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Thursday, December 6, 2012

What sells wine on a store shelf?

The marketing experts can, of course, give you mountains of data about this or that marketing strategy and branding efforts until you want to scream. This is just an amateur guess at what sells. But then marketing is as much of a guessing game as weather prediction.

Shelf Talkers
That's those little tags under the wine saying "93 points!" or "Great with steak!" When you're looking over a selection of 20 Cabernets in your price range you are going to take the one getting 94 points over the one that only got 89, right?
Look at all the awards! This stuff must be good!

Wineries anguish over going with the simple, and cheaper, two color label vs. bright colors with nice pictures. People will admit to buying by the label all the time. Some folks have a reputation and don't require a fancy label. There are lots of European labels that are dull, colorless, and crowded with script.
Someone that doesn't need to stand out on the shelf
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Zarb Champagne. Someone that, um, wants to stand out
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Winery Name
Give it a made up fancy hard to pronounce name that sounds Italian, German, or better yet, French and you can sell it for more dollars than you can something called Sassy Bitch or Happy Bitch (both real labels). With names like that they had better be cheap. No one is going to spend $30 for a bottle of Fat Bastard Shiraz.
Just not really an appealing name, you know?
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