AWARDS WINE: Top drops
31st October, 2007 by db_staff - This article is over multiple pages: 1 2 3 4 5 6 7Fionnuala Synnott asks whether the benefits of winning an award extend beyond promoting the brand
Winning an international wine award, whether it’s from the IWSC, the IWC or Decanter, is a great achievement for a winery, both in terms of building its reputation and increasing its sales. A medal on a wine label can act as the ultimate USP on an otherwise anonymous supermarket shelf. But in addition to raising consumer awareness of the winning brand, international awards can raise the profile of a country by drawing attention to the quality of its wines.
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One of the downsides to these competitions and the commercial potential engendered by a win is that some wineries are criticised for making wines solely for the purpose of winning trophies and not to satisfy consumer demand. Paul Schaafsma, of McGuigan Simeon, is less convinced: “The results of these wine competitions can sometimes force people to question the criteria of the wine judge. I’m not sure I would react to what the judge thought unless he was particularly well-informed and knew what consumers really wanted. A lot of people are cynical about these awards and how they relate to commercial reality. The results often won’t be reflective of what consumers are looking for. For instance, Australian Syrah is often criticised by judges for being big and bold but consumers love it.” Fistonich adds, “The wine industry tends to react to Parker, but if everyone just made wines in the style that he liked drinking, wine would be very dull.” Leave a ReplyIf that's interesting, how about this?None FoundMost ReadBurgundy leads non-Bordeaux trade – but not DRCFebruary 1, 2012 - by Rupert MillarTop 10 UK cigar barsJanuary 31, 2012 - by Gabriel SavageLuxury brands need to say “no”January 30, 2012 - by Lucy ShawAustralia rivals grand cru BurgundyJanuary 27, 2012 - by Gabriel SavageIWSC National Wine Producers of the YearJanuary 26, 2012 - by db_staff |