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How to Build A Brand: Patience and Message Consistency Matter

July 11, 2019

AB InBev closed last week on the last remaining shares of Babe Wine, a positive move, Rannekleiv said. The deal puts marketing support, dollars and muscle behind Babe Wine, a brand that has attracted younger consumers into the market. Z X ventures, the innovation division of AB InBev, has 1,500 employees who try to figure out ways to build brands with younger consumers, Rannekleiv said. But what are the common traits of successful brands like Babe Wine? These companies have a "clear sense of identity," Rannekleiv said. They are different and stand out.