Sensational New Discovery
Cooling Minty Qualities which are Attractive
Triumph of Adelaide Hills
|
|
Are Heritage Wine Brands Worth Anything?
Sunday, 22nd April, 2012
- David Farmer
Australian wine has a very long and rich heritage which began with vineyard plantings in the Sydney Basin, spread to the Hunter Valley and had its greatest flowering in South Australia. I use the word 'had' as no one seems to care much about this history. The failure to nurture our great heritage brands is nothing short of astounding and to watch 'wanna be' marketing stars destroy one after the other saddens me.
This is what could have happened and these passages are from an article in the New York Times, November 8th, 2010, 'The Guardians of Heritage' by Robb Young.
As the archivist for Tiffany & Co. in New York, Ms. Sandecki can point to a simple set of the company's 150-year-old silver utensils lent to a local museum and convince reporters that it reflects American values. By painting a portrait of the self-made men and women who bought such tableware from Tiffany in the 19th century to establish themselves as people of substance, Ms. Sandecki anchors the brand at the heart of the popular imagination.
"Not only precise facts like Mademoiselle Chanel's routine of sitting on the fifth step from the top of the staircase to watch her fashion shows but also every garment in that scene of the show was actually selected by our archivists, making a progression of real Chanel outfits from 1916 to the present," explains Marie-Louise de Clermont-Tonnerre, who now acts as Chanel’s general manager for external relations.
One of the first things that Kim Winser did after she was appointed chief executive of Pringle of Scotland in 2000 was to hire a freelance archivist to create a presentation on the company’s nearly two centuries of history, a tool that Ms. Winser used often during her six years with the brand.
A dedicated Gucci section on Christies allows private collectors to upload photos of vintage items and make appraisal requests. Working with Christie’s experts, the Gucci archivist can certify authenticity and even invite owners to sell items directly to Gucci or during a Christie’s auction. Gucci’s chief executive, Patrizio di Marco, calls the service a "trusted venue for transactions of vintage Gucci items."
To my knowledge only Yalumba have an archivist and I wish they would use this collection more often and to their advisors who say it is irrelevant in the fast moving modern wine scene I say you are wrong.
|
R E C E N T
2 0 1 3
2 0 1 2
2 0 1 1
2 0 1 0
2 0 0 9
|
When Marketing is Not NeededMonday, 19th November, 2012
Marketing Bogus Items - Assets on Balance SheetsThursday, 4th October, 2012
In Recognition of Eugene Ferkauf - Retail PioneerThursday, 20th September, 2012
How Do You Tell Customers You are Changing the Recipe?Monday, 13th August, 2012
The Price Tension of Supply and DemandThursday, 28th June, 2012
Are Heritage Wine Brands Worth Anything?Sunday, 22nd April, 2012
Marketing a BusinessFriday, 2nd March, 2012
Using Negatives and Telling the Truth - Can it Work? Sunday, 15th January, 2012
The Dream of Sales and Marketing - Making Consumers SpendSunday, 13th November, 2011
Turning Disaster into TriumphSunday, 21st August, 2011
A Question of BalanceFriday, 1st July, 2011
Marketing a Colour Change in FishMonday, 9th May, 2011
Marketing the Aldi Way - A Note on Theo AlbrechtMonday, 7th March, 2011
The Art of Marketing the ArtsFriday, 14th January, 2011
The Deadly and Effective Comparative Marketing of WoolworthsWednesday, 24th November, 2010
Just Being Yourself Is Good MarketingSaturday, 9th October, 2010
Studies Show Wine Consumers Fall Into Unique SegmentsFriday, 20th August, 2010
Advertising Guru Sir John Hegarty Says Wine Market is ImpenetrableSunday, 1st August, 2010
Reclaiming Your BrandSunday, 4th July, 2010
Writing Job ApplicationsWednesday, 19th May, 2010
Marketing - The Rules of SuccessFriday, 30th April 2010
We Pay Tribute to a Marketing LegendTuesday, 6th April 2010
The Art of Marketing FragrancesWednesday, 24th March 2010
The Andre Rieu PhenomenonMonday, 1st March, 2010
Riding the Organic WaveSunday, 21st February, 2010
Keeping Supply Lower Than DemandWednesday, 13th January, 2010
Facts About Marlboro Man and MarlboroughWednesday, 18th November, 2009
Be Very Clear About What You are SellingMonday, 5th October, 2009
Diamonds are a Girl's Best FriendSaturday, 12th September, 2009
Ah yes, the Art of Marketing YourselfThursday, 16th July, 2009
Do You Understand the Creative?Sunday, 5th July, 2009
First Cat's Pee and Now the Taste of CigarettesWednesday, 17th June, 2009
Finding the Flavour that WorksWednesday, 10th June, 2009
Not so Easy at Fresh and EasySunday, 7th June, 2009
Twittering - Where Will it LeadSunday, 31st May, 2009
Is This Shooting Yourself?Sunday, 24th May, 2009
What's in the NameSaturday, 16th May, 2009
|
|