Is focusing on brand the key to uncorking growth in the wine category?
Only 13% of wine consumers say returning to a brand they had bought before was an essential criteria in their purchase decision. In a category which lacks instantly recognisable names, a push towards brand could drive a stronger wine market.
The alcohol category contains some huge brands: Guinness, Martini, Stella Artois. All have an awareness score of 94% or more, according to YouGov’s BrandIndex tool, an enviable number by anyone’s standards.
The wine sector, though, lacks a similar list of universally recognised names.
No wine brand cracks the top 15 of BrandIndex’s most famous alcohol brands in the UK (a category which excludes beer and cider). The most famous wine brand, according to the ranking, is Jacob’s Creek, which has 83% awareness and sits 17th in the category.
