Monday, February 11

Positioning Wine

We don't see a lot of wine brands doing a lot of broadcast marketing ... I'm sure they rely on word of mouth, influencer, event, and certainly retail marketing to see bottles. But every once in awhile a little gem comes along, like this piece of advertising from the brand Yellow Tail.

Yellow Tail is one of the more active brands, and I particularly like their new positioning ..."Tastes Like Happy:"

I love, from a marketing perspective, how they've "positioned" Yellow Tail wine for how people feel in the moment, often with a glass of wine in their hands. It's not necessarily breakthrough stuff, but it is good and you don't often see wine "positioned" like other brands in other categories. I also like how they used their branding element to showcase the "moments."

In other wine news, three stars of the reality show Vanderpump Rules have come out with their own wine and have positioned themselves in the process.

Yes indeed, Stassi, Kristen, and Katie have branded themselves "The Witches of WeHo," and have launched a Pinto Grigio (available online) called "Basic Witch Potion #1." For those not in the loop, "Basic Witch" is a phrase from the show and "WeHo" stands for West Hollywood where the action happens in the show. 

The "Witches" aren't the first reality stars to come out with wine. It's been a long list including Ramona, Heather, Theresa, Brandi, and even Lisa Vanderpump herself. But this one has perhaps the most interesting positioning.

Who knew that you could position wine? Sure can! Any brand needs a good positioning in order to connect with their audience! 

What's your experience? JIM

1 comment:

  1. Very good write-up. I certainly love this website. Thanks!