Raise. Reduce. Elliminate. Create.

[yellow tail]Redefining the market to own it“Blue Ocean” thinking

[yellow tail]Redefining the market to own it“Blue Ocean” thinking

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VintageHeritage

High Price

Budget Wines Premium Wines

Eliminate Raise

Reduce Create

EliminateWine buff jargonThe wine’s ageMainstream media marketing

RaisePrice, compared to cheap, budget wines

ReduceDifferent grapes: oaky flavour onlyDifferent wines: red, white, roséHeritage of vineyard

CreateEasy drinking image (like beer)Easier choice: red, white, roséSome fun

[yellow tail]Redefining the market to own it“Blue Ocean” thinking

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Vintage

Wine Jargon

Fun Bottle

[yellow tail] Budget Wines Premium Wines

[yellow tail]Redefining the market to own it“Blue Ocean” thinking

[yellow tail]Redefining the market to own it“Blue Ocean” thinking

[yellow tail]Redefining the market to own it“Blue Ocean” thinking

[yellow tail]Redefining the market to own it“Blue Ocean” thinking