The document discusses branding and the future of the wine industry. It argues that there will be fewer wineries and appellations due to lack of clear branding and marketing. Producers need to establish a coherent brand identity focused on benefits rather than features. Relationships with consumers are important to build understanding and forgiveness of inconsistencies. Developing a devoted fan base like some producers is key to success in an inconsistent industry.

1. Wine Future 2009 Branding & the Future of the Wine Industry Robert Joseph Editor at large of Meininger’s Wine Business International & Director of DoILikeIt

6. Aren’t we lucky we’re not all in the motor industry?

7. We only have terrorists blowing up wine tankers - and millions of litres of wine that tax payers pay to get turned into industrial alcohol…

8. DOC DO AOC QmP DOCG QbA TBA ROI We all know plenty of wine industry initials. But not the one that counts: R eturn O n I nvestment

14. Wine on the right: my own 1 litre recyclable PET

16. These are all Lovemarks

18. Lovemarks , command both respect and love. In September 2006, Saatchi & Saatchi won a US $430m million contract with retailers JC Penney because of the idea of lovemarks

19. Brand identity

20. What is your brand really all about? And why should I be interested?

21. Features Benefits

28. What is it made from? Where was it produced?

29. Is the New World really so much better?

30. What does Mudgee contribute to the flavour/quality of this wine?

37. DoILikeIt Survey. London Wine Show. Oct 2009 Region Brand Grape Don’t Know Moulis 33% 17% 21% 29% Malbec 18% 20% 26% 36% Guigal 24% 19% 24% 33% Torres 18% 57% 18% 6% McLaren Vale 45% 55% Clarendon Hills 33% 58% 9%

39. If the wine industry sold computers, it would forget to provide instruction leaflets

40. From the New York Times

41. “ People are deserting us for other, simpler appellations. We’re failing to attract newcomers to our wine because of confusion about likely sweetness levels” Jean-Louis Vézien, Director of the CIVA, the official promotional body for Alsace wines.

42. Or it would include instructions for a completely different model

43. Which tap would you expect to produce hot water?

44. Which bottle would you expect to contain the drier wine? Why not the one misleadingly calling itself “Extra Dry”?

51. (The vast majority of) consumers like simplicity and consistency

63. “ People find vintages interesting”. Yes… and some people find the variation in stamps interesting. They’re called stamp collectors. Most of us think of stamps as a means of getting letters to their destinations. And most people think of wine as a drink.

66. The Douro Boys

69. How is YOUR wine being sold? Is it being “hand-sold?” Or fighting for attention among hundreds of other similar bottles?

71. Have such a devoted fan club that they’ll forgive you anything. Ch â teau Musar! Which brings us back to “Love Marks” A description that applies to many wines…

74. Who are you? What do you do? And why should I care? [email_address]