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19 Crimes: a stroke of marketing genius … often poorly imitated
Mar24

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...

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Best wine bar in the world opens franchise
Oct16

Best wine bar in the world opens franchise

Our very first client was Thomas Cabrol, then founder of ProDegustation. We carried out a very complex market research project for him that led to improving dramatically the profitability of ProDegustation. After ProDegustation got sold in 2011 to the Videlot holding (owner among others of Chateau Petrus), Thomas prepared its next venture. He opened in 2013 a wine bar in Toulouse (N5 wine bar) that was voted best wine bar in Europe in...

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The Wine Business Innovation Summit in Brussels
Jan30

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...

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1855.com : how long can they survive?
Feb13

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...

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The surprise you don’t expect when you open up a bootle of wine
Nov21

The surprise you don’t expect when you open up a bootle of wine

Opening a bottle of wine is a rather usual experience (unless you open a really special and precious bottle of course). How to make this experience a little bit more unusual is what the Bogle winery found out. Their wines are rather inexpensive and easy to drink. The Californian wine makers added a little touch of fun and put different personalized corks in a same batch of bottles.Each work has a famous wine-related quote printed on...

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Is this what marketing in the wine industry looks like?
Oct19

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 their risks when purchasing...

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When marketing a product gets hard …
Jul30

When marketing a product gets hard …

When it comes to history-rich products,  marketing innovations becomes hard. WineSide may face such problems with its innovative tubes of wine. Although a patented technology is used to guarantee that the properties of wine remain unaltered, the unconventional shape as well as the screw cap differ so much from the classical standards that consumers may never be willing to adopt it. The screw cap alone is source of passionate and...

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