In the post-epidemic era, alcohol consumption in the Chinese market is also declining, and the market for individual drinks is shrinking rapidly.
As a wine company, in the face of such a cruel reality, it is impossible not to advertise wine, so how can we grasp the key points and use brand culture to do a good job in wine advertising?
Wine all over the world is about culture and technology. Cultural expression has always been the key work of liquor marketing, and culture is very important for the development of China's liquor industry, especially Chinese liquor, which cannot be separated from the spiritual attributes of culture. For a long time, liquor companies have preferred to enhance brand heritage and enhance popularity through traditional culture, poetry and liquor culture, art culture, and cultural IP.
Tan Ru believes that wine advertising is not only a display of wine quality, but also a cultural reflection of the value of wine in order to meet the personalized needs of customers. In today's wine market, brand culture is becoming increasingly important in advertising. By skillfully using brand culture, wine advertising can better engage your target audience and increase brand awareness and reputation.
1. Historical inheritance
The heritage of wine is an important part of its brand culture. Emphasizing the long history and traditional craftsmanship of the wine in advertising can highlight the brand's deep heritage and quality assurance, and stimulate consumer trust and goodwill. For example, some wines will attract consumers by showcasing the winery's history, family heritage, and unique brewing traditions.
2. Geographical Indications
Geographical indications are an important element of brand culture, as well as the unique quality and flavor of wines. Highlighting the geographical indication characteristics of the wine in the advertising can allow consumers to better understand the local customs and brewing environment of the wine, so as to deepen their awareness and recognition of the brand. For example, some wine brands will emphasize the famous appellation in which their winery is located, as well as the unique soil and climatic conditions.
3. Brewing process
The brewing process is the core competitiveness of the wine and an important part of the brand culture. In advertising, by showing the uniqueness and exquisite skills of the brewing process, it can convey the brand's quality pursuit and ingenuity and attract the attention of consumers. For example, some beer brands highlight their unique yeast varieties, brewing techniques, and in-bottle fermentation processes to showcase the brand's uniqueness and quality assurance.
Fourth, brand image
Brand image is the comprehensive impression of wine in the minds of consumers, and it is also an important part of brand culture. In advertising, by creating a unique brand image, consumers can better recognize and remember the brand. For example, some high-end liquor products will emphasize their prestigious, luxurious brand image to attract the attention of high-end consumers.
5. Taste experience
Taste experience is the most direct experience of consumers on wine, and it is also an important embodiment of brand culture. In advertising, by emphasizing the taste characteristics and drinking experience of wine, it can stimulate consumers' desire to buy. For example, some fruity cocktails attract consumers by describing their refreshing taste, rich fruity aroma, and the drinking experience for different occasions.
Sixth, the target market
For different target markets, the advertising strategy of wine advertising also needs to be adjusted. In advertising, we should have an in-depth understanding of the cultural background, consumption habits and demand characteristics of the target market, so as to convey the brand culture and attract the target audience in a more targeted manner. For example, for the younger market, some wines will emphasize their sleek, dynamic brand image and taste characteristics.
7. Word-of-mouth communication
Word-of-mouth communication is the most authentic evaluation and recommendation of consumers for wine. In advertising, with the help of word-of-mouth communication, consumers can better understand the quality and reputation of the brand, and at the same time stimulate consumers' purchase intention. For example, some wines will increase brand awareness and reputation by showcasing positive reviews, recommendations, and word-of-mouth communication from consumers.
8. Cross-border cooperation
Cross-border cooperation is an innovative way to advertise wine. By cooperating with well-known brands or IPs in other fields, we can expand the market influence and popularity of wines. For example, some wines will carry out cross-border cooperation with fashion, art, sports and other fields to attract more consumers' attention and love.
To sum up, how to use brand culture in wine advertising can start from historical inheritance, geographical indications, brewing technology, brand image, taste experience, target market, word-of-mouth communication and cross-border cooperation. By fully excavating and displaying these elements, the brand value and market competitiveness of the wine can be enhanced, and the target audience can be better attracted and motivated to buy.
Tan Ru: Looking to the future, wine companies should always pay attention to the culture of target customers' preferences and the trendy culture of young people, combine these cultures with their own profound heritage, accumulate their own brand culture step by step, and attract more consumers through wine advertising to obtain their cultural identity.