Consumer culture positioning: A comparative case study of two wine brands

Abstract

This paper is a comparative study of the consumer cultural positioning of two wine brands: Yellow Tail of Casella Wines of Australia and Casillero del Diablo of Concha y Toro of Chile. These two brands have made meaningful gains in many markets across the globe despite the high fragmentation in the world of packaged wines and a general lowering of demand. A qualitative content-analysis-supported case study reveals that both brands were able to reap benefits from a hybridised global consumer culture positioning supported by foreign and local consumer culture positionings. Success lay in utilising the hybridised strategies by the two brands to align their brand value propositions with the evolving global culture of wine consumption. In this effort the two brands, however, chose different strategic moves. The findings should act as a best practice guideline to marketers in utilising consumer culture-based positioning to support their global branding efforts. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.