The ultimate luxury item, Italian
wine has mastered the art of branding, which has led Ideal Wine Company to ask,
what can Italian vintages teach us about luxury wine branding?
A Luxury Wine has to Be Branded to Perfection
Here at the Ideal Wine Company,
we aim to provide with the finest luxury wines at prices you can afford. That
means, we know what sells. Whether you like it or not, we live in a world where
marketing is king.
Therefore, if a vintage seeks to
attain the status of ‘luxury wine,’ it has to brand itself to perfection. Wine
producers should take their cue from Italian wines. Just ask Forbes.
Earlier this year, Forbes
featured an article explaining what the luxury banding industry can learn from
Italian wine. Conversely, it shows us why luxury Italian wine branding is so effective.
According to Forbes, it is effective in three ways
It Thinks Very Long-Term
Italian wine will spend years
building up the hype. Forbes went on to point out the example of Giulio
Ferrari’s French Chardonnay purchase from Italy’s Trenton region in 1897.
Notably, this led to the méthode Champenoise sparkling wine.
Alessandro Lunelli went on to
explain Ferrari’s branding technique. He said: “He took his time with it,” and “he
created an expectation, which created the marketing for this luxury product.”
It Isn’t About You, It Isn’t About the Wine Either
Lunelli went onto explain to
Forbes why the Lunelli Group took part in a ‘hackathon’ for Italian wine
earlier this year. It was basically to promote Italian wine as an ambassador
abroad.
Of the strategy, Lunelli said “We want people to feel part of the Italian community,
we’d like to give them recommendations on how to live the Italian life in their
own hometown.” Basically, he is saying that it’s better to be
indirect. Don’t tell people to drink your wine, just let them know how your
vintage can afford their lifestyle an air of luxury.
It Really Isn’t About the Advertising
Forbes basically went on to
explain that normal methods of advertising don’t work for luxury wine. Take
Italian luxury wine brand Barolo.
Paolo Damilano of the Damilano
estate in Barolo went on to explain, saying “for luxury brands, you have to
wait. I have a great wine but if you want the experience, you try it first and
let us explain.” Here he’s basically saying, let the quality of the wine
speak for itself.
That is How a Wine Gains a Place on the Ideal Wine Company Product
List!
What this article points out, is
that Italian wines didn’t build up their reputations with flashy ad campaigns.
Rather, they played the long game and established a reputation for quality.
That is how a wine gains a place as a luxury vintage on the Ideal Wine Company Product List!
