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Naming your Wine Business; competitor name analysis.
One of the most prominent wine companies in the world as fine as production volume goes carries a name indicative of its origin. Great Wall is a Chinese wine company and it is named after the Great Wall of China.
The California winery is the oldest continuously operating one in California. The winery carries the name of the founding family.
William Hardy founded the company back in 1857. The Australian wine brand is currently ranked among the biggest in the world and is run by a fifth generation member of the family – Sir James Hardy.
Started in Australia by Italian immigrants, Yellow Tail is a brand that puts emphasis on fun and approachability. The kangaroo that’s the brand’s symbol further reinforces these sentiments.
Concha y Toro
One of the biggest Latin American wine producers has a name that literally means Shell and Bull. The name is indicative of the heritage of the founding family. The wine company was set up by Don Melchor de Santiago Concha y Toro. He was the marquis of Casa Concha. Thus, while many don’t have an idea about it, the name of the company is simply derived from the family name of its founder.
The story has it that the founder of the company, Davis Bynum, originally had to crush the grapes barefoot in his garage to make wine. His first wine was Barefoot Bynum Burgundy and the popularity of the brand grew from there.
Branding Strategy & Naming Terminology
Wineries have to make their products appealing while simultaneously educating the segment of their audience that doesn’t understand what makes a fine wine.
Marketing is all about an experience that the wine maker sells. The notes of the wine, the taste, the foods that it can be paired with and the occasions it’s suitable for can all be used to make the campaign outstanding.
Good marketing can also give potential clients a glimpse into the wine making process. Visual and video-based campaigns make brands more approachable, even when people don’t have the palate of a sommelier.
As far as naming goes, small wineries and brand new wine makers have a lot of freedom. It’s good to stay away from the clichés. Anything reminiscent of France and Napa Valley has been overused. The focus has to be on the history of the winery, the values that guide its operations and the unique characteristics of the wine.
Elegant, balanced, delicate and subtle, full-bodied, bold aroma, rich, well-rounded, structured wine, finest blend, sun-kissed grapes, crisp, fruity, herbaceous, flavorful
Demographic & Interests
Wine companies work with both connoisseurs and people who enjoy the occasional glass of wine.
The first group is looking for quality. These people understand the differences between grape varieties, they can taste wine notes and they have a well-established preference. Wine connoisseurs aren’t looking for the cheapest options. They stick to their preference and they can become really loyal.
People who enjoy a glass of wine every now and then don’t have a discerning taste. Often, they will be looking for a bargain and their knowledge will be limited. Such people will often switch from brand to brand because they’d like to try something new. A good price to quality ratio is leading one such clients have to make a decision.