Do you remember, a little over 10 years ago, when Australian wine was all anyone could talk about, especially Shiraz? It was as though knowing that Australian Shiraz, steered away from the common North American wine varietals, such as Chardonnay and Merlot, made one feel dangerously cutting edge, when stating that your new found wine favourite was a Shiraz.
It was through the Shiraz craze that we came to know Australian brands such Wolf Blass and Yellow Tail, and they had a fantastic run, for close to decade, but it did not last. On a positive note, the down under wine craze did make household names out of many Australian wineries.
The cooling off of the international love affair, now finds some Australian wineries exploring more current and relevant marketing schemes, designed to convert the new and keep the current engaged. Yellow Tail, for example, just recently closed their Wine Orchestra crowdsourcing campaign, where Yellow Tail wine enthusiasts were asked to submit an audio/video of themselves creating music, using their Yellow Tail wine. The result of the Yellow Tail campaign was a creative video mashup of the submissions and an ever living sub site called Wine Orchestra. Yellow Tail’s Wine Orchestra site, houses not only the mix of video submissions that the brand created, but it also gives site visitors a chance to create their own compilation. Though, in this campaign, Yellow Tail may not be remembered for it’s wine taste, it will unquestionably be remember for its creativity. Keeping them top of mind for the occasional and even less than occasional wine drinker, who’s looking to grab a bottle of wine for a specific occasion.
Some wine pundits may scoff at the approach above and push that we promote wine based on its components and makeup, but in a competitive market, and a changing spirit drinking demographic, aren’t new ways of brand and market share building needed? Yellow Tail now represents one fifth of Australia’s wine bottle exports, while others are forced to scale back.
Do you have an opinion on applying new forms of marketing to wine sales? If so, we’d love to hear it.