Re-Positioning Established Wine Brand

Reposition wine brand

Description

Objectives:
  • Assess brand equity for 1 million case import brand
  • Understand role of current package in brand success
  • Gauge impact of how changes in package would impact sales to current & prospective buyers
Methodology:
  • Focus groups and online survey
Result:
  • Significant boost in sales, increased acceptance by channel and many new customers