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Thursday, May 24, 2012

Wine promotion - street smarts - Sweden : bag in box is trendy!


Just back from Sweden where I noticed interesting wine localized marketing actions:

.Bag in Box: could you imagine a TV ad in France promoting bag in box? No!. But it's the case in Sweden and it's in even trendy (look at below creative packaging). Furthermore, bag in box sales represent 50 to 60% of the total wine sales. I guess the price is also weighting in the decision process as all alcohol are only being distributed through state own stores. In Sweden as well as in some others Nordic countries, states have a monopoly on alcohol distribution.
More about bag in box in Sweden: http://packagingsense.com/?p=1316http://www.nytimes.com/2007/01/14/business/yourmoney/14goods.html


Bag-in-Box creative packagings offering in Sweden
Bag-in-Box creative packagings offering in Sweden
.Branding: another interesting promotion. A tv show starting with the sponsor's commercial (a Chile wine producer). A bottle of red wine is shown with a voice only mentioning the brand and in the mean time a close focus on the brand on the label.
.Restaurant wine menu: country of origin and grapes are the only infos available.

Conclusion: think out of the box, forget about your own domestic market specific aspects and develop format and value proposition that fit with local demand. Basic marketing you might say, true, but is it clearly understood by most of French wine makers? Few do and gain market shares, while others try to roll-up same French approach. 

Bag-in-Box dispenser, Swedish deisgn
Bag-in-Box dispenser, Swedish deisgn
My personal advice: as the Japanese says when there is a problem to be fixed on the production line: "genchi genbutsu". Which literally means, see for yourself and not rely only on messages brought by others. Extrapolated to wine: visit yourself with an open mind market(s) you are targeting BEFORE promoting your wine. It could save you a lot of money!

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