English sparkling wine - branding - Essay Example

English Sparkling Wine - Branding English sparkling wine is one of the most popular and celebrated brands of sparkling wine, produced from the vineyards in England and The Channel Islands (Skelton, 2009). There are a total of 419 vineyards in these areas, among which half are committed to the brand (Brown, 2012). This exclusivity forms the basis for English Sparkling Wine brand building. The brand is so popular that it is progressively being preferred to Champagne and thus, offering stiff competition to the other champagne and wine alternatives.

Sparkling wines occupy a place above the other varieties wines, having a higher price range and quality. This is a product whose value is augmented by the long periods of standing and fermentation. At the same time, the price is apt enough to stand along the Champagnes using the price advantage. This is creating a brand value for the product. These wines are thus, more affordable and the increased rate of consumption is thus, justified. This growth is also reflected in the returns, which have seen more than 50 percent hike in the last 5 years (Skelton, 2008).

The products from English Sparkling wine have won appreciation and awards from many Wine luminaries. These have been on the wine reward and recognition radar from even the ‘90s. The brands received awards such as International Wine and Spirits Awards, Decanter World Wine Awards, Del Mondo World Sparkling Wine Championships and so on (Skelton, 2009). The rewards have thus acknowledged the brand and dealt with the promotion aspect. The health implications of alcoholic drinks such as Champagne, are making the customers switch to safer options.

This has also contributed to the promotion of the English Sparkling Wine. This has also influenced the wine choices of the 25-34 year age groups, who form the largest segment of wine patrons (Bainbridge, 2012). The English Sparkling Wine brewers are trying to create a label for themselves (‘Britagne’ is one such suggestion), so that they can be differentiated from the other popular sparkling wine brands. Export promotion is also on their anvil to ensure the viability of the brand (Brown, 2012).

ReferencesBainbridge, J (2012). Sector Insight: champagne and sparkling wine. [ONLINE] Available at: http://www.brandrepublic.com/analysis/1148234/. [Last Accessed 18 March 2013].Brown, M (2012). English Sparkling Wine: The Future?. [ONLINE] Available at: http://societygrapevine.com/2012/10/english-sparkling-wine-the-future/. [Last Accessed 18 March 2013].Skelton, S, (2008). UK Vineyards Guide 2008. 1st ed. London: Lulu.com.Skelton, S (2009). Sixty Years of English Wine. [ONLINE] Available at: http://www.

englishsparklingwine.co.uk/60_years.htm. [Last Accessed 18 March 2013].