Increasing sales through strategic branding for the alcohol beverage category.
Jonathan Becher is a technology and marketing expert and the Chief Digital Officer at SAP. He recently wrote a Forbes article entitled, “The Psychology of Wine Labels” and was kind enough to reference my book, 99 Bottles of Wine:
“In his new book, 99 Bottles of Wine: The Making of the Contemporary Wine Label, Schuemann reveals the strategy behind the company’s most successful packaging designs. The book contains a wide variety of photographs of some of the most eye-catching … Continue reading
Why Write a Creative Brief?
As the number of brands in the wine industry continues to skyrocket, the task ahead for marketers is more difficult than ever. In 2014 alone, the TTB approved over 100,000 new wine labels. Compounding the issue is the wine consumers’ declining ability to differentiate between this myriad of choices within a category where product attributes overlap considerably. With the number of SKUs on-shelf growing at … Continue reading
Proper tiering plays a powerful role in alcohol beverage branding. Designing the packaging appropriately for each price point, product type and quality level is crucial in order to avoid confusion amongst the various tiers. A properly designed system will help attract consumers seeking products at particular price points and provide a strong family look for your brand portfolio. If designed improperly, products in … Continue reading
Packaging and advertising are both crucial components to any marketing mix, but which one has more influence at the time consumers make their purchase decision? More importantly, which one is giving you a better ROI?
The correct balance of investment between packaging and advertising is even more crucial for smaller brands with limited budgets. Packaging is a proven ally on the front lines of the retail environment.
Here are 3 … Continue reading
