Let's imagine a wine region with not particularly favorable features, which does not have a really well-defined, so to speak, 'marketable' characteristic that could carry the region on its back:
Let's add that this region is about 600 hectares, which is insignificant even in terms of domestic production, let alone on a European or world market level.
Let's also take into account that the distribution of plantings is quite fragmented in terms of variety composition; a large number of grape varieties share the area, typically between 0 and 6% per variety (mostly concentrated in the lower third), but even the most widespread variety does not reach a quarter of all plantings within the wine region, which cannot be said to be of significant size.
We can still aggravate the variety issue; a good part of that is 'field blend', i.e. the mixing is significant even within a small area. Due to the fragmentation, even though there are the well known, popular varieties in the mix, it is not a feasible option to rely on one or more varieties of greater significance or prestige.
We know that in every significant wine region the cultivation and vinification are carried out according to the varieties, the marriage means the ’assemblage’ of the wines already prepared, which is not feasible in our case.
As a result, neither quantitatively nor in terms of style, the structure and output of the wine region do not match what is expected in the current wine market segment.
Going beyond the givens, the additional difficulty is that there are no real traction names, whose widespread reputation and recognition can function as a base of a broader regional strategy.
The picture is not rosy on the part of the competition: more well-known and internationally prestigious wine regions and wineries can be reached with a two-hour drive, which also narrows the possibilities for breaking out. At the same time, the purchasing power present in the market is significant, which can somewhat offset the risks arising from the proximity of competitors.
All things considered, it can be stated that the strategic consultants would not enter into an assignment contract with a success fee only, or simply: it is nice to win from here. But there are those who love and know how to solve situations that appear to be losing ones (or just quite disadvantaged), so that - overthrowing traditional schemes and agreed conventions - they find the points on which they can still write a success story.
In our case, the disadvantage, i.e. that the plantings are not varietal-specific, turned into an advantage, so to speak, a competitive advantage: the innovation was very simple, throwing aside the expected varietal-specific convention, they have developed the regulatory framework for the cultivation of mixed tables and the technology for simultaneous harvest and protocol to be followed.. As a name, the wine was given the name that consumers have long used to denote this style (there was no need to introduce a new brand name!) and the entire innovation received pdo status ( protected denomination of origin). The seemingly simple solution almost imperceptibly includes the extension of the original protection of origin philosophy: the set of wine regions that have been granted the protection of origin based on territory, now has been expanded with a style-based origin protection. Of course, they paid attention to ensure that this style corresponds to the character expected and sought after by the market today: fresh, fruity, easy-to-interpret and quick-spin wines. Not necessary to mention any additional quality expectations, because excellence is the basis, the very fundamental preconditon even before the entry question.
And what was the result? Producers without sales problems, where the market does not see bottles with price tags under 10 euro on one side and satisfied consumers on the other side.
And where did the above wine strategy take place? Send your interpretations to the publisher not omitting the driving slogan: "Make it Great".
(Source of images: internet)

Bottom image: A collection of previous wine strategies