26-32 AwardsTSjpps:Layout 1 24/10/08 09:32 Page 32
AWARDS
VIEW: JEREMY HILL
correlating the two, and so a
VIEW: ANDRES PEREZ DE HERRASTI
NOTHING MAKES
doubt remains as to whether
Managing director, there is any effect at all. In short, Sales director,
Hi-Spirits
US MORE PROUD
there are too many variables to United Wineries
“Being acknowledged and
THAN A PRIZE.
answer the sales question with “Competitions are a good way of
recognised within the industry any certainty. For some however, measuring the quality of our wines.
constitutes a status boost in the PRIZES ARE ALL the answer is plain and simple: The fact that some of our brands
eyes of peers and competitors; a
ABOUT QUALITY,
“There is no change to sales,” such as Berberana have won 70
status boost to be used in says Fratelli Martini’s Pinetti, “at international awards since 2004,
marketing and press.”
WHILE
least not for our company where vindicates the constant effort of
numbers are already quite big. I our winemakers to maintain
COMMERCIAL
bet that prizes are a lot more consistency and improve quality
wine to highlight the win. “This is
RESULTS ARE A
influential in terms of sales year on year.”
the most effective way of growth for smaller companies.”
publicising wins to our CONSEQUENCE OF Cellar Trends’ Daw agrees, but
customers,” says Draycott, “as it
MORE ELEMENTS,
also highlights the long-term transcend trade-only interest
is more visual so we see better viewpoint that needs to be and filter down to consumer
sales uplifts. This can be anything
SUCH AS SALES
adopted. “There is no immediate perceptions. If a brand or
from 50% to 200% depending on
AND MARKETING
direct correlation to volume gains company consistently wins year
the wine and price point.” from entering and winning on year, even consumers with only
Paul Turale, global marketing
STRATEGY
competitions,” she says. “Instead a cursory interest in the products
manager for Peter Lehmann they are powerful tools for a will notice that a certain name
Wines, agrees that style and price brand’s equity and overall has been garlanded on a number
play an important role. “Winning reputation and this is a long-term of occasions.
an award can affect sales, but it and consistent means of growing There are those that think too
is not a guarantee,” he says. “The sales.” This long-term factor is many awards dilute the prestige
award, the wine style and one that should always be kept in of victory, but there is no way that
availability also play a significant mind. In today’s world of quick-fix the award circuit will be
role in any sales outcome.” There solutions and immediate returns, abandoned any time soon. It
is a long-held belief that adding a it is easy to fall into the trap of seems companies are aware of
medal to a wine’s packaging does thinking that an award win has this dilution fear, however, and
indeed have an impact on achieved nothing but kudos. For many are now adopting strategic
consumer perception, but Turale those that make the product, this approaches, only entering top
believes this “tends to have more is most likely reward enough, products into top awards. The
effect at the commercial end of but it is doubtful whether the best are pitted against the
the market”, where he feels moneymen will feel the same way. best, with the winner given
“consumers are looking for Valdivieso’s Dunn raises a further an accolade to mark this
reassurance as a substitute for point not yet considered. He success. And when it comes to the
knowledge of a specific wine”. believes that if a product, in his point of purchase, the point of
This point is emphasised by case a wine, is in retail already, difference an award bestows
Australian Vintage’s Beck: “Our then an award win does indeed no doubt affects a consumer’s
own research tells us that today’s affect sales. In addition to this purchasing decision. db
wine consumer is curious, but not though, Dunn states that an
overly confident,” she says. award win also “gives our agent VIEW: SIMON THORPE
“Thus, in-store endorsement is a and sales team confidence when
great way of assisting them in selling the wine” and provides VP of wine development
exploring alternative options, “a reassurance factor for the and purchasing,
comfortable that the wine has sales person”. Constellation Europe
been endorsed by a third party.” And so despite the fact that “The key element is to build
Despite this, many believe the there is no direct path that can quality wines. Gaining recognition
prestige of winning an award far be traced from award win to builds brands and brand equity,
outweighs any sales benefits. This sales increases, it is commonly providing an overall quality
could be down to the fact that accepted that the merit attached message to a consumer.”
there is no direct way of to an award-winning product will
32
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100