English sparkling wine - branding Essay Example | Topics and Well Written Essays - 250 words

English sparkling wine - branding - Essay Example This is a product whose value is augmented by the long periods of standing and fermentation. At the same time, the price is apt enough to stand along the Champagnes using the price advantage. This is creating a brand value for the product. These wines are thus, more affordable and the increased rate of consumption is thus, justified. This growth is also reflected in the returns, which have seen more than 50 percent hike in the last 5 years (Skelton, 2008). The products from English Sparkling wine have won appreciation and awards from many Wine luminaries. These have been on the wine reward and recognition radar from even the ‘90s. The brands received awards such as International Wine and Spirits Awards, Decanter World Wine Awards, Del Mondo World Sparkling Wine Championships and so on (Skelton, 2009). The rewards have thus acknowledged the brand and dealt with the promotion aspect. The health implications of alcoholic drinks such as Champagne, are making the customers switch to safer options. This has also contributed to the promotion of the English Sparkling Wine. This has also influenced the wine choices of the 25-34 year age groups, who form the largest segment of wine patrons (Bainbridge, 2012). The English Sparkling Wine brewers are trying to create a label for themselves (‘Britagne’ is one such suggestion), so that they can be differentiated from the other popular sparkling wine brands. Export promotion is also on their anvil to ensure the viability of the brand (Brown,