12/20/2023 0 Comments Waverley wines and spirits![]() Also present within the group was Margaret Reid who conducted the consumer research around the different angles and ideas for the brand that meetings like these produce.įurther issues included launch timing. I’m concerned it does not open the door enough for consumers." Dalrymple: "Ok, let’s write up two back labels with the different emphases to see how that works."Īs a snaphot of a meeting it gives an insight into how these products come into being. If they are not aware we are just left with Chardonnay as the selling point. If we take that option we are making assumptions about the consumer knowing what O&G means and then what Intro 2 stands for. Sue Vigor (DJPA): "I think it has to be O&G introduces you to …" P e r r y: "I am not convinced about that. We have to get our story right, and it’s crucial that we understand the personalities of Oliver & Greg and how we portray them." Louise Perry (Waverley group brands controller): "But what exactly is the product? Is it an – Intro 2 – introduction to Oliver & Greg, say, Chardonnay, or is it rather Oliver & Greg introduces you to Chardonnay…?" Let’s listen in: Hew Dalrymple: "Our customers want an approachable wine that is demystified and we must remember our core consumers are the entertainers and adventurers. I had arranged to meet Waverley’s marketing director Hew Dalrymple because he had told me he had "some exciting news" about a new launch.Īt the meeting it became clear that Waverley and DJPA had already come up with the brand idea of Oliver and Greg, two charismatic guys who would be "on the side of the consumer" in the pursuit of quality wine.īut there were still many issues to iron out. So why did Waverley decide to launch this particular product in this particular way? To find out let’s glide back in time to the Australia Day Tasting. ![]() The competition, the price point, the packaging, the grape and that chameleon character, the consumer. There are so many considerations to take into account. They were probably too busy looking for new grape varieties in the Andes or negotiating a TV deal to attend, but "their" wine had started the process of becoming a wellknown brand on the shelves of supermarkets, bars and in Chardonnay Girls’ kitchens.īut, as the Italians would no doubt agree, brands aren’t built in a day. ![]() ![]() The only things missing were the mythical characters who had lent their names to the new wine – Oliver and Greg. The brand message was clear, the key players in the company were present to promote it and the wine flowed. WHEN THE Wavelery Group launched its new brand at last month’s London International Wine & Spirit Fair everything was in place. Each lot has been pretasted by Sergio himself and all of the wines are stored on-site in IWM’s temperature-controlled cellar, ensuring the quality and integrity of every bottle.Waverley has revamped its Intro 2 range with an affable new brand image, Oliver & Greg’s. These gems can be obtained through direct consultation with an IWM Portfolio Manager, by joining “Sergio’s Cellar” Wine Club, or by scheduling a private tasting in IWM’s Vintage Tasting Room or Studio del Gusto. In addition to IWM’s portfolio of current releases, Sergio has amassed one of the greatest collections of vintage Italian wine in the world. With over 20 years of experience in the industry, comprising roles of sommelier, vintage broker, and his present position as head of his brainchild, Italian Wine Merchants, Sergio has established a network of Italian connoisseurs in every region who aid him as he unravels many of the complex issues regarding Italian wine. ![]() He travels to Italy up to ten times per year and personally sources 100% of IWM’s selection. Sergio represents an invaluable resource to collectors, enthusiasts, and wine writers. Under the direction of owner Sergio Esposito, IWM is widely considered the leading authority on Italian wine today. Since 1999, Italian Wine Merchants (IWM) has worked diligently to demystify Italian wine through its detailed website and weekly E-letter, Wine Clubs, educational tasting events and a carefully selected portfolio of current and vintage Italian bottlings. "Who knows Italian Wine? With more than 2,000 grape varietals and 27,000 producers, the Italian wine world confounds wine professionals and enthusiasts alike. ![]()
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