August 2015 P R A C T I C A L W I N E R Y & V I N E YA R D 59
W I N E M A R K E T I N G
The wine market is a particularly
crowded one, and this adds to the com-
plexity of wine-purchasing decisions
for many consumers. This suggests that
building a brand is very important in
the wine market and that successful
wine brand names stand out from com-
peting brands. In this research, we have
tried to link the type of brand name
Classifying New Zealand wine brands: Bird—personal; Martinborough—regional; Lone Goat—animal; Tohu—indigenous; Mt. Difficulty—geographic;
Hunky Dory—humorous; Neudorf—international.
