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
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
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
Wine Intelligence country manager for Australia and New Zealand, Ben Luker, says it’s a good time to be thinking about wine packaging formats. “In a wine category dominated by the ubiquitous 750ml bottle, alternative formats provide an opportunity for producers to tap into drivers that the traditional glass bottle may struggle to deliver on convenience,
