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What is Your USP? (Unique Selling Proposition/Point)
What sets your wine apart from the herd?
Sorry, but so are a growing number of your competitors.
3) We’ve been going for a long time
(See response to 1), but without the ‘growing’)
Yes, but so’s Gallo. And a long list of your neighbours
5) We care about our terroir
And you’re saying they don’t?
6) We offer value for money
8) We have great wine tourism
So do lots of your neighbours. And, anyway, how will that affect most of the people who are never likely to visit.
8) Our wines are different
At first glance, the best shot at a ‘unique’ selling proposition has to be no. 8. And - full disclosure - that was the message we used when we launched Le Grand Noir 20 years ago. We genuinely were the first brand in Southern France to combine serious volume ambitions and blends of Syrah and Cabernet Sauvignon, and of Chardonnay and Viognier.
We’re now one of the best-selling French wines in a growing number of countries. So, we must have been doing something right.
But was it the messaging? And, if it was, will what may have worked in 2005 still work today? As Ben Salisbury pointed out in a LinkedIn post this week, being different or 'unique', is based on an assumption: that there are lots of wine drinkers out there who want to leave their comfort zone. And, as someone with whom I once worked used to repeat, “assume makes an ‘ass’ out of ‘you’ and ‘me’.”
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