Sticking to Your Roots

Michael Beverland
Additional contact information
Michael Beverland: RMIT University

Chapter Chapter 5 in Building Brand Authenticity, 2009, pp 85-102 from Palgrave Macmillan

Abstract: Abstract I’d recognize that picture anywhere — Max Schubert, legendary Australian winemaker and the inspiration behind one of the world’s greatest wines, Grange. What intrigued me more was the story. I’d just exited the arrivals hall at Melbourne airport and was waiting for a taxi. To my surprise there was a large billboard in front of me celebrating Schubert and Grange. The message was simple — ‘To those who do things for love, not money.’ Ironic, I thought. Penfold’s is now owned by conglomerate Fosters, a company that has long chastised the wine industry’s poor understanding of financial returns (and one at time of writing was delivering less than stellar returns itself due to poor wine sales). However, the message was a signal — Grange was being returned to its roots. After years of less than stellar wines and a commercially motivated brand extension, perhaps the marketing team behind this icon was recognizing why people paid over US$300 a bottle for this brand.

Keywords: Corn Syrup; Brand Extension; Marketing Team; Brand Authenticity; Original Spirit (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25080-2_5

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230250802

DOI: 10.1057/9780230250802_5

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().