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AWARDS
VIEW: MICHELLE BECK
competitions are a great means of
VIEW: NICKI DAW
AWARDS OFFER
driving positive publicity. Everyone
Marketing manager, likes a winner and wants to know Marketing manager,
Australian Vintage
CONSUMERS
about a winning product and Cellar Trends
“Awards offer consumers
CONFIDENCE THAT
winning competitions gives a “Ultimately they are a great
confidence that the wine in reason to shout about your brand.” means of driving positive
question has been accredited as
THE WINE IN
This platform is indeed a good publicity. Everyone likes a winner
being of a very high standard by area to shout about your brand, and wants to know about a
an unbiased panel of judges. In
QUESTION HAS
but in addition there is the winning product and winning
what is becoming an increasingly
BEEN ACCREDITED
increased sales through publicising competitions gives a reason to
fragmented market, awards are a the award. Once these wheels are shout about your brand.”
simple and effective way of AS BEING OF A set in motion, time and publicity
differentiating your wine style and
VERY HIGH
multiplied by a succession of
brand from that of your awards will build a brand’s medal on a bottle is an ideal
competitors.”
STANDARD BY AN
reputation, as well as that of the indicator that the wine is good
company behind it. “We aim to quality, having been endorsed by a
UNBIASED PANEL
build our reputation from a quality third party, thus giving a consumer
companies wanting to enter
OF JUDGES
perspective,” says Simon Thorpe, the “confidence to try it”.
competitions, as Vanessa Wright, VP of wine development and
communications director for Chivas purchasing for Constellation Returns on the investment
Brothers, explains. “Awards are Europe. “Awards gain recognition, As is to be expected, the potential
important to us as they represent a build brands and brand equity,” he for such positive publicity does not
third-party endorsement of the continues. “In short, they deliver a come free. Many competitions,
high quality of our wide range of message of overall quality to a particularly the more prestigious
Scotch whiskies and premium gin.” consumer.” Hi-Spirits managing ones, cost money to enter. For
Wright also believes that some director Jeremy Hill is also keen to example, entering the IWSC costs
competitions are so highly use an award win as the basis for around £140 per product. This
regarded because of the judges. some positive press. “Being may seem to give the bigger
For example: “The ISC judges are acknowledged and recognised companies an advantage, as
all respected industry members, within the industry constitutes a entering for this amount is a
whisky writers and experts, master status boost in the eyes of peers calculated risk with a cost that is
distillers and blenders.” and competitors,” he says. “It is a easily offset by a product’s profits.
In addition to being recognised status boost that can be used in For a small company to enter,
by your peers, winning an award marketing and press releases.” they would have to be very
cements a point of difference in the A big part of publicising the confident of a win else the
consumer’s mind. Yet there is also award is done via the retailer. If a investment amounts to little more
the long-term view, which allows medal is not on a bottle, it is quite than money down the drain. As
for building brands and likely that some reference to it will
subsequently brand equity over a appear on a shelf barker or other
sustained period. “Awards offer notice in-store. For multiple retailer
VIEW: MELISSA DRAYCOTT
consumers confidence that the Sainsbury’s the promotion is not Senior wine buyer,
wine in question has been always of another brand’s product, Sainsbury’s
accredited as being of a very high as the supermarket is heavily “Winning medals is extremely
standard by an unbiased panel of involved in own-label produce, important to us as it not only
judges,” says Michelle Beck, such as its award-winning Taste the proves that we are doing a good
marketing manager for Australian Difference Vintage Champagne. job in sourcing quality wines for
Vintage. “In what is becoming an “Winning medals is extremely our customers but it helps
increasingly fragmented market, important to us,” says Sainsbury’s customers choose wine too. A
awards are a simple and effective senior wine buyer Melissa Draycott. medal on a bottle is a cue for
way of differentiating your “It not only proves that we are them that the wine is good quality
wine style and brand from that of doing a good job in sourcing and has been endorsed by a third
your competitors.” Nicki Daw, quality wines for our customers but party so it gives them the
marketing manager for Cellar it helps customers choose wine confidence to try it.”
Trends, agrees: “Ultimately too.” Draycott also feels that a
UIforward
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