Last week brought more dispiriting news for the big-brand Australian wine industry, as U.S. import buyers continued to favor Argentine and Kiwi labels for their everyday quaffs.
Brand new wine bar Verjus takes the same approach -- a cosy space where you can sit at the bar and order small plates to accompany a concise and well-chosen wine list.
Ten years ago, Cleveland chef Jonathon Sawyer bought a fancy brand of red wine vinegar and found it lacking.
Over the same period Yellow Tail, though still the biggest-selling wine brand in the U.S., lost market share in dollar terms and was flat in volume.
It would be very detrimental to our brand to put sparkling wine on there.
"It's not just sommeliers, but high-end retailers who are making the market, " said Evan Spingarn, German-brand manager for New York-based wine importer David Bowles.
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Prosecco, produced in Italy's Veneto and Friuli Venezia Giulia wine regions, enjoys legal brand protection under EU rules that govern other wines like Champagne and Port.
"Get over the corny brand name and discover the amazing value this wine packs in a glass, " she says.
Rather than marketing under a "Brand Australia" umbrella, the country's better wine outfits want to create a range of regional brands with quality--and higher price points--as the focus.
Given that words like brand and globalisation are now highly controversial, and that wine is a product loaded with cultural meaning for the French, the new-world lot are bracing for a protectionist backlash.
First, COFCO is in the wine business and has national distribution in China with its Great Wall brand.
Some 13 years after it appeared in stores, his design for a canned rice-wine cocktail still looks fresh -- unadorned aluminum save for the brand name in different colors to indicate flavor.
To boost returns, Park says, he'll focus on core brands, boost ad spending, pare the number of wine-stock-keeping units and reduce the low-margin private-brand business for European chain stores.
The 10 sessions will combine Champagne- and wine-specific topics with more general, practical business education, including marketing, human resources and brand management.
The high Aussie dollar is especially tough on a domestic brand portfolio that tilts toward cheaper labels. (Pardon me, Mr. Grange.) Australian commodity wine has been getting bum notices as it is, causing consternation-by-association among the better craft producers.
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