BRANDEDAntonio Gauci THE IRISH PERSPECTIVE
implement activities that align with the Wines of Chile message in order to look for some synergies.”
The Irish market Gauci says the Irish market is very important to Santa Rita for sev- eral reasons. “When I go to Ireland I feel like I’m in Chile because you can find Santa Rita everywhere. We have good distribution, very good partners – Gilbeys is absolutely one of our best distrib- utors in the world because it can implement the marketing strate- gy as well as it can sell. “On the other hand, it’s a very mature market and it’s very com-
petitive. Ireland is also very important for us in that sometimes we implement strategic marketing activities only in Ireland and then we do the roll-out to other countries.” With the 120 range accounting for around 90pc of the Santa
Rita wines sold in the Irish market, Gauci believes Ireland also rep- resents big potential for the brand. In more developed countries, the premium ranges can account for up to 40pc of the wine sold. “That’s why we think that Ireland has tremendous potential in terms of increasing the prices and quality of the wines. That’s what every winery is looking for, to increase the value.” For the future, Santa Rita will be continuing with campaigns like
‘Heroes’ to reinforce the 120 brand positioning. “We may do some adapting and changing, but we believe a lot in consistency,” he says. “If you see the campaigns of Adidas, Nike, the big, big brands, they all have something in common, a great consistency.” Santa Rita will keep communicating as a leader brand, Gauci
stresses. “So we will continue behind the flag of education. We think that if we invest in education, it will be easier to move con- sumers from the entry-level to the Reserva and the upper-levels. Education is a flag for Wines of Chile as well so we are aligning this objective with them. “In terms of our marketing activities, what we want to do in the
future is to add more varieties to the portfolio, because we think that we are a very diversified brand with many vineyards around Chile and it’s a good discriminator and differentiator. There we have very strong credentials that we want to continue to commu- nicate. And social media will certainly be a greater part of our media plan.”
Santa Rita is distributed in Ireland by Gilbeys, which was acquired from Diageo by the Gleeson Group in July 2010. According to Sally-Anne Cooney, general manager, Gleeson Wines, her team’s immediate goal is to grow Santa Rita from the No 3 to the No 2 best-selling wine brand in Ireland. At the moment, she says, it’s around 30,000 cases behind Australia’s Wolf Blass, which sells around 250,000 cases a year in the Irish market. Gilbeys’ main focus on the marketing front at the moment is the current Santa Rita 120 ‘Heroes’ campaign, which went live on 1 October. “It’s asking people to nom- inate their local Irish hero,” says Cooney. “It’s taking Santa Rita’s link with Irish heritage and driving the link with brav- ery and the heroes. So we’re not purely looking at every- thing on price.” The initial ‘Heroes’ campaign launched last year and,
according to Cooney, has contributed significantly to brand visibility. “It has definitely driven the consumer awareness of the brand, because it’s something different and people see that we’re giving back to the community because we’re offering a prize of €10,000, which is then sent on to a nominated piece of community activity.” Activities around the current campaign kicked off with a
major tasting programme at the National Ploughing Championships recently. “Between now and Christmas, Gilbeys is also planning
in-store floor displays centred on the ‘Heroes’ campaign. “And we also have a big Facebook campaign on the back of that,” she adds. “In a number of the multiples, we’re producing halo stores.” The sampling and the halo stores are designed to educate
consumers on the quality of the product, explains Cooney. “It’s about starting them off with varietals and then moving them up through the range, up to the Casa Real level. We see the education starting with the sampling.”
One of the Santa Rita 120 ‘Heroes’ cam- paign executions for the Irish market
Volume 4 Issue3 2010 Marketing Age 35
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