Angove´s St Agnes Brandy

Partes: 1, 2

Abstract

This paper explores the past, and present marketing
situation of Angove"s wine and distillery Company, and concludes
by linking all the possibilities for effective and cost effective
ways to communicate with the market.

Firstly, historical issues of the company will be stated
to explain the past and the present. Secondly, issues that are
affecting the image of the brand will be stated. In addition,
this paper explores an overview of the Australian and American
alcohol
market. Finally, the paper starts to state the possible ways to
communicate with current and future customers.

This paper concludes by suggesting to the advertising
agency, PR company, direct marketing/customer relationship
management supplier, sales promotion company, media buying house,
and sales and distribution staff that marketing is approaching an
era where the most important factor is perception of the
customer. The development of ideas, and the way that they are
distributed is crucial for the success of a company.

"GM"s future depend as much on good
marketing as good

Products: "There"s a belief in this
industry that

Product is everything- and it"s
not"

Ron Zarrella

Angove"s St Agnes was founded in 1886, by Dr. William
Thomas Angove. The name of the company uses the surname of the
entrepreneur. Data records show that the family name originates
from London in the 1500´s. Dr Angoves was a chemist that
discovered the family formula for wine and brandy production.
After Dr Angoves, three generations have managed the wine
business in Australia and overseas. The second generation was
managed by Thomas Skipper Carlyon Angove. This generation was
characterized by the growth of the company, from a small business
to a winery. In this generation, Angove"s St Agnes began
exporting its products. Thomas William Carlyon was the third and
perhaps the most successful generation, speaking in terms of
company growth. Mr. Thomas William Carlyon made the company the
largest owner of wine growing land in South Australia. Currently
the business is run by John Carlyon Angove and his daughter
Victoria, who manages overseas sales (http://www.angoves.com.au).

During this period Angove"s has developed a good
reputation for wine and brandy production. The company can store
fifteen millions liters of wine and other alcohol products. The
actual operations of the company are located in South Australia.
During this time the company has been recognized and has achieved
awards all over the world, as well as some certificates such as
ISO9001 and HACCP, that make the company more competitive around
the world (http://www.angoves.com.au).

Actually the company manages "197.3 hectares that
produce red grapes and
279 hectares of white grapes" (http://www.angoves.com.au),
nineteen different grapes varieties are grown.

Angove"s land is well situated, and the weather permits
grape growth without almost any damage, and results in each
harvest being unique (http://www.angoves.com.au).

In 1925 Angove"s start to produce brandy (Milne 2005),
and it is possible to find more than 136 products. Some of the
brandies are:

St Agnes 75th anniversary
St Agnes 30years old brandy
St Agnes VOB brandy, with different ages (20, 30, 40
and 50 years old)
St Agnes OLD liqueur brandy
St Agnes 5 years VSOP brandy
St Agnes 5 star liqueur brandy
St Agnes 3 star brandy
St Agnes Pre mix

St Agnes and Cola
St Agnes with Lime and Soda
St Agnes and Dry ginger

Some of the bottles sizes produced are:
700ml, 1125ml, 375ml, 150ml, and 50ml.
(http://www.angoves.com.au)

However in "The advertiser food & wine" October 9,
2002 only three styles of brandies were mentioned: The standard
three year old brandy, VSOP five years old with a price of
$28.60, and XO Seven star very old brandy, with different ages.
The price of XO brandy is $47.70
(http://www.angoves.com.au).

Some of the awards that St. Anges brandy has received
are ""The World"s Best Brandy" Trophy at the prestigious UK
International Wine and Spirit Competition 2003 in London, 15
Trophies, 49 Gold, and 131 Silver and Bronze"
(http://www.angoves.com.au) awards.

In the article "What I like about home, sweet home"
(Baker, 2003) are listed one hundred things from South Australia
that must be tested or tried, and Angove"s St Anges brandy is
ranked in 35th place.

In addition, the Australian government demands that the
brandy made in Australia must stand for two years in barrels.
This process increases the flavour and complexity of the product
(Shield, 1995), when compared with overseas
products.

Partes: 1, 2

Página siguiente