Luxury Real Estate Branding Tip: Dusty Marketing or Gimmick?

Given the competitiveness in the wine industry, not unlike the real estate industry, we have often cited wine branding examples because every winery wants to stand out and sell out in order to continue its existence. Capturing attention is one thing, holding it is another.

The wine pictured above drew our attention for two reasons: the bottle had a heavy dust layer, and an unusual irregular shape. Was this a treasure trove from some dark, dusty and forgotten cellar? Would the content live up to its look? Or is it just a $35 gimmick that leaves dirt on your hands when you pick it up?

Chateauneuf-du-Pape (Pope’s new castle) is considered one of France’s finest wine regions in the Southern part of the Rhone region. Like any venerated region it has strict rules and regulations at to the contents of the bottle, and it usually has a designated vintage year.

We spoke to a wine expert, and learned this wine consists of several vintages blended to create the taste of a well-aged Chateauneuf-du-Pape, which is between 8 and 12 years. Did they get the result? No, it did not according to all the reviews we found on line. On further research, we found that a 2008 Chateauneuf-du-Pape deemed drinkable and with good reviews, retails for $39.00. The price difference is negligible if your intent is to enjoy a fine Chateauneuf-du-Pape.

This wine has an appeal to those who want that instant wow and are enchanted by the bottle's shape and presentation. When all the dust settles, was this is a gimmick or is it their true substance?

What do you think?

Written by Ron & Alexandra Seigel-

ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

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