Why is the ISWN an important value creating system for the future of the wine industry?
(top) The ISWN system implements two key marketing concepts of brand management and category management, and brings these to the wine and retail industry. In mature industries, large producers (e.g. Procter & Gamble, General Motors, ..) operate a multi-brand product portfolio which connects through category and brand management of the large retailers to drive sales and marketing. The value of the ISWN-W code is that it is the equivalent of brands as in mature industries such as consumer goods and automotive. The Wine Style Framework is really a key building block for category management. By offering open definitions valid and applicable for the whole industry, wine producers and retailers in all countries are offered a standard framework and lingua franca to optimize their business.
