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Sticking to Your Roots

In: Building Brand Authenticity

Author

Listed:
  • Michael Beverland

    (RMIT University)

Abstract

I’d recognize that picture anywhere — Max Schubert, legendary Australian winemaker and the inspiration behind one of the world’s greatest wines, Grange. What intrigued me more was the story. I’d just exited the arrivals hall at Melbourne airport and was waiting for a taxi. To my surprise there was a large billboard in front of me celebrating Schubert and Grange. The message was simple — ‘To those who do things for love, not money.’ Ironic, I thought. Penfold’s is now owned by conglomerate Fosters, a company that has long chastised the wine industry’s poor understanding of financial returns (and one at time of writing was delivering less than stellar returns itself due to poor wine sales). However, the message was a signal — Grange was being returned to its roots. After years of less than stellar wines and a commercially motivated brand extension, perhaps the marketing team behind this icon was recognizing why people paid over US$300 a bottle for this brand.

Suggested Citation

  • Michael Beverland, 2009. "Sticking to Your Roots," Palgrave Macmillan Books, in: Building Brand Authenticity, chapter 0, pages 85-102, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25080-2_5
    DOI: 10.1057/9780230250802_5
    as

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