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Thursday, May 24, 2012

Marketing Gone Wild at Beringer!

Some Wine Business Facts:
  • The big guys love to jump in on the latest trend. I guess because they have the resources to do this compared to the mom-and-pop wineries.
  • There are millions and millions of cases of White Zinfandel made every year. Beringer owns over a third of the dollar market for this wine.
  • White Zinfandel has been a cash cow for folks like Sutter Home and Beringer since the 1980s. It's a huge seller with middle-aged types. I suppose the stereotype for a White Zin drinker is a 50 year old female.
  • More recently, an old grape thrown out by the "serious" California wine producers many years ago, Moscato, has seen sales soar. Supposedly the 20-somethings love this sweet, cheap wine.
So now let us present the latest "invention" in wine...

Beringer White Zinfandel Moscato

Another great marketing idea
Maybe they go with White Zin Moscato?
Beringer already makes White, Red and Pink Moscatos for those young, trendy urbanites. What's the planned market for White Zinfandel Moscato? Is it trying to get the young'uns to drink White Zin or to get the older folks to hop on the Moscato bandwagon? I'm confused, but I'm sure the marketing geniuses at Treasury Wine Estates (owners of Beringer) know exactly what they're doing.

A review of White Zinfandel Moscato? No, not from me. Eeewww.

Put your thinking caps on you marketing guys/gals. We want a low carb Sparkling Pinot Gris Moscato Port in a cute pink can from Brazil!