Wine vs. Beer. Between branding and geography

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Each brand has its own brand identity, yet in almost every industry, the brands that compose them show similarities in the aesthetic features and in the brand identities in general.
The world of wine and that of beer are among these.
It is interesting to see how the two most consumed alcoholic beverages in the world comply with these rules of similarity dictated by the sector, but they do so in very different ways.
For companies working in these sectors it is very important understand the dynamics of branding, because these are industries where there are very few holding companies which manage the best-known brands, but with an undergrowth of small and medium companies that make products of excellent quality, which could play good cards thanks to the differentiation of the brand not only than the other, but also with respect to the sector.
Why? Because the choice both in the aisles of the supermarket chains that in the fridge of clubs and bars is a matter of optics and know how to differentiate yourself in a market where brands are all very similar can be a stepping stone, without become tacky, clearly.
Let’s see of what we’re talking starting with the wine.
The wine has a very strong historical territorial connotation. In Italy, if you produce a certain quality of wine out of its region or area of ​​production typical, you are sure to have lost half of potential customers just reading the label and perhaps even more.
Whereby, the Primitivo only in Puglia, the Chianti only in Tuscany, the Sangiovese in Romagna and the Trebbiano in Emilia, the Montepulciano at Montepulciano and so on…
This also applies to the other major producer in the world and our cousin, France. The Champagne is produced in the Champagne region (the wine is named after the region and not vice versa), the Bourgogne is produced in the Bourgogne region (same as before), the Bordeaux in Aquitaine around the city of Bordeaux and so on also here.
The organoleptic properties of the product depend on the type of grape, but also very much on the climate and on the ground where the vine grows, so, the same plant in two different places, with different climates give completely different wines.
In addition, the wine is a product more than historical, has existed for thousands of years, has accompanied man all along. Experts consider that the vine grew wild already 300,000 years ago and it is thought that the first wine was produced between 9000 and 10,000 years ago.
The wine was drank to wars, partnerships, loves, parties of all kinds as well as accompanying us also in everyday meals.
All this it is translated communicatively in a simple phrase: innovates little and only if you must, but most of all never break with tradition.
For this the colors of the various brands resume always earthy colors: browns, ochres, yellows and reds.
The labels often carry the coat of arms of the family that produces that particular wine from centuries.
Also the names are linked to the family or to the territory.
The fonts are also those related to the history, for that it’s hard to see Sans Serif, Helvetica, Arial or Roboto and much easier instead see scripts and lapidaries.
Marketing campaigns and advertisements are never “of breaking” and merely highlight the history, the territory and the production method.
Now let’s turn to the beer.
Also this very ancient, the first archaeological finds of drinks similar to the beer are dated between 3500 and 3100 bC.
Together with the bread were the two inventions which have given the possibility to men to become sedentary, because the ingredients that were used to produce the two foods were the same in different portions.
From there to now, as for wine, even beer has always been a traveling companion for the men.
The beer however, unlike wine today shows two types of brands, which is a particular characteristic than the wine.
The brands of beer in fact are divided into those of the mold historical and territorial as for the wine and those which are totally imaginative and that in the wine sector do not exist.
We see in recent years a proliferation of beer brands related more to the target that relishes the beer than to the its history, so even with more metropolitan spirit, there are brands that show bright colors and written with modern fonts and often related to urban and suburban subcultures. We can say that in the brand identities of many brands of beer it has gone from the “monaco mood” to the “hipster mood”.
Why this difference with the wine?
To be honest also in this case all it depends on the product.
If in fact the wine allows the use of different types of grape, but it is always of the same family of plants, the beer has a greater amount of possible interventions “of fancy” to do during the manufacturing process compared to the wine.
Beer is produced through the fermentation of barley malt but in many cases are also used wheat, corn or rice, but also oats, spelled, rye, root cassava, millet and sorghum in Africa, potato in Brazil, and agave in Mexico .
Furthermore, the possibility of also be produced in just a few square meters with the purchase accessible to many of machinery little bulky for the production of beer has allowed the proliferation of laboratories citizens, then related more to the urban cultures that not to the rural ones.
We understand then that both wine and beer, although are both two historic products, now have two very different sectors due to the dynamics that created them.
The beer is gone, than the wine, more towards the target, moving away a bit ‘from the history of the product, while the wine, excluding sparkling wines and champagne that have different dynamics of brand, have been very close to the territory and the history.
In both cases, the brands that have produced unusual marketing campaigns are few, those who have managed to create a brand that enters the Olympus of the brand identity disconnected from the product even less.
A case worthy of note in the world of beer is Heineken, which with guerrilla marketing and video advertising highly innovative, especially with regard to the social behavior of the target and thanks the Heineken Jammin Festival, created a brand where the beer is just one asset creators of value and where the total value of the brand is incredibly higher than the value of the asset of the only production and distribution.
In this the wine is still far behind, although it must be recognized that it is understandable that such inflexibility in production to achieve a quality product leads to an equally high degree of inflexibility communicative, but exactly because the industry appear to be so stiff it is very likely that the first crack will open new horizons of branding.

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