I'm brand new on W&HN. Quite honestly, one of the main reasons for me joining was to (hopefully) create a vibrant discussion around origin branding for wineries and vineyards. (A brief disclosure: we are currently developing a service that helps wineries/vineyards effectively communicate the unique qualities of the location/origin)
A brief overview of the facts concerning origin branding so far:
Appellation and region ranked in the top 10 factors influencing wine consumer purchase
decisions in retail and restaurant settings. (WBM, June 15, 2008)
49% of consumers in a retail setting cited region of origin as a very important
factor in their purchase decision, and 36% cited origin as somewhat important.
“Origin … is the single most important aspect of wine in establishing pricing,
positioning, and promotion for wines in all sales channels throughout world
markets.” (Marshall, 2009)
Would love to hear your impressions and interests concerning origin branding, and to see who out there is using origin as a key marketing/communications tool.