Introduction
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:: CONFIDENTIAL :: Mapping and Analysis of the Existing Brand Knowledge and Brand Image of Greek Wine 12.01.2009 Top-Level Analysis & Conclusions Introduction The current document presents the top-level conclusions relating to the Existing Brand Knowledge and Brand Image of Greek wine in both the Greek and the international markets. Its findings are based on the correlation of all elements of the following separate analyses, studies and surveys: . Analysis of Global Public Rhetoric on Wines from Greece1 . Analysis of Greek Public Rhetoric on Greek Wines2 . Global and Greek Wine Experts Survey on Greek Wine3 . Journalist Interviews on Greek Wine Brand Image4 . Online Survey of Greek Wine’s Brand Image & Identity5 . London Market Mystery Shopping for Wines From Greece6 . Online Shopping Review of Top UK Online Wine Retailers 7 . Identification of Global Public Rhetoric & Knowledge Sources on Wine 8 The findings presented in this document are also contained visually and contextually in the two separate maps9 that were presented and analysed to EDOAO on the 23rd of December 2008. 1 Analysis - Global Public Rhetoric on Wines from Greece - cl. EDOAO - 20.10.2008: 103 page document analysing content extracted from 2,000 articles and entries 2 Analysis – Greek Public Rhetoric on Greek Wine - cl. EDOAO - 28.11.2008: 32 page document analysing content extracted from 300 articles and entries 3 41 filled in questionnaires and 4 excel sheets correlating and clustering results 4 Journalist Interviews - Greek Wine Brand Image - cl. Greek Wine Association - 24.11.2008: 22 page document parathesising and analysing responses from 9 interviews with international journalists 5 281 filled in questionnaires and 1 excel sheet correlating clustering results as well as a datamine.it Analysis Report of entity mathematical correlation 6 Greek Wine Mystery Shopping - London Market - cl. Greek Wine Association - 31.10.2008: 62 page document parathesising and analysing the findings of an extensive mystery shopping process that took place in London 7 Wine Online Shopping Review - Top UK Online Wine Retailers - cl. Greek Wine Association - 31.10.2008: 109 page document parathesising and analysing content and functionalities of UK’s top online wine retailers 8 Wine Sector - Global Public Rhetoric & Knowledge Sources - cl. Greek Wine Association - 18.07.2008: 55 page document identifying the top global public rhetoric and knowledge sources 9 Wines From Greece - Global Public Rhetoric Matrix & Wines From Greece - Greek Public Rhetoric Matrix: 2 separate maps presenting all findings in a contextual and clustered framework of 892 branches / elements Critical Publics | EDOAO 4 See confidentiality restrictions on title page :: CONFIDENTIAL :: Mapping and Analysis of the Existing Brand Knowledge and Brand Image of Greek Wine 12.01.2009 Top-Level Analysis & Conclusions It should be noted that brand image elements are categorized according to the Wine Brand Image Model, a conceptual branding tool devised for the purposes of the project and described in Deliverable 1.2: Comparative analysis of countries markets regarded as competitors of considered cases of excellence, Appendix 2. Critical Publics | EDOAO 5 See confidentiality restrictions on title page :: CONFIDENTIAL :: Mapping and Analysis of the Existing Brand Knowledge and Brand Image of Greek Wine 12.01.2009 Top-Level Analysis & Conclusions Existing Brand Knowledge and Brand Image of Greek Wine in the Global Market Significant registered concepts Entities Wines from Greece do not constitute a single entity in the global public rhetoric and dialogue. There are three separate entities that form the wider perceptual matrix about wines from Greece: . Retsina: This is the historically most dominant entity as it is the most widely discussed and referred to wine from Greece. It has been the exclusive dominant entity before 1990 where it was considered synonymous to Greek wine. In the period 1990-1999, retsina did not decrease so much in its share of references to wines from Greece but became the principal reference context in a wider variety of entities. Currently retsina is still a stereotype and treated as such, yet remains the reigning entity in the global public rhetoric domain. Local house wines: The global public rhetoric domain is occupied by an extremely large number of articles relating to travel experiences from Greece. Within this wide spectrum and the more relevant sub-spectra such as Greek culinary experiences, local house wines have created their own unique space. They are anonymous yet they are prominently featured almost in every single mention about travel and holidays to Greece. As such, they are considered to be the second most important entity in the global public rhetoric domain relating to wines from Greece. Contemporary Greek wines: The third and apparently less dominant entity is referring to contemporary Greek wines. Those are closely attached to the indirect concepts of a new generation of wine-growers that have worked towards an uncelebrated yet existent Greek wine renaissance. Contemporary Greek wines have also emerged as an entity through a looser association with the increased frequency of mention to the Mediterranean diet. It is the weakest of the three entities and has historically appeared in 2000-2008. It should be noted that contemporary Greek wines are always accompanied with references to retsina in order to differentiate them from the latter. Critical Publics | EDOAO 6 See confidentiality restrictions on title page :: CONFIDENTIAL :: Mapping and Analysis of the Existing Brand Knowledge and Brand Image of Greek Wine 12.01.2009 Top-Level Analysis & Conclusions It is apparent that retsina has stigmatised wines from Greece in the global public rhetoric domain. It is an entity that has been featured on its own, alongt with local house wines and contemporary Greek wines. Therefore, retsina is still there and is the primary reference context when international commentators mention wines from Greece. Clustered with Wines from Greece are on occasions mentioned alongside wines from other countries. Therefore, they are clustered with specific countries in order to emphasise or contextualise comparisons. It is noted that wines from Greece are not up to standards of French wines or Californian wines. This is not such a major observation in terms of its comparison, yet it is important to note that US publications make the arbitrary comparison to Californian wines. Thus qualitatively, wines from Greece are ranked at a lower level than not only the top wine-making country of France but also the region of California. Most importantly, wines from Greece are not considered something to take away from the country as opposed to French, Spanish and Italian wines. This comparison is very essential since it has detracted a crucial value element from wines from Greece. On a more positive note, wines from Greece are portrayed as possessing originality such as wines from Portugal, Spain, Austria and the Eastern Europe. They are on occasion featured as equally attractive as Italian and Spanish wines yet this is done when commentators are efforting to emphasise their own expressed surprise. There is also a tendency to feature wines from Greece good yet unknown in the same manner as Austrian and Swiss wines are. Interestingly, wines from Greece are considered exciting when compared to South African wines and possessing distinctive tastes compared to European wines and distinct terroirs such as Hungarian and Argentinean wines. It is also frequently mentioned that Greek wine-making cannot compete in terms of volume with Italy, France, Spain and Australia. On more esoteric industry features, it is also mentioned that Greek vineyards produce much less per acre than French and Italian equivalents. Finally, it should be noted that there are frequent mentions to Greece’s wine-making tradition which is longer than its more famous Critical Publics | EDOAO 7 See confidentiality restrictions on title page :: CONFIDENTIAL :: Mapping and Analysis of the Existing Brand Knowledge and Brand Image of Greek Wine 12.01.2009 Top-Level Analysis & Conclusions European neighbours. This is a fallacy stemming from wider inconsistencies relating to the Greek history of wine-making. Historic timeline The global public rhetoric domain presents an inconsistent timeline of Greek wine-making. It is a general accepted fact that Greece’s wine history is upside down. There is an underlying fascination with the historical elements of Greek wine-making. There are several inconsistencies, yet the three identified periods of Greek wine-making are: 1. Ancient wine-making period: This period captures the imagination of most commentators. Global public rhetoric has always been extensively preoccupied with ancient Greece. Ancient Greek wine-making is historically placed from 2,000-6,500 BC. Although, it is established that Greeks did not invent wine-making they are pretty much considered to be the ones introducing the benefit of wine-drinking enjoyment and wine-appreciation as a mark of civilisation. Several mentions occur relating the pioneering aspects of Ancient Greek wine-making such as parallel line vine growing, assignment of appellation designations and even the creation of Cabernet. Amphoras and the cult of wine god Dionysus are complementing mentions to this period. Global public rhetoric is divided in the linkage between Ancient Greek wine- making and contemporary Greek wine-making. One side clearly separates the two and the other tries to link them. 2. Extended wine-making absence period: This period is seldom featured and that is the most likely explanation for the false yet frequent linkage between Greece’s ancient and contemporary wine-making. In the limited references to this period, the Ottoman empire is considered to be the guilty party for literally destroying Greek wine-making through burdenous taxes and alcohol discouragement. 3. Contemporary wine-making period: This period is the context in where contemporary beyond-retsina wines from Greece are presented. It is characterised as a renaissance or at least a re-emergence of Greek wine-making mainly due to a new generation of wine producers.