Great Wine Advertising and the Importance of Effective Messaging

Feb 20, 2018 Great Wine Advertising and the Importance of Effective Messaging

Effective Messaging

Following last week’s post on messaging and competitive positioning, I came across an advertisement for Chateau Gaby Bordeaux wine.  It was the most effective messaging for wine that I have ever seen. The copy read “Pairs nicely with sharp cheese, red meat and wines ten times the price.”  This advertising made the wine stand out above the crowd.  I am a regular wine drinker and like to drink decent wine and target spending $11-$13 per bottle.  I have had an opportunity to taste some top wines but they just don’t fit my budget with three kids in college.  So the copy that promises a wine far above its price resonated with me to such an extent that I looked them up online.  That is a very strong response.  Most wine advertising focuses on the rating of the wine or about how much fun you will have drinking it with your cool friends.  I discovered this wine was rated 92 which is high.  Since I like red wines from Bordeaux, I am going to try it even though it is priced around $25.  That is effective messaging!  You don’t have to be a marketing consultant to see it.

Bryan B Mason

Apollo Consulting Group, Newport, RI