Creating a Brand – Did you know?
The Fairview wine estate in South Africa has a long standing reputation for producing Goats’ cheese, and the tower which some of the goats call home, is a well-established tourist attraction. In 1999 owner Charles Back took inspiration from these goats to produce a new range of wines. The initial wine was called Goats do Roam. The pun on Côtes du Rhône caused such an interest and, in some circles, controversy that the brand became a huge success on export markets. In the following ten years the brand has been extended to include other equally wittily named wines (Goats in Villages, Goat-Roti, Goat Door and Bored Doe).
How’s that for a piece of clever marketing?
Information courtesy of WSET – Wine & Spirit Education Trust
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