What sells a bottle of wine? It’s a combination of many factors, creating one complex, compelling proposition. Perception.
The consumer can’t touch or taste a wine until money has changed hands. So selling wine is about selling the perception of what’s in the bottle. Everything counts – the bottle, the capsule, the collar, the label, the name, the back label, the price, the country of origin, the region, the varietal, the year, even where it is on the shelf or in the wine list.
However, there is no single perception. Multiply the factors influencing perception with the consumers’ requirements and you have what Barlow Doherty believes is the world’s toughest marketing challenge: selling an infinitely diverse product to a infinitely diversified market.
That’s our profession and our passion.