One thing we’ve all learnt and appreciated over the past year, is the value of good wine when it comes to lifting the spirits and creating a sense of occasion at home. It helps especially when you have access to high quality, Australian made wine like those from the Brown Family Wine Group, including Innocent Bystander, Tamar Ridge, Devil’s Corner, Pirie and Brown Brothers. We’re lucky to work with these incredible brands, helping spread the word via strategic PR strategies including media and influencer relations, as well as brand collaborations.
We spoke to Mat Janes, Head of Innocent Bystander, and Katherine Brown, Winemaker, Brand Ambassador & Public Relations, from the Brown Family Wine Group, about what they’ve learnt over the past year when it comes to wine marketing, and how they’ll continue into the future.
Mat Janes, Head of Innocent Bystander
1. What do you see as the biggest shift in consumer mindset and preferences coming out of 2020, when it comes to wine and wine marketing?
Consumers have a greater appreciation for and willingness to support local wine businesses, both winemakers, wine stores and bars. This can be extended across the liquor category to include brewers and distillers too. When it comes to marketing, this has played out in the form of experiential offers, be it virtual tastings during lockdown or new tasting experiences. The shift to digital has also defined the past year; deeper community engagement through social media, click and collect and delivery from producers, restaurants and retailers and a greater focus on direct-to-consumer sales from producers.
2. Looking forward, what’s one marketing insight/improvement you’ll take from 2020 and leverage in the future? And, what’s one thing you wouldn’t do as much?
We’ve always placed a lot of focus on the friendly and approachable service we’ve offered at our venue in Healesville, it’s been a pillar of our brand growth over the years. We also spent a lot of time engaging in events and experiences. When 2020 took away the bricks and mortar and events, we were left with a greater appreciation for the more esoteric element of our community. We learned that we could stay connected with people and grow our community through good social communication and media outreach, but it also became apparent that our website user experience did not match our in-person connection, so we’ll be working on improving that in the year ahead.
3. What do you see as being the most important marketing trend/tool in wine in 2021?
Community. Brands that had one and nurtured it over years were able to ‘pivot’ and retain engagement, businesses that hadn’t fostered a community found themselves trying to start from zero at the worst possible time.
4. How do you think the Australian scenario differs to the global context when it comes to marketing in your sector in 2021?
Australia can tend to follow some global trends, but we also have a tendency to support local. We’ll see the Australian wine market follow the global trend around ‘better for me, better for the planet’ with lower alcohol offers and sustainability at the heart of that proposition. But we’ll also see the local angle play out with the growth of some new ‘global’ varieties that are well suited to the Australian climate. The voyage of wine discovery will be a wine marketing mainstay in the year ahead as global travel is replaced by flavour adventures in food and wine. I think we’ll also start to see wine doing some very ‘unwine’ things to meet consumer demand for lower alc and refreshment.
Katherine Brown, Winemaker, Brand Ambassador & Public Relations
1. What do you see as the biggest shift in consumer mindset and preferences coming out of 2020, when it comes to wine and wine marketing?
There’s been a real return to home grown everything – locally sourced and with a story. With the long-established Brown Brothers brand, we’ve seen many customers come back to old favourites after experimenting in the years preceding the pandemic. That said, there does seem to be an appetite for experimentation when it comes to new varieties. We also saw an increase in regularity of purchase which we sense comes from more routine online shopping routines.
2. Looking forward, what’s one marketing insight/improvement you’ll take from 2020 and leverage in the future? And, what’s one thing you wouldn’t do as much?
We see the trend of more relaxed consumption of wine continuing. For example, Prosecco has very much become a wine to drink at any time. We’ll continue to communicate the idea of opening a great bottle (whatever the variety might be) just to celebrate the fact you made it to Tues evening (!) or for the pure enjoyment of it, not just for celebration.
In 2020 it was really clear to see what our consumers really wanted, and we’ll continue to ask just that and deliver on it. To that end, we saw increased demand for fruitier, off-dry wines so you’ll likely see more product development in that direction. We’ll keep listening to the market rather than trying to lead them. My grandfather always said you need to be out in the cellar door talking to the people drinking your wine. It’s become even more important.
In 2020 it was a necessity, but I feel there will be less focus on large events and gatherings in our marketing plans going forward generally. In line with that trend towards more casual consumption, we’ll be considering more intimacy in our marketing.
We’ll also be developing more wines like our Brown Brothers Refreshingly Light range that suit an active lifestyle.
3. What do you see as being the most important marketing trend/tool in wine in 2021?
The low and no alcohol movement and lighter style reds for easy drinking at BBQs and other for other relaxed consumption.
4. How do you think the Australian scenario differs to the global context when it comes to marketing in your sector in 2021?
Like with everything “Australian” we seem to have led the way with this more relaxed wine drinking behaviour but I’m definitely seeing it filter through globally now. For example, hospitality venues are vastly limited in France currently and people are drinking wine more together in groups at home, like we do in Australia. This is good for Australian wine exports as generally our wines are already perceived as easy going and fun.
Do you work with a wine or alcohol brand? Join the Brown Brothers Family Wine Group and get in contact with us on how we can help elevate your brand through strategic marketing.