{"id":30,"date":"2015-06-17T12:00:03","date_gmt":"2015-06-17T12:00:03","guid":{"rendered":"https:\/\/steveraye.wordpress.com\/?p=30"},"modified":"2015-06-17T12:00:03","modified_gmt":"2015-06-17T12:00:03","slug":"my-wine-is-really-great-really-thats-your-point-of-difference-that-makes-a-difference","status":"publish","type":"post","link":"https:\/\/bevologyinc.com\/blog\/2015\/06\/17\/my-wine-is-really-great-really-thats-your-point-of-difference-that-makes-a-difference\/","title":{"rendered":"“My wine is really great.” Really? That’s Your Point of Difference that Makes a Difference?"},"content":{"rendered":"

Just hitting the wires today from a Vinexpo seminar on breaking into the U.S. market is this Just-Drinks article by Andy Morton on Vinexpo presentation on breaking into the U.S. market<\/a>.<\/p>\n

\"www.just-drinks.com\"<\/a><\/p>\n

At the end of the day it’s simply not enough to make a really great wine that sells like something twice its price.\u00a0 Maybe that was a tenable position 5 years ago, but now, it’s no longer unique, it’s ubiquitous.<\/p>\n

In my seminars, lectures and consulting, I stress the point that suppliers have to have a POD that MAD…a Point of Difference that Makes a Difference.\u00a0 Competitively superior is not a long-term strategy, someone will always be able to up their game to beat you at yours.\u00a0 So the challenge is to develop a brand that is unique, not “better than…”<\/p>\n

I think Mel Dick has made some really good comments in Andy’s piece:<\/p>\n

“Nobody makes a bad wine”<\/strong>:\u00a0 Whenever I ask a producer who’s interested in coming into the U.S. what makes his wine different and special, I always get the same answer- “My wine is really good.”\u00a0 I agree with Mr. Dick,\u00a0 in that making good wine is necessary but no longer sufficient.\u00a0 The world is awash with really great wine.\u00a0 To distinguish a wine in a store today, suppliers must think about brand first.<\/p>\n

“The old story of someone telling me, my wine sells for US$15 and in a blind tasting it tasted better than a $30 wine – that’s not the answer.”<\/strong>\u00a0 A really great wine that tastes better than its price is no longer a competitive advantage.\u00a0 It’s expected.<\/p>\n

“I think about the name. And quite often I suggest to the supplier how we can tweak it to make it more presentable.”<\/strong><\/p>\n

Remember, this is coming from a distributor not<\/strong><\/em> an importer.\u00a0 Wineries have to expect they’ll get strong and unsolicited recommendations from both levels to change things.\u00a0 So recognize it’s a collaborative process to balance maintaining the integrity of the brand as the producer developed it, and whatever changes are suggested by your U.S. partners.<\/p>\n","protected":false},"excerpt":{"rendered":"

Just hitting the wires today from a Vinexpo seminar on breaking into the U.S. market is this Just-Drinks article by Andy Morton on Vinexpo presentation on breaking into the U.S. market. At the end of the day it’s simply not enough to make a really great wine that sells like something twice its price.\u00a0 Maybe […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[1],"tags":[8,80,104,142,170],"class_list":["post-30","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-andy-morton","tag-just-drinks","tag-mel-dick","tag-southern-wine-and-spirits","tag-vinexpo","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p7k1BV-u","jetpack_sharing_enabled":false,"_links":{"self":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/30"}],"collection":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/comments?post=30"}],"version-history":[{"count":0,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/30\/revisions"}],"wp:attachment":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media?parent=30"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/categories?post=30"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/tags?post=30"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}