T: What does wine marketing mean and why is it important for a wine company/winery?
On earth, there is no product to sell without marketing efforts. A product, which is in competition on the market and has many competitors, requires marketing necessarily. Good wine no longer sells itself. Even in quality wine, there is quite high competition. Your wine, which is good by itself, must be known intelligently by humans. Therefore, marketing is necessary, which primarily wins the heart of the brand that needs to be created.
T: What are the unique challenges and possibilities in the marketing of Georgian wine within the wine industry?
In my opinion, we have made progress, we have overcome obstacles, but I desired to delve deeper and analyze trends further. Ten years ago, every Georgian wine label resembled one another. Nowadays, creativity flourishes.
I believe that for a final product, there is a crucial connection between wine, label and marketing. Wine is a very different type of product, and it faces different types of competition. Often, a marketer crafts specific product marketing and learns enough about it from a strategic point of view. This is sufficient. However, it’s not the same with wine. If you don’t understand wine well, you won’t be able to execute wine marketing. My opinion is that you need to know at least something about it. Often, marketing itself offers opportunities for the product. The product provides an opportunity to utilize a crisis effectively. Today, there is a true abundance of choices for both wine and strength. There was a time when people couldn’t understand why wine was put in a bottle. But now, things are significantly better here, and we have much to choose from. It was a time when a nation did not generally fir wine into a bottle, which is why things have improved greatly now. The main thing is that we should know the history of wine purchasing from here.
T: What role does pricing strategy play in wine marketing, and which pricing approaches are used by wineries?
The creation of prices is district from all other products, especially for wine. The most important aspect theoretically is that 100% of expenses must result in profit. Wine is not a primary necessity, and criticism from consumers is inevitable. My belief is that a person who prepares and values wine in this way, values this price and finds it reasonable. The establishment of prices is highly subjective, and everyone has the right to set a price that they deem appropriate for that wine.
It is possible for us to see one thing in the same barrel, but it is perceived differently in various price segments. We might think that it is the same thing, but it’s not. However, the real difference becomes much more detailed. Human resources are highly significant, and when more effort is put into the bottle, the wine’s value is communicated more effectively.
T: The story of Peaceful Wine – M7:
In my case, something interesting happened. I first created a brand book and then the wine. generally, I am very fond of wine culture. In 2019, almost evry wine had a unique label, and I decided to create a private label. In the last series, there was a predetermined outcome that was not decided. The focus group, however, was my close friends.
I went as far as making it very interesting, a good alcoholic beverage, and also well-made. At the time of writing, I noticed something in the slogan – “Mshvidi Wine” (Peaceful Wine) resonated differently and was very pleasing. Then, I faced a dilemma: whether to buy it for myself or someone else, like Brand Book, or whether I should start produce my wine. Others persuaded me, already having loved this brand like a child, and I began to start my own winery. When I almost lose my hope then I found Temur Berianidze and my collaboration with him was successful and now we continue to move forward with new ambitions.
T: The future plans of peaceful wine:
At this moment, we have 6 varieties: 2 European and 4 Georgian. In the near future, I plan to add one more variety, which will be red wine. We will diversity to 7 varieties, and here we will stay for a while. It’s announced that our goal is to expand beyond the Earth’s surface. Currently, we are present in 6 countries and will add four more countries.
Peaceful Wine was born on May 26, 3 years ago. The wine industry was hit by the pandemic. Many were nervous, but I’m glad I didn’t panic, and the pandemic, which had initially shocked me, game me the opportunity to use it. I believe a good marketer will turn a crisis into an opportunity.
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