Agency: Fletcher Shelton Delaney | Author: Doug Walker |
Le Piat D'Or
Building the Brand Leader in the Wine Market
SUMMARY
A French vin de table with two styles (white and red), Le Piat D'Or was launched nationally in 1979 following a limited store test. By Christmas 1984 it had become brand leader in the take home wine market.
Success was achieved in a highly complex and notoriously difficult market wherein the very existence of brands is often challenged. Despite the intensely-competitive nature of the market, Le Piat D'Or is able to sell at a premium for a vin...