own product and donít always bring back the most desirable guest profile.
Fratelli has designed a private label programme around their flagship wine Sette, where customers can purchase an entire barrel (equal to 300 bottles) while it is still ageing and when the wine is finally bottled, they are finished off with a customised label that bears the ownerís name on each label and the bottle number. The winery even offers to hold the stock for their privileged clients (in a temperature-and-humidity-controlled cellar) who can ask for it to be released to them as and when they desire. Now, that is one fine way of brand building.
KRSMA wines, which few know about, may never choose the conventional route to market and may prefer instead to sell a certain stock of their ware only to private clients through an exclusive guest list that is curated by the founder himself.
Private labels not only ensure that the product ends up in the right hands, they also ensure that they promote and propagate the product among the right crowd in a most appropriate manner.
But thatís just three salient efforts out there in the market. What about the remaining plethora of establishments out there that are in similar businesses and stand to gain immensely from emulating a similar programme? Why havenít more organisations latched on to this sure-fire way to get their product noticed in one most novel way? As I pour myself one last glass of the lovely Palais by Taj, I shall silently ruminate the possibilities that have escaped us for so long and hope that more interesting possibilities present themselves in the future. Being ahead of the pack sometimes isnít simply about running faster; itís about using a different route altogether.
The writer is a sommelier