives

• Price range of wine: $15-$35

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5. Chateau de Leelanau

• Wine consumer: Overwhelmed and Engaged Newcomer

• Price: $11-27

• The Gregory family has been in the business of fruit in

Leelanau County for 4 generations.

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Chateau de Leelanau

• Family has many vintage barns. In this logo, the ‘chateau’

becomes the barn, the grain silo, a wine bottle.

• Each vintage in the label series features a different ‘chateau’

from their many farm plots.

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6. Jordan Winery

Jordan Winery

• Founded in 1972, Jordan Vineyard & Winery was

inspired by the great wine estates of France and the

timeless connection between food, wine and

hospitality.

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Jordan Winery

• Second-generation vintner John Jordan and his

extended family of artisans are passionate about

crafting elegant wines, creating delicious food

pairings and sharing culinary experiences with their

fans.

Jordan Winery demographic

• Wine consumer: Enthusiast

• Wine Enthusiast American Winery of the Year

(2014)

• Wine & Spirits U.S. Restaurant Poll #1 Wine

Brand (2015, 2007)

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Jordan Winery

• Luxury price points:

– 2013 Jordan Russian River Valley Chardonnay:

$30, 750mL

– 2011 Jordan Alexander Valley Cabernet Sauvignon:

$53, 750mL

– 2014 Jordan Estate Extra Virgin Olive Oil:

$29, 375mL

Jordan Winery: label

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Jordan Winery: label

Jordan Winery: label

• Originally inspired

by French estate

wines

• Message from

John Jordan

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Leader in digital storytelling

• www.facebook.com/jordanwinery

• www.twitter.com/jordanwinery

• www.youtube.com/jordanvineyard

• www.instagram.com/jordanwinery

• www.flickr.com/jordanwinery

• https://plus.google.com/+JordanVineyardWinery/

• http://blog.jordanwinery.com

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• Visit the Jordan Winery video Cab Wars: The

Force of Harvest Awakens (Jordan Winery Star

Wars spoof)

https://youtu.be/-FJxhFqnv_s

• Visit the Jordan Winery video Cab Wars: The

Fruit Strikes Back (Star Wars Parody Video by

Jordan Winery) at:

https://youtu.be/2w4fFn5EPms

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Video recap

• Consistent brand

– See winery property

– Sense of humor

– Consistent messaging

Jordan Winery: website

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Jordan Winery

• TripAdvisor Top 10 Winery Tours in America

• Tours by appointment only

– Library Tasting $30, 60 minutes

– Winery Tour & Library Tasting $40, 90 minutes

– Estate Tour & Tasting $120, 3 hours

• iPad in tasting room

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How do you stand out?

• Only (your winery) delivers (unique

differentiating benefit) to (target audience).

What appeals to your target

audience?

– Colors

– Fonts

– Wine label design

– Marketing

– Promotions

– Social Media

– Advertising

– Website Design

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#WillDesignForWine • Brand Strategy

• Logo Design

• Wine Label

Design

#WillDesignForWine • Website Design

• Custom Website

Development

• Ecommerce

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#WineMarketing

• Strategic Marketing plans

• Social Media

• Email newsletters

• Copywriting

Connect:

www.bauerhaus.com

314-398-5790

becca@bauerhaus.com

Twitter: @bauerhaus

Instagram: @Willdesign4wine

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