Two-Buck Chuck
Every industry I work with is relentlessly under attack from commoditizers.
When Bronco Wine Company, now the fourth largest wine producer in the U.S. produced an under $2 bottle of wine, industry insiders treated the offering with contempt.
The quality had to be CRAP, and I don’t mean CReative Accounting Practice.
Critics and fans have named the product “Two-Buck Chuck.” So imagine the surprise, at the 2004 Eastern Wine Competition, Bronco’s 202 Shiraz won the coveted double gold medal from a field of 2,300 entries.
It will be interesting to watch the reaction to the high-end $3.99 Merlots and Chardonnays, nick-named “Four-Buck Fred.”
You may hate the Two-Buck Chucks of this world, but unless you come with a superior value proposition that sets you apart your business is history.
Popularity: 5% [?]
posted in Branding, Sales Strategies and Tactics | 0 Comments
