5. Eliminate Raise
Wine buff jargon Price, compared to cheap,
The wine’s age budget wines
Mainstream media
marketing
Reduce Create
Different grapes: oaky Easy drinking image (like
flavour only beer)
Different wines: red, white, Easier choice: red, white,
rosé rosé
Heritage of vineyard Some fun
6. [yellow tail] Budget Wines Premium Wines
100
75
50
25
Vintage
Wine Jargon 0
Fun Bottle
Redefining the market to own it
[yellow tail] “Blue Ocean” thinking