This document discusses how wine brands can innovate and adapt to changing consumer preferences. It introduces concepts like GRABABA (grape-based beverages bought like beer), WINE, and LILUGO (liquid luxury goods) to categorize different types of wines. It suggests winemakers consider how consumers perceive their products and look for ways to create their own ambience through packaging, positioning, and turning customers into brand ambassadors. The goal is to understand what consumers want from a wine on different occasions and extend brands profitably to keep people engaged with them.
15. The McGuigan
project
Brief: to introduce
consumers to 50
McGuigan wines.
Give them
confidence to
experiment.
Build the McGuigan
Brand value by
linking to food
16. Share your
views on your
favourite
foods. And
maybe reveal
that you don’t
eat seafood.
Or cake.
17. Now share
your tastes in
wine. And
reveal your
dislike of oaky
whites. And
any kind of
red.
69. Interested in wine
Wants to look good
Keep loved ones
happy
Avoid
problems
Need a drink!
(alcoholic)
Maslow’s (slightly) revised hierarchy of needs
74. GRABABA is B L B
Spanish Red
Pinot Grigio
Vintage
Yellow Tail Chardonnay
Grape variety
Appellation
Moscato
Merlot
White Zin
Cava
Cupcake
WINE
Soil
Critical
recognition
Winemaker
NZ Sauvignon
Region
Apothic
(Bought Like Beer)
(Unlike wine – which is bought like Craft Beer)
75. Some wines are just wine
Of many wines there is nothing to be said. They are just wine. It’s
foolish to say anything more about them, but still some people try.
Jamie Goode - Wine Manifesto 2013
80. Spanish Red
Pinot Grigio
Vintage
Yellow Tail Chardonnay
Grape variety
Appellation
Moscato
Merlot
White Zin
Cava
Cupcake
WINE
Soil
Critical
recognition
Winemaker
NZ Sauvignon
Keep Light
Region
81. Spanish Red
Pinot Grigio
Vintage
Yellow Tail
Moscato
Appellation
Merlot
WINE
Soil
Critical
recognition
White Zin
Cupcake
Grape variety
Winemaker
NZ Sauvignon
Keep Light
Region
LILUG
LIquid
O
LUxury
GOod
82. Spanish Red
Pinot Grigio
Vintage
Yellow Tail
Moscato
Appellation
Merlot
Cupcake
WINE
Critical
recognition
White Zin
Lafite
Cristal
Napa Cab
Soil
Cristal
Korbel
Grape variety
Winemaker
NZ Sauvignon
Apothic
Region
Keep Light
Our notion of luxury may depend...
On culture, personality, situation, finances
83. Spanish Red
Pinot Grigio
Vintage
Yellow Tail
Appellation
Merlot
Moscato
WINE
Critical
recognition
White Zin
Cupcake
Lafite
Champagne
Napa Cab
Soil
Cristal
Korbel
Grape variety
Winemaker
NZ Sauvignon
Apothic
Region
Keep Light
LILUGO is also very often B L B
(How many people really care about Champagne vintages?)
86. Look at each of the wines on the shelf
Which category do you think it primarily
falls into: GRABABA, Wine or LILUGO?
And on which occasions?
87. Look at each of the wines on the shelf
Which category does the producer
think it primarily falls into:
GRABABA, Wine or LILUGO?
And on which occasions?
88. Look at each of the wines on the shelf
Which category does the
distributor/retailer think it primarily falls
into: GRABABA, Wine or LILUGO?
And on which occasions?
89. Look at each of the wines on the shelf
Which category does the consumer
think it primarily falls into:
GRABABA, Wine or LILUGO?
And on which occasions?