Marketing & Wine tourism

How to market wine to men

In the rush to bring women into wine, the wine trade has overlooked an important group – young men. But now, reports Felicity Carter, the big companies are paying attention.


How do you stand out in a category that’s crowded and difficult? Felicity Carter speaks to a designer who can make bottles jump off shelves.

The single serve

Single-serve wine formats are exploding in popularity, says Liza B. Zimmerman, appearing everywhere from big events to the off-trade.

Speaking internationally

It’s easy to make a faux pas when dealing with another culture, says Richard Siddle. But if you get your communications strategy right, on the other hand, you can connect with a global audience.

How to get a better deal

There are fewer wine buyers, putting smaller producers without ‘must have’ brands at a disadvantage. Felicity Carter asks the experts for tips on negotiating.

The matchmakers

Professional communicators are now a vital part of the wine industry, connecting producers with the media. Robert Joseph talks to the public relations professionals to see how they do it.

California on wheels

After seeing members of the wine trade devouring burgers while sitting on curbs in the parking lot at ProWein, Felicity Carter went to find out what was going on.

Chile finds its groove

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.

The clubhouse

Noted importer and distributor ASC Fine Wines have created a haven for wine lovers in the heart of Shanghai. Felicity Carter gets a tour.

Who holds the cards in own-brands?

UK own-brand wines are not only winning accolades in major wine competitions, but they’re taking up ever more space on the shelves. Adam Lechmere looks at who’s making them.

Overflow solutions

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.

When do you change the label?

Andrew Rosenbaum tackles the subject of when your packaging needs an overhaul.

The label worth a thousand words

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.