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AWARDS
VIEW: PAUL DUNN
as a reflection. “Hardy’s
VIEW: PAUL TURALE
BEING AN AWARD
consistently wins more than any
UK and Europe director, others, but when it comes to the Global marketing manager,
Valdivieso
WINNER WON’T
UK this may not necessarily be Peter Lehmann Wines
“We enter competitions that we
TRANSLATE TO
that useful.” However, if a brand “The primary reason we enter is to
feel give us the right profile and is “consistent year on year” this regularly benchmark our wines
send out the right message to LISTING OR BEING can “open doors with buyers who against the best globally to gain
customers and consumers. From
STOCKED WHEN
take note”. Valdivieso is another an objective third-party
2008 we have been targeting the company that has altered its measurement of both the quality
competitions we enter, whereas
YOUR PRODUCT
competition tactics this year. and style inherent in our range.”
previously we had a blanket “Previously we had a blanket
approach.”
WASN’T GOING TO
approach,” says UK and Europe
BE BEFOREHAND
director Paul Dunn. “Now we Effect on sales
think about the competition and With Pinetti’s comments in mind,
Cellar Trends’ Daw remarks, “It all whether it gives us the right it is well worth considering
depends on whether you win or profile. In short, we are entering whether or not award wins
not.” The return on investing is fewer competitions, but those actually translate into increased
the solution to a formula we are entering are better sales. Essentially it all depends on
comprised of: cost of entering, competitions.” Dunn believes that how the award is publicised, as
prestige of the competition and it has to be a case of asking which well as how prestigious or well
the ability to market any potential competitions are right for your known the award is. For example,
win. “We only enter a select brand, as entering is an expensive a Decanter sticker on a bottle
number of reputable competitions enterprise. “Competitions are has transcended industry-only
that will enhance the brand always subjective,” he continues, recognition, and is now accepted
values,” continues Daw. “If you “so we now have a concerted as confirmation of a quality
win an award it is very marketable effort to target specific product by a large proportion of
and can recruit new customers competitions for specific wines.” the wine-buying public. A big part
while also reinforcing the For some, however, the return on of this is down to its prevalence
relationship with your present investment is not tangible, and so and longevity, as consumers tend
customers. You can’t really put a the kudos and credibility outweigh to trust something they have seen
price on that.” Indeed, the actual considerations of money. “In real consistently for a number of years.
return on the investment may not terms the returns are almost When Sainsbury’s wins an award
be quantifiable or immediately none,” says Hi-Spirits CFO Gavin for one of its wines, they work with
apparent. Instead, the benefits Bacon. “It is incredibly difficult to the supplier to either incorporate
may well come to light over a quantify the effects of winning an the competition logo into the
longer period of time. “It is very award, and being an award label, add stickers to the bottles or
difficult to measure the return on winner won’t translate to listing or put shelf barkers in front of the
the investment in the short term,” being stocked when your product
says United Wineries sales director wasn’t going to be beforehand.” VIEW: VANESSA WRIGHT
Andres Perez de Herrasti. “Medals Despite this, there will always be
help to raise the profile of the the satisfaction of victory and the Communications director,
brand and are a reassuring factor recognition that you are doing Chivas Brothers
for the consumer when choosing something right. Immediate profit “Awards are important to us as
a wine.” increases may not be forthcoming, they represent a third-party
Like Cellar Trends, Constellation but the acknowledgement of endorsement of the high quality
Europe is now also embarking on respected industry operators is, for of our wide range of Scotch
a strategic approach to a lot of people, the most pleasing whiskies and premium gin.
competition entry. Thorpe states: aspect. “Nothing makes us more They also acknowledge the skill
“We are the biggest investor in our proud than a prize,” says Fratelli and experience of our master
brands in the marketplace.” He Martini’s Pinetti. “Prizes are all distillers and master blenders
goes on to explain that in about quality, while commercial and draw attention to the
Australia the show circuit is the results are a consequence of more craftsmanship that underpins
“be all and end all” and that the elements, such as sales and their work.”
wine business itself holds this up marketing strategy.”
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