19 Crimes: a stroke of marketing genius … often poorly imitated
In 2018 the Australian group Treasury Wine Estates revolutionized the marketing of “mass market” wines. By introducing augmented reality with its “19 Crimes” wine, they turned the customer experience upside down, and sales of “19 Crimes” went from 4 million to 18 million bottles in just 18 months. A stroke of marketing genius that remains, despite many imitations, unmatched and wildly misunderstood by followers. Summary Introduction 19 Crimes: analysis of a success 19 Crimes followers have...
The Wine Business Innovation Summit in Brussels
The Wine Business Innovation Summit (WBIS in short) was organized on Jan 19th in Brussels to gather entrepreneurs and leaders of the wine industry and fuel inspiration among the participants. The least we can say is that it was successful. We were invited to this event back in 2012 a time when the organizers, Jens de Maere and Marc Roisin, were looking for someone to give an inspiring introductory speech. Unfortunately the tight agenda eventually didn’t...
1855.com : how long can they survive?
Life is sometimes hard, especially for losers. Within a few days I read two different articles about 1855.com. The first one was published in the magazine “la Revue du Vin de France” which is a magazine specialized in wine and wine making. The other one was published in Le Figaro, a few years ago. I must admit 1855.com did very well in getting outstanding press coverage. They went to the stock market, and purchased two other...
Is this what marketing in the wine industry looks like?
A friend just offered me a bottle of wine. It was just wonderful. Thank you. What surprised me was the tag attached to it, which claimed the 94 points obtained from Robert Parker in the Wine Advocate. Well, ok everyone knows that Parker decides on whether a wine will be a success or not. But let’s face it. It has lasted for too long. Wine lovers were happy to find a reference years ago to limit...
