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F. W. Langguth Erben
With its more than 200-year history, Langguth Erben is one of the largest wine producers in Europe. In order to expand its position in the saturated German wine market, the communications campaign which is addressed to the target groups awakens their desire for wines from the Langguth selection. The new wines KAYA and Piat d`Or are to receive media attention and the market position of the brands Erben Wein and Medinet are to be strengthened.
Through an active selection of topics and individual contacts to the relevant media, public affairs established the wine range as topic in specialist and general public media. High quality incentives and exclusive co-operation agreements with large circulation magazines create additional awareness. Relevant surveys strengthen the image of Langguth Erben as a skilled wine producer .
The perception of Langguth Erben and their wines is strengthened in the target groups (media, consumers, wine trade). KAYA is perceived as an authentic South African wine brand. The French wine Medinet is well received by female consumers over 35 and wins market shares in the core target group. Erben wine develops into the most successful wine in the German food retail trade (2007 and 2008).
