Chile may be pulling ahead in world markets, but it has struggled to communicate its value, largely because it’s too formal and unapproachable. Now, says Eduardo Brethauer, there are moves afoot to shake things up.
What does a winemaker do when there’s too much wine sloshing around in the tanks and no buyers on the horizon? In the New World, the answer may be to offer the consumer an amazing bargain. Robert Joseph looks at how they do it in South Africa.
Your wine label has only a few seconds to attract a customer in a crowded store. How do you make it stand out from the crowd? What design elements should you consider when targeting different consumer groups? Robert Joseph talks to some designers.