Thursday, January 19, 2017

Are All Wines "Premium" Wines?

This question came to me as I observed the following table as we were discussing brand segmentation in the the Mondavi case:



I found it interesting that bottles of wine ranging from $3 - $20+ /bottle were being identified as "premium" and distinguished on the high end of the spectrum by adding further adjectives. Is this a marketing ploy specific to Mondavi?

I dug in a little deeper and found the following segmentation online:



Why are Mondavi wines in the $3 price range self-identified as "premium" whereas, according to Wine Folly, that price range is identified as "Extreme Value"?

In any case, I'm looking forward to trying some bottles in the SUPER LUXURY or ICON segment in class....
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1 comment:

  1. Alyssa J. RappJanuary 19, 2017 at 12:13 PM

    The case is from 2006 so Wine Folly's demarcation is more reflective or "current" perceptions, although by definition, "extreme value" is a subset of "premium" segment.

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