{"id":14997,"date":"2024-06-26T11:10:27","date_gmt":"2024-06-26T20:10:27","guid":{"rendered":"https:\/\/argency.com\/deconstructing-wine\/"},"modified":"2026-08-03T11:13:55","modified_gmt":"2026-08-03T20:13:55","slug":"deconstructing-wine","status":"publish","type":"post","link":"https:\/\/argency.com\/en\/deconstructing-wine","title":{"rendered":"Deconstructing Wine"},"content":{"rendered":"\t\t
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Argency<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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26 June, 2024<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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6 min de lectura<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Deconstructing Wine<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Less wine is sold, but for the same value. The market is premiumizing and asking for a different strategy.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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New strategies for a market that is asking to evolve<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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As protagonists in the world of wine communication, there are events that are definitely unmissable for Argency in the endless search to go deeper. Wines of Argentina hosted the workshop \"Wine in 2030\" on June 12, led by the English Lulie Halstead, founder of Wine Intelligence and an expert in wine trends, which clearly set off our radars.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00a0<\/p>\n

The talk addressed the constant evolution of the wine sector, driven by changes in public preferences, global trends and advances in marketing, and how this marks a growing need for companies in the sector to adopt a market orientation to guarantee sustainable growth.<\/p>\n

We share here some highlights from the talk about how wineries can adapt to and benefit from these changing dynamics to optimize their branding strategies, plus our own reading and conclusions as a specialized communication agency, in line with the services we offer.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Global Trends and the Value of Wine<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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According to what was shared at the workshop, global macro trends show a reduction in wine consumption volume, but a stable value. From 2019 to 2023, global wine volume fell from 3.15 billion cases to 2.69 billion, while retail revenue value held at $202 billion.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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In short, less wine is sold, but for the same value. What does this mean? That there is a continuous premiumization of the market, where consumers prefer higher quality wines at higher prices.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00a0<\/p>\n

This audience phenomenon matches our experience with different wineries, where we see a segment of the industry that was born leaning on large volumes and today looks to offer a premium edge, whether by rethinking their portfolios or creating exclusive divisions within the companies, focusing the search on excellence and specificity. We respond to these needs with identity, communication and packaging strategies and effective marketing campaigns.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Premiumization and Moderation of Consumption<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Besides premiumization as a key trend, with significant growth in the premium and super premium segments, consumers are moderating their alcohol consumption, looking for products that meet their specific needs and desires, such as health and wellbeing.<\/p>\n

On this point we have been seeing a growing appreciation for the experience surrounding consumption. Younger audiences prefer to drink “less and better”, where better is not only the product, but includes the whole experience: first contact with the product, packaging details, service, purchase environment, consumption environment, after-sales service, and so on.<\/p>\n

It is more than the product, it is everything it means. That is what we call “added value” and our expertise lies in developing and communicating it.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Focus on the Market, Understand the Consumer<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The workshop observes that, to stay competitive, wine companies must prioritize understanding consumers’ needs, behaviors and preferences through research. Observational research and data collection (1st<\/sup>, 2nd<\/sup>\u00a0and 3rd<\/sup>\u00a0party data) would therefore be fundamental to obtaining this valuable information.<\/p>\n

What is called Market Orientation means that every area of the company, from winemaking to marketing, works together to satisfy consumer preferences. Unlike Product Orientation, where the focus is on the product’s self-perception, or Sales Orientation, where taking profit is what rules, focusing on the Market means understanding consumer preferences, leaning on the insights of partners in the sales chain, analyzing what competitors do and testing wines before launching them to market.<\/p>\n

Based on our experience, each type of orientation can be valid depending both on each winery and on its target segment. We believe what matters is to highlight that a Market Orientation is rather an approach that encompasses the sine qua non practices in all the studies that precede the strategies we propose.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Differentiate - Distinguish<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Two very interesting concepts were addressed in the talk: differentiation and distinctiveness. Both are valuable for brand growth and it is worth going finer to understand that they are not necessarily mutually exclusive. Let’s look at them in detail.<\/p>\n

Differentiation means making sure the brand is perceived as different in relation to other brands, in associations that matter to its consumers in a way that is enough to influence their purchase decisions.<\/p>\n

Distinctiveness, on the other hand, means making sure the brand is recognizable to consumers, making sure it looks “like itself”, appearing as “top of mind” at the moment of deciding a purchase.<\/p>\n

Our work at Argency means being able to read our clients’ growth needs and apply approaches of differentiation from the competition in certain cases, and strategies of identity building and strong branding when distinctiveness becomes the priority.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Adapting to New Audiences: the Gen Z Case<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We confirmed at the workshop that young consumers, especially Gen Z, have markedly different preferences. They are less likely to drink craft beers because of the cost and prefer to drink wine in informal settings such as bars and restaurants. They are also more influenced by other people’s opinions than by the grape variety or the country of origin.<\/p>\n

Our perspective shows every day the need to connect with new consumers and their preferences, which are an unprecedented challenge for the industry. Understanding perspectives on image, wellbeing, health and purchasing preferences makes for a unique cocktail that deserves a detailed study in each particular case.<\/p>\n

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So, what do we take away from the workshop?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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