Apothic red wine commercial band12/7/2023 ![]() ![]() “There is a bigger benefit in skewing more masculine,” she says, because it will attract both sexes. Austin says that – to an extent – the same thing holds true in wine. It’s well-known in book publishing that while women will pick up and read a book with a male protagonist, men will not read ‘women’s literature’. There was a big gap in the middle for a brand to come through that was bold, a bit more daring and dramatic,” she adds. Gallo also realised that there was a big opportunity to do something striking with the label, as wine shelves of the time were groaning with traditional labels that emphasised heritage, or “there were these whimsical brands that were a little bit more cartoonish. ![]() When consumers are walking down the wine aisle, there’s a lot of choice,” says Austin. “Something we consider sacred is the reliance on bold flavours. In 2007, winemaker Debbie Juergenson began working on the blend itself, to create a wine that was aroma and flavour forward – that was so clear and differentiated, consumers could identify it instantly. “We wanted to create something that was greater than the sum of its parts.” Birth of a brand E&J Gallo, who created Apothic, realised that while Millennials – particularly young males – wanted to embrace wine culture, they hadn’t found a brand that was both accessible, but also sophisticated. “There was an opportunity to define what a red blend stood for.” “Red blends were starting to come about,” she says, but they weren’t well defined. “When this brand was concepted and created, there were two factors at play.” The first was the emerging red blends category itself. “There is definitely a secret sauce,” says Heather Austin, director of marketing for Apothic. Apothic, however, is one of a handful of wines launched in the past two decades that has not only resonated with consumers, but gone from strength to strength. Yet, as with Hollywood films, even the glitziest launches can’t guarantee a box office hit. Blockbuster wines are like blockbuster movies – created to appeal to the widest possible audience, tested and tweaked at every turn.
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