A great name can propel a brand to the top of its category. Some of the most successful recent launches in wine and spirits owe much of their success to a great name: Cupcake, Skinnygirl, Stella Rosa and Red Stag. However, naming a new wine or spirits brand is a particularly challenging exercise.
Developing a name that will resonate with consumers, meet branding objectives and be legally available requires creativity and stamina. Also critical to success, but often overlooked, is the importance of a solid process.