Successful wine brands ‘tell a story’

29th January, 2015 by Lucy Shaw

In a competitive market, in order to succeed as a wine brand rather than a label you have to tell a story, according to Concha y Toro’s marketing director.

Sebastian Aguirre, marketing director for Concha y Toro’s premium wines

Speaking to the drinks business during a recent trip to Chile, Sebastian Aguirre, marketing director for Concha y Toro’s premium wines said: “It’s hard to find true wine brands on the market, most are just labels.

“The wine market is highly competitive and in order to succeed in building a strong brand you have to give the consumer something more by telling a story.

“I think wine companies should be taking a more of an emotional approach to marketing in their bid to engage with….

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