French wine brand, Piat d’Or, is selling at a rate of many millions of bottles per year in the UK. Not a bad performance for a brand first conceived by IDV (now Diageo) nearly 30 years ago. Why do les anglais toujours adorent Le Piat d’Or? ..Consistent marketing investment, e.g. staying close to the consumer and evolving the communication and packaging so the brand stays relevant and, above all, paying close attention to the fill to ensure the wines meet mass market taste preferences. Not to mention the clout of Diageo with the trade…
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