With vineyards in the beautiful Okanogan and Niagara regions of Canada, Inniskillin and Jackson-Triggs are 2 of the most famous wineries in Canada.
Jackson-Triggs has won the “Canadian Producer of the Year” award at the International Wine and Spirit Competition (IWSC) an unprecedented 7 times. Meanwhile, Inniskillin is known for its rare and luxurious icewines—tiny bottles of dessert wines which regularly sell for hundreds of dollars in just a few, exclusive stores.
I recently chatted with the Wine Club manager for both Inniskillin and Jackson-Triggs, Candis Scammel.
During our chat, Scammel and I discussed:
- What exactly does it mean to be a “luxury product"?
- What role does online marketing play in the luxury industry?
- And what are some of the unique ways that Jackson-Triggs markets itself on- and offline?
Read on to learn more.
A friend recently sent me a link to an article in the Wall Street Journal titled “How Can Jeans Cost $300?”
Written by Christina Binkley, the article talks about “the Phantom,” a new style of jeans from True Religion. These True Religion jeans sell for $375 versus the $50 one might pay for a pair of plain Levi’s.
In trying to explain how jeans can be worth $375 dollars, Binkley takes a very rational approach. She explains that Levi’s are made outside of the United States where labour is cheaper. True Religion jeans, meanwhile, are made inside of the USA where the cost of labour is much higher. And they’re made with slightly “better” materials as well. So they should cost more, right?