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Be at One with the Community

In: Building Brand Authenticity

Author

Listed:
  • Michael Beverland

    (RMIT University)

Abstract

One can’t help but be entranced by Chateau Margaux. The estate grounds and signature building are simply stunning. The walk (or drive) down the tree-lined driveway is simply romantic. And the wine — well if you can get it, it’s to die for. The wine itself is a product of place — both of the area ‘Margaux’, the unique topography of the estate itself, and centuries of estate and Bordeaux winemaking tradition. The brand is much more than this. No discussion of wine history can be had without mentioning the wines of Bordeaux, the 1855 Bordeaux Classification (which gave Chateau Margaux Grand Cru status), the Grand Cru Estates (of which Margaux is one of just five), and the wines themselves. Quite simply, for wine lovers, it is impossible to imagine a wine world without Chateau Margaux given that the estate is so embedded in the shared history of the wine trade. Much of the authenticity of the brand comes from its connection to time, place, and culture.

Suggested Citation

  • Michael Beverland, 2009. "Be at One with the Community," Palgrave Macmillan Books, in: Building Brand Authenticity, chapter 0, pages 141-157, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25080-2_8
    DOI: 10.1057/9780230250802_8
    as

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