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Better Half Wine
Better Half Wine
Challenge: With so many unique brands of beer and wine and with distributors turning down business due to lack of capacity breaking through the industry is close to impossible. Sonoma Wine Group found its niche (using a comprehensive network of beer distributors) and needed to place all of its varietals under one umbrella – not only getting distributors to carry them, but to be excited about it. QMG was hired to define the brands and build programs to introduce and leverage sales in the state of Florida.
Solution: Realizing that multiple varietals under different names creates an influx of confusion, QMG utilized several tactics including planning sessions, focus groups, brainstorming segments and a complete analysis of the market landscape and positioning of wine brands. Finding out what was on the shelves and what needed to happen to make both a name and packaging catch the consumers’ eye were the first questions answered by QMG. At the QMG laboratory, a new brand was born, one that has an understanding of the client’s goals, can house multiple varietals, speaks to consumers and facilitates the transition of wine being distributed through a beer network.
Result: With a new name, look, feel, unprecedented packaging and labeling, marketing materials, distributor sale sheets, advertising, training manuals, publicity stunts, and a full-blown communications plan in place, “Better Half” is set to not only hit the shelves, but fly off of them this Summer 2006.
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