Category Archive

Free The Wine was recently interviewed in the January edition of the Australian and New Zealand Grapegrower and Winemaker, the National Journal of the grape and wine industry. I talked about the niche for new and disruptive media in wine marketing and how it can complement traditional media channels.

I reckon that disruptive media is exactly what it says; it disrupts your usual media spoonfill, and allows people to talk directly to potential clients and customers by bypassing, cutting through, and killing traditional media as a third party delivery mechanism.

You can read more about the changing media scape at this nice blog: mashup media

It might be foreign to you and me, but when exporting to a country where english is not the native tongue, explanatory details about your wine in people’s own language can improve your sales chances.

Aspects of language which impact upon marketing your wine include;

• labels: design and style. For example, in some cultures white represents purity and peace, whilst in others it means death and mourning.

• order forms: in the native language with prices in their currency.

Did you also know that the Australian Government provides grants for this type of service through the export market development grant system?

Free the Wine provides a range of language translating services through our global network. Email or call us with your required language.

We all know that wine is usually a shade of red or white, but what about the colours that go into the label? How are these chosen and what’s their relevance?

Well usually they’re picked because the winemaker or owner likes those colours, without much thought to customers and human behaviour. However, in Margaret River a small family owned boutique winery has used colour theory to redesign its labels to appeal to customers buying behaviour.

Olsen Wines has rebranded its wines, choosing a striking orange and yellow swirl pattern, with a strong gold foil to stand out amongst other wines.

We wanted to get the bottle of wine to jump off the shelf. Research has shown that if you can get the bottle in someone’s hand, then invariably it will end up being purchased.

We used orange which is an extremely vibrant and energetic colour for the main logo; to catch peoples eye, to say, oh what’s that?

This was a key strategy in differentiating the wine from others.The product is a premium Margaret River wine, so the label was completed with a strong white background with gold foiling above and below the Olsen name to denote sophistication and elegance.

Kokopelli Wines wanted a re think of their label to reflect the quality of their wine. We think the result speaks for itself.

The old & the new:

In December 2004 issue of Gourmet Traveller Wine there was an article by wine writer Huon Hooke showcasing the best of Australian Chardonnay. Now your wine may not have appeared there, but you can use the media to assist your marketing.

Using this example you can encourage customers to try your Margaret River chardonnay, extolling the virtues of what has now been described as ” the greatest chardonnay region in Australia today”

We call this a general third party endorsement. And although it’s not specifically related to your wine, every little helps. (please note the MR chardonnay is an example – there are lots more just like this out there).