Branding Wine

Wine has been growing its market share in the alcoholic beverage category in recent years. In 2006, wine consumption rose 2.6 percent to 209.4 million cases. It now rivals beer as Americans alcoholic beverage of choice according to a Gallup Poll conducted in July. By 2010, it is projected that the United States will be the world’s largest wine market. However, it is often difficult to brand a specific wine because of the vast array of wine choices in this country. The United States market consists of about 6,500 wines. Wine marketers have attempted to brand in a variety of ways including the labeling of the bottle, screw tops, and higher quality box wines. We took a look at how wines have differentiated themselves in this growing market.

This weeks Brand Rant discusses how Chinese wine makers are falsifying their contents to make their wine more appealing. And in the Brand Spotlight, we look into Subway and Dunkin’ Donuts decision to start selling pizza in their stores. Also, Mark Lyle, Brand Director for [yellow tail] joins us to discuss entering the sparkling wine category. Lyle discusses the rapid growth of [yellow tail] becoming the third highest wine seller in the United States in just six years.

Related Topics:

This article looks into the wine labeling problem occurring in China.
http://www.star-telegram.com/business/story/212270.html

Subway and Dunkin’ Donuts enter the pizza market
http://www.usatoday.com/money/industries/food/2007-09-09-pizza-subway-dunkin_N.htm

Yellow Tail works to market its new sparkling wine
http://www.brandweek.com/bw/magazine/current/article_display.jsp?vnu_content_id=1003634232

Unique wine labels are appearing more frequently in an attempt to attract buyers.
http://www.foxnews.com/story/0,2933,295782,00.html

Sports stars and celebrities enter the wine market
http://www.usatoday.com/educate/college/careers/Entreps/11-9-05.htm

A group has been created to educate young wine users
http://www.thewavemag.com/pagegen.php?pagename=article&articleid=21311

Gallo attempts to reach younger wine drinkers by advertising online
http://www.clickz.com/3624473