Stand out
from the crowd

Why differentiation makes sense

The wine market is highly competitive and space on store shelves is limited. If you want your wine bottles to stand out you have to come up with something special and while chasing trends may result in small successes, there’s no long-term benefit.

Customers buy brands with which they can identify. And they’re willing to pay more for these brands. More and more wineries are focusing on special edition or flagship wines. These small-batch premium products may be costly to produce and market, but the investment pays off in the medium and long term as the products attract attention and enhance the overall product selection

Thermal technology

Hawesko is increasingly focusing on differentiation for its private labels. Germany generally lags behind other wine-producing countries when it comes to product individualisation, says Felix Frommherz, who’s responsible for exclusive brands at Hawesko. “That’s why we’ve taken advantage of the successful special editions marketing concept used in America and tried it out in the wine sector with great effect.”
For its young brand Fleur de Fruit, Hawesko collaborated with Vollherbst to incorporate thermal technology in the wine’s label. When does Fleur de Fruit reach the perfect drinking temperature? When the blossoms on the label change colour! The concept is not only ingenious, it differentiates Fleur de Fruit from other wines on the shelf. “Individual labels are a brand strategy tool at Hawesko,” Felix says. “The Vollherbst team is always open to new ideas and worked with us to develop the Fleur de Fruit label. The result is an extremely successful private label.”

MEGATREND CONTINUES

The main topic is the continuing megatrend of individualisation and hypercustomisation to create unique products. The individualisation of packaging, along with the creative implementation of a brand’s essence and story, creates experiences with the brand and product, resulting in sustainable customer loyalty and a high degree of differentiation. Our consumers use all their senses to perceive something, which increases the emotional value they attach to an otherwise rationally perceived product. By highlighting personality and individuality, we provide consumers with unique products to choose from on the shelf.