It is common to hear that “wine brands are built in the on-trade”, but are consumers really more exposed to brands in restaurants than they are when browsing for wine in supermarkets?
Off-trade is probably the place where most of the “wine communication” takes place.
Brands are built, essentially, inside our brains. They are what we believe they are and are perceived differently by different people.
First of all, for a brand to be a brand, we need to be aware of it. Brand awareness is the first step in brand building.
Now, what makes us aware of a certain brand? Consumers need some source of contact with a brand to start being aware of it in the first place.
Attracting attention among the many other bottles on the shelf, getting picked up to read the grape varietals and seize clues on the history behind the label, being chosen among the other bottles and placed in the shopping cart: this is how it all begins!
Source: Wine Intelligence article