Cloof's cutting-edge wine marketing

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) November 8, 2009 -- Oscar Foulkes' most recent post on his blog www.oscarspleasure.com takes a look at the background to French wine marketing, and how this left them vulnerable to attack by Australian producers when they stormed onto the UK wine market.

Australia's big brands have themselves hit headwinds, perhaps proving that wine brands cannot be extended infinitely, and that aggressive price promotions are a double-edged sword.

Big Champagne producers stand alone in their use of lifestyle drivers in marketing activities, as well as limited brand extensions.

Into the fray has stepped Darling producer Cloof, with an iconoclastic "family of brands". Each product in the estate's portfolio is packaged in such a way as to reflect the uniqueness of the wine inside the bottle. The creation of brands such as Inkspot, The Dark Side, The Very Sexy Shiraz, Daisy Darling, The Cloof Cellar Blend and others has seen Cloof's sales grow in leaps and bounds.

Foulkes highlights the role of superior terroir in supplying the raw material without which this Old/New World marketing strategy could not be successful.

More information can be found online at http://oscarspleasure.com

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