Programme 2019

WINE AS A BRAND - How to create big brands

The magic of successful brands and wines

9:00 am
Welcome to the conference participants


9:10 am
This is how to grow your brand – 5 steps to success. A brand’s value lies in its values.

Prof Karsten Kilian, Faculty of Economic Sciences,
University of Applied Sciences Würzburg-Schweinfurt

9:45 am
Vital brand question: Current development in national and international wine markets and the importance of brands in the wine sector.
Prof Simone Loose, Institute for Business Administration and Market Research,
Geisenheim University

10:15 am
Conference break, networking

Emotional brand building and the needs of consumers

10:45 am
Purchasing and consumption behaviour of German wine drinkers: results of the Geisenheim wine customer analysis

  • What are German wine drinkers’ preferences?
  • Where do they buy wine?
  • What is the difference between premium and basic customers?

Prof Gergely Szolnoki, Department of Wine & Beverage Business,
Geisenheim University

11:15 am
The fan principle: maintaining customer and employee loyalty through clear positioning. How to create more emotional attachment?
Roman Becker, 2HMforum

12:00 pm
Conference break, business lunch

Brand-oriented corporate strategies from trade and production

1:00 pm
International brand data:

  • Why there are big brands?
  • How they grow and what are the most successful strategies?

Juan Park, Wine Intelligence

1:40 pm
Big brands – how are they created? Who can do it?
Dr Joerg Meurer, Keylens Management Consultants

2:20 pm
Brands in development and practice: big players in reality

  • Brandbuilding at Rotkäppchen-Mumm
    Cathrin Duppel, Rotkäppchen-Mumm Sektkellereien
  • Change of strategy and the secret behind the success of Mouton Cadet. What made Mouton Cadet one of the most internationally successful wine brands?
    Véronique Hombroekx, Baron Philippe de Rothschild
  • Hawesko: the relationship between commerce and the brand. Does a trading firm need to become its own brand?
    Nikolas von Haugwitz, Hawesko Holding
  • Wineries as brands: What are success strategies? How much personality and how much storytelling does there need to be?
    Christian Ress, Weingut Balthasar Ress

3:30 pm
Conference ends

6:30 pm
Meininger Award "Excellence in wine & spirit"