How can we get consumers to try alternative wine packaging? By Jakob Mesidis, Bill Page, Larry Lockshin, Armando Maria Corsi and Justin Cohen Ehrenberg-Bass Institute for Marketing Science, University of South Australia Calls from consumers, advocacy groups, and governments have seen industries adopt practices to reduce their CO₂ output. To this end, the wine industry
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
PACKWINE Forum & Expo
Friday, 18 June 2021 / Published in 2021, Design, Marketing, Packaging, Speakers, Technology, Wine
What do you buy when you hand over the cash for an Akubra hat, a pair of RM boots or a Country Road shirt? A high quality item of clothing that’s going to keep you warm and dry? Or something more? Would you be just as happy to have precisely the same item if it
PACKWINE Forum & Expo
Thursday, 13 May 2021 / Published in Announcements, Design, Marketing, News, Packaging
A product’s design demonstrates brand values and gives clues to the quality of the wine inside. It can also help the product stand out on the shelf or on a website. With the way that wine is purchased now changing, and with technology and social media becoming vital marketing tools, it’s more important than ever
While alternative packaging options for wine products are likely to play a larger role in the future, will these be embraced by consumers? Jakob Mesidis, from the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science, will expand on this important topic in his webinar presentation at the 2021 PACKWINE Forum & Expo, launching online
PACKWINE Forum & Expo
Wednesday, 28 April 2021 / Published in Marketing, Packaging
By Justin Cohen, Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science, University of South Australia Justin explains the distinctive assets of a wine brand as they apply to labelling and packaging and how they can be used to increase the chances of a wine being noticed on a shelf or online. In the Spring 2020
PACKWINE Forum & Expo
Friday, 23 April 2021 / Published in international, Marketing, Packaging, Speakers
Dr Larry Lockshin, Professor of wine marketing at the University of South Australia, will, as a speaker at the upcoming PACKWINE Forum & Expo, question whether wineries should adapt their packaging for different markets. “With volatility in export markets due to China’s imposition of high import taxes, it is important to consider the packaging requirements
PACKWINE Forum & Expo
Tuesday, 13 April 2021 / Published in Design, Digital, influencer, Marketing, Packaging, Speakers
Dr Rebecca Dolan, a senior lecturer specialising in digital marketing and program director for Wine Business at The University of Adelaide, is to explore the effectiveness of influencer marketing in the digital space. “The wine industry is recognising the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach and engage