LAUFFENER

Driving Quality to the Top (2017)

The Lauffener vintners are among the leading suppliers of premium wines and sekt in Württemberg with national distribution. In order to take a further stride toward speaking to the contemporary consumer, in 2017, in cooperation with Quantum X, the umbrella brand and product appearances were modernised. This occurred with the involvement of business management, members and employees and was supported by market research.

Alongside recognizability, acceptance within the trade was also of extreme importance since it operates as a kind of gatekeeper to the consumer. The relaunch pertained to the umbrella brand as well as the labels. Here the point was to optimise the many different lines, which had previously had optically nothing in common with one another and were not clearly differentiated from each other in terms of their valency (e.g. basic, premium or bio).

In the course of the process we recommended a "Brand Endorsement Strategy": The distinctiveness of the products was to be kept, and the business brand serves as a "good reputation", which, depending on the line can also take back a seat, however. Especially the premium wines profit from this, above all the Lauffener „VINITIATIVE“ of the young vintners who champion the cause of a quality offensive without compromise.