How do you position a lower-priced line of wines from a premium brand?
Consumers will accept a lower-priced line from a premium brand, but they will not accept a lower-priced image.
While consumers admire innovation and change in many categories, in wine they do not. We developed a positioning that captured Beringer’s old world heritage and the traditions and craft of wine making.
Beringer Founders’ Estate is a clearly differentiated wine that has been a key source of growth for the brand.