Koh Ohsedo, the founder of Blanc de Bleu Cuvee Mousseux created a very simple category of one. How could he own one specific occasion with his sparkling beverage? His target was weddings, and his approach was to focus on something blue, in your magical moment.
Some old, Something new,
Something borrowed, Something blue.
The brilliance is that sparkling wine is frequently the drink chosen to toast and celebrate at weddings, but by bringing a tinge of blue (blueberry) to the occasion, he could target his product for a particular job or function. Their wine is 100% Chardonnay with a hint of blueberry extract. This wine has a brut style so dry, with low sugar levels at about 11% alcohol. What could millions of people serve at their wedding? How about Something blue?
Something Blue. What could you serve at your wedding?
His marketing is focused on wedding publications and reaching soon to be brides who are researching wedding planning. Blanc de Bleu® is positioned as the “World’s First Blue” grape sparkling wine. They challenged themselves to create a special sparkling wine that would dazzle the imagination and accomplished that with Blanc de Bleu®. Popularly priced from $3.99 to $13.99, this is an affordable luxury.
The wine is a high-quality, premium sparkling wine from Northern California. They use an elegant bottle and label, ‘wrapped in a veil of charm’.
Lessons that bubble over
- Could your new product launch be focused on an occasion instead of a target audience?
- Is it possible to create a “one of a kind” category – blue sparkling wine versus being a me-too product?
- Is there a frequent occasion that you could own, if your product directly addressed a specific need? (I need something blue for my wedding).
- By narrowing your audience and your focus, can your new product be perfect for a very specific community? Being right for everyone shouldn’t be your goal. Being perfect for someone, makes more sense.
- Being able to answer the question, ONLY WE make a sparkling wine that is blue, and perfectly suited for wedding is genius. How does your new product or service answer the ONLY WE question?
Let’s raise our glasses and toast something blue. Cheers.
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Photo: Screengrab from Blanc de Blue website. For more information visit: http://www.blancdebleu.com/
