A significant moment in marketing wine, beer and spirits is centred around the point of purchase. This is the destination where consumers are faced with a vast range of products and ultimately decide on which brand to choose. This topic 'Selling Wine and Spirits' aims to examine the major destination options, including Cellar Doors (wine/spirit producers), Fine Wine stores and 'Big Box' outlets ('Bricks & Mortar' retailers), as well as Online retailers (third party operators).
As part of this examination, students will look at the various paths to purchase employed by these different retailers, the strategies used to attract and retain sales plus emerging trends in wine and spirit consumer purchase behaviourist. Topics include select advertising strategies, target marketing, building customer relationships, the importance of brand stories, pricing, convenience, retail store layout.
This topic ‘Selling Wine and Spirits’ aims to examine the major wine and spirits/craft beer distribution options to market, including cellar doors (wine/spirit/craft beer producers) and brand websites, fine wine stores and ‘big box’ outlets (‘Bricks & Mortar’ retailers), as well as online retailers (third party operators).