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Tuesday, July 31, 2012

"Financial Times" on Georgia's marketing policy: "Cradle of Wine" slogan needs more time to ripen

31.07.2012 (Hvino News) Britain's "Financial Times" in its today's edition publishes an article by Alex Barker entitled "Slogan deconstructed: Georgian wine".  Due to FT's copyright restrictions Hvino News is not allowed to re-post entire article, which is related to the recent registration of slogan "Georgia the Cradle of Wine" in European Union (read more: "Cradle of Wine" is registered by Georgia as a brand name in EU")

Winemaking is an ancient craft in eastern Georgia. Indeed, Georgia claims that the region’s Alazani Valley was where man first mastered the grape some eight millennia ago. "Georgian wines face a tougher marketing challenge today. The plan? To brand every bottle: “Georgia: the cradle of wine”", - points out the author of FT article. The campaign has won the approval of EU, which has given it right to use the brand “cradle of wine” within the European Union exclusively to Georgia.

"This may, however, be a mixed blessing. Emphasising its rich heritage is the obvious way for Georgian wine to make its mark in a highly competitive global market. But some consumers may more readily associate cradles with babies or bottle racks than the history of the Alazani Valley. This slogan may need more time to ripen", - notes "Financial Times".

Before EU's recent decision, the brand "cradle of wine" belonged to a British company.

© Hvino News

1 comment:

  1. be a mixed blessing. Emphasising its rich heritage is the obvious way for Georgian wine to make its mark in a highly competitive global market.

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