Thank you for the question Prof.
1. The target of wine products especially Hatten Wines are Foreign and domestic
tourists who stay in Bali, and also the local people. Many local people still think that
local wine is inferior to import wine. So Hatten Wines wants to change the branding
to persuade the local people to buy their wine.
2. Indeed Prof. Based on research conducted by Wine Intelligence (2020), it was
found that consumers^ purchasing decisions for wine are more often based on
visuals such as attractive and memorable packages, clear information and prominent
colours. but I haven^t researched the relation of the Hatten Wines label to its sales. I
plan to examine this in the next research.
