I have taken the liberty of referring to RTM Hutchinson instead of Tim when talking about the head of local drinks conglomerate DGB. “Route to Market” is the lifeblood of this industry, although its importance gets little air-time as distribution and marketing do not have the same sexiness as granite soils, wet northerly breezes, 83yr old vines and a winemaker quoting Camus.
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For professional reasons I often have to include the word “brand” in marketing discussions, and like rugby, pizza, blonde and car it is a word that can lead to lengthy and mixed views, with more opinions vexed thereon than strategies for world peace in the Middle East. In the wine world, however, the B-word gets pussy-footed around. Largely because real established brands are seen as big, popular things owned by large impersonal corporates producing wines that – heaven forbid – are actually consumed in copious volumes.
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