Why Brand Value is the Wine Industry’s Juicy Topic – Alex Chrisman // Alta Co

Wine is a tough category with crazy competition, and differentiation is a struggle because there are similar grapes and winemakers and similar tastes. Yet some wine brands are more valuable than others. Why is brand value crucial to the wine industry? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why brand value is the wine industry's juicy topic.
About the speaker

Alex Chrisman

Alta

 - Alta

Alex Chrisman is Creative Director at Alta

Show Notes

  • 02:57
    What brand value means in the wine industry
    It is in its historical significance, the people behind it, where it came from, the processes applied, and its scarcity.
  • 06:32
    How did Prisoner become a popular wine?
    Does it relate to like its brand value? Or is it taste? Is it distribution? On top of those, they tapped into a missing piece of wine culture in the U.S.
  • 10:20
    The importance of differentiation in the wine industry.
    Differentiation in the wine industry is hard, but Prisoner Wine was able to differentiate by targeting a new market segment.
  • 12:12
    Its tough to put a wine brand out there ever you dont care about profits
    The smart way is to enter the market by learning and testing how an existing brand in your niche did it and tweaking it as you go along.

Quotes

  • "So much wine is made for reviewers rather than the end consumer. But There's an extraneous thing in there that creates the value and its story, its significance, its historical significance. It's, it's the people behind it. It's where it came from; it's the processes applied. It's how scarce it is." - Alex Chrisman

  • "They wanted to be positioned as this fantastic brand for young people who wanted to drink red wine in that sort of European way. And that's the most critical thing they got right." - Alex Chrisman

  • "There's a blueprint of a thing that exists, and that's amazing. There's a gap to a different market part where I have a cultural insight that this would apply." - Alex Chrisman

  • "If you get started in wine with a thesis, you're like; I want to look like this brand. I want to exist at this price point, then look at who the competitive set is." - Alex Chrisman

About the speaker

Alex Chrisman

Alta

 - Alta

Alex Chrisman is Creative Director at Alta

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