Country of Origin: ARGENTINA
Overview
The Argentine producer entered the Ukrainian market with a strong personality, rich heritage, and expressive products. What was missing was not character — it was clarity.
The brand was felt, but not fully understood.
The objective was to complete positioning: transform emotion into a clear, premium market identity.
Challenge
Argentine brands often carry broad associations — powerful styles, bold flavors, strong narratives — but without precise framing, this can lead to confusion rather than differentiation.
In Ukraine, the brand risked being perceived as “one of many,” despite its real depth and quality.
The challenge was to sharpen identity without simplifying it.
Our Approach
We began with comparative tastings and competitive mapping. The CEO personally led sensory evaluations, aligning the brand’s profile against both international and local references.
Rather than inventing a new story, we refined the existing one — isolating what truly defined the brand and removing what diluted its message. Positioning was built around clarity, not exaggeration.
Execution
Messaging was recalibrated across all touchpoints: trade communication, partner presentations, and sommelier-facing materials.
Distribution and channel focus were aligned with the new positioning, ensuring consistency between narrative and presence.
Feedback from the market was actively integrated, allowing the positioning to settle naturally rather than be forced.
Result
The brand achieved a clear, recognizable identity within the Ukrainian market. Trade partners understood how to present it, and consumers recognized its place within the premium segment.
Growth followed positioning — not the other way around.
Insight
Positioning is complete when the market knows exactly why you exist.