Wine and branding

Evelyne Resnick

Chapter Chapter 7 in Wine Brands, 2008, pp 156-175 from Palgrave Macmillan

Abstract: Abstract In seventeenth-century England, in London, the Frenchman François Auguste de Pontac opened the tavern ‘L’Enseigne de Pontac,’ known as ‘The Pontacks,’ to promote his wine, the Pontac ‘claret.’ M. de Pontac was the owner of a wine estate in Bordeaux, in a place called Haut-Brion, which means ‘on a hill.’ He was the heir to a long tradition in Bordeaux. He lived the luxurious life of the aristocracy in his beautiful château but also had a good head for business. He understood the importance of the English market early on in his life, and spent a lot of time in London, at the Court and among his peers, promoting the Pontac claret. Eventually, as its renown grew, the name of the Estate — Château Haut-Brion — came to replace that of its owners, Pontac. This was in 1663, and the first wine brand was born!

Keywords: Wine Industry; Pinot Noir; Luxury Brand; Wine Drinker; Global Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58373-3_8

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DOI: 10.1057/9780230583733_8

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