How should wine brands collaborate with influencers, and what’s the point? By Dr Rebecca Dolan, Senior Lecturer of Marketing and Wine Business Program Director, Adelaide Business School, The University of Adelaide Introduction The wine industry is recognising the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach and engage with
As part of its PACKWINE initiative, Winetitles Media recently invited members of the Australian and New Zealand wine industries to participate in a survey that explored their thoughts on and usage of packaging alternatives to glass bottles. The survey also asked wine company representatives to identify the current focus of their marketing spend and the
By Ben Luker Awareness of alternative packaging amongst Australian drinkers is on the rise, but COVID-19 has limited opportunities for conversion. The key drivers towards casks and cans are portability and the desire for smaller portion sizes amongst younger drinkers. However, the pandemic has removed the out-of-home occasions where this is most relevant, limiting demand.
There seems to be a temptation for wineries and other packaged consumer goods producers to adapt their packaging to different countries and different cultures. The adaptation can range from merely translating the words on the package to the language of a country or culture to redesigning the whole package to be more appealing to the
How to revisit your wine marketing plans in times of disruption By Dr Armando Maria Corsi The beginning of every year is always characterised by the desire to predict future marketing trends. This aspiration gets even stronger in years such as those we are experiencing right now, as we feel that the world is changing