Le Piat d'Or: Sustaining a Premium Wine Brand

Le Piat d'Or, launched in 1979, had become third in the take-home wine market by Christmas 1983; the 1984-5 `French' campaign (no.
Agency: Burkitt Weinreich Bryant & ClientsAuthor: Janet Grimes

Le Piat D'Or: Sustaining a Premium Wine Brand

INTRODUCTION

Wine drinking brings out the snob in many of us. Though our real knowledge may only be patchy Even relatively inexperienced wine drinkers will affect some of the rituals, and vocabulary of serious buffs letting the wine "breathe", pronouncing the wine "a good year", "a wonderful nose", from a "great little shipper".We are encouraged more and more to develop our wine literacy, and to experiment with new wines. The media now play a significant role in this,...

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