14: Marketing Options

Question 1

What types of organizations can have an added benefit of marketing?

Answer 1

• an industry association
• a generic trade body
• an informal trade grouping

Question 2

Give 2 examples of an industry association.

Answer 2

• a consorzio in Italy

- the VDP in Germany

Question 3

Give 2 examples of a generic trade body.

Answer 3

• Wines of Australia

- Wines of South Africa

Question 4

Give an example of an informal trade grouping.

Answer 4

VIGNO, the Vignadores de Carignan in Chile

Question 5

What is the benefit of joining an organization like these?

Answer 5

• These organisations is to help promote their members’ products
• Considerably cheaper for individual producers than employing their own marketing expert
• Will benefit from the increased exposure of being marketed as part of a larger portfolio of wines