The paper “ New World Wine - Sales, Marketing and Branding” is an engrossing example of a case study on marketing. Production of New World wines is predominant in regions of the globe that have of late become famous winemakers. Australia, United States, Argentina, Hong Kong, Canada, New Zealand, Chile, South Africa, and Mexico are all New World wines makers. For the most part, New World vineyards now have hotter climates, with many located in irrigated deserts, making the grapes during harvesting to be much more ripen. This causes the wines to be more full-bodied and of higher alcohol content.
There is an emphasis on fruit-driven flavors in the production of New World wine. Compared to the Old World winemakers, the new winemakers value oak barrels used heavily in the making process. In the late 1980s, the Australian Chardonnays were popularized. Perfecting their wines became a challenge to the New World viticulturists who had to develop technologies (Kotler et al. 2006). Earlier lack of knowledge of what grapes would perform best in a given region was the reason for low productivity and sales.
Winemakers were able to subdue their lack of experience and knowledge with their land by adding compounds to the wine. Other methods involved the use of advanced irrigation systems, high dependence on the Oaking process and mixing grape varietals. Commonly used in the 1960s and 1970s, winemakers popularized varietal labeling by selecting grapes from many sources. New World winemakers least focused on their geography, but more on branding that comes at a greater value, and serves a multinational audience (Kotler, Haider & Rein, 2003). Australia Wine RegionsAcross Australia, there are more than 60 designated wine regions that have developed award-winning wines and a worldwide reputation.
The world’ s oldest Shiraz vineyards are in McLaren Vale and Barossa Valley of South Australia’ s, or Sauvignon Blanc which is the award-winning Margaret River of Western Australia (Lockshin et al. 2000). One can attend the winery events of Hunter Valley near Sydney, or taste the pinot noir, sparkling wines, flagship chardonnay of the Yarra Valley near Melbourne. An annual festival samples local wine, food, and culture in almost every wine-growing region of Australia (Kotler, Haider & Rein, 2003).
The biennial Tasting Australia is the largest event showcasing some of the very best Australia on offer. This paper will discuss three wines regions of Coonawarra, Clare Valley, and Yarra Valley. Terroir Coonawarra Clare Valley Yarra Valley Soil and Geology Cigar-shaped Red Terra Rosa on the Limestone Coast. Brown rendzina, soil which successfully grows vines (Clive, 2002) Ranges from brown-grey to red over basement rock. The middle section soils of the Yarra Valley are ancient. Intersperse of broken sandstone of the mountain-derived sandy clay loams (Clark, 2004). Brilliantly colored red volcanic soil highly friable is the other soil type much younger in origin and is found in both the Lower and Upper Yarra Valley. Topography Usually flat with some small undulation on the sides to the east (Clark, 2004) Delightful rolling hills dotted with wonderful stone buildings form beautiful landscapes Elevation ranges from 50m-400m. Climate and Microclimate The maritime climate is not different from Bordeaux.
In the growing season, there is about 219mm rainfall in October-April from the annual of 585mm. Temperatures are down to 19.1° C in January due to extensive cloud cover. Moderately continental, with warm to hot summer days and cool to cold nights.
The wines are planted from 1,300 to 1,600 ft (400 to 500 meters). Rainfall is mainly in June - September (winter to spring). The annual average is about 630 mm. Irrigation is desirable since Summers are dry and also ensure a minimum of fungal diseases. Yarra Valley rainfall is typically between 750mm - 950mm. In relation to the rest of Australia's viticultural regions, it is cool. The region is warmer than Burgundy but cooler than Bordeaux. Diseases Susceptible to the vine diseases excoriate and Eutypella scoparia The low humidity is seldom a threat but means fungal diseases.
Late in the growing season water stress is evident and may lead to total or partial vines defoliation (Clive, 2002). There are occasional ripening challenges with Riesling. Others are Frost and drought On the valley floor from time to time, Frost is rarely a problem but can affect the lower vineyards. Vegetation There has been created a balanced environment with a view to increasing weed competition (Clive, 2002). Inter-row planting of fine grasses achieves again and reduce vine vigor favoring greater fruit intensity Several species of Eucalypts, citrus, mulberries, acacias, quinces, feijoas, figs, and some others Floodplain Riparian Woodland, Riverine Escarpment Scrub and Box-Ironbark Forest (Clark, 2004) Grape varieties Renowned internationally are Cabernet Sauvignon and the Shiraz (Sundown Cabernet Merlot) Cabernet Sauvignon, Riesling, Semillon, Chardonnay, Shiraz and Merlot grapes (Clark, 2004) ( Annies Lane Chardonnay 750mL) Sparkling Wine, Chardonnay, and pinot noir (Yering Station Shiraz Viognier) New World Wine sales, marketing, and branding Coonawarra Wine Region showcases red dirt in all its marketing campaigns drawn from the red terra rosa soils.
They create and position red wines that are competitive in the global market. Cabernet Sauvignon wines of Coonawarra wine region of South Australia tend to have a characteristic menthol note or eucalyptus.
The regional brand image is what is communicated outwards to the external audience. Many wine consumers use a cluster of brand elements such as brand name, grape variety, wine region, and others to make a decision. The Coonawarra brand is more individual than regional (Bestland, 2002). The terroir that makes Connawarra a top brand rated highly in the UK and US markets comprise of compactness of the area, unique soil, relative isolation and people’ s spirit of cooperation. The increased level of sales is attributed to unswerving commitment and endorsement, planning that connects expertise throughout interest groups, genuine customer focus, and marketing of regional mission (Kotler, Haider & Rein, 2003).
The strategic consistency of brand images has been maintained across regional contact sources and points.
Bestland, E A 2002, The Dirt on the Coonawarra, a Press release from Flinders University.
Clark, O 2004, Australian Wine Companion. Time Warner Book Group UK. pg.12.
Clive, 2002, The Australian Wine Guide, Hospitality Books, NSW.
Kotler, P Haider, D H & Rein, I 2003, Marketing Places, Attracting Investment, Industry, and Tourism to Cities, States, and Nations, The Free Press, New York.
Kotler, P Bowen J & Makens, J 2006, Marketing for Hospitality and Tourism, Prentice-Hall, Upper Saddle River, New Jersey.
Lockshin, L Rasmussen, M & Cleary, F 2000, The nature and roles of a wine brand, Australian & New Zealand Wine Industry, Journal Marketing Supplement 15(4) pp. 17-24.