It’s another tense match, as the first of the semi-finals play out. But who will win the brand battle? The distinctive rosé wine from Portugal or the increasingly popular tapas chain from Spain*.
*or at least that is how they brand themselves
And they’re off…
SHOT ON TARGET– Mateus have got years of training on their side, the brand was created in 1942 with production beginning the end of WWII. By the late 1980’s it accounted for over 40% of Portugal’s wine exports.
GOAL – but it’s an early and convincing goal from La Tasca, having first opened in 1993 there are now around 65 restaurants all around the UK and 5 in the US; proving they are breaking into overseas markets. It was sold in 2007 to the Laurel Pub Company for £123million, not bad for 14 years work.
SUBSTITUTION: a wise substitution is made by Mateus as they expand their range to include Shiraz and Sparkling wine.
GOAL – And Mateus score a cracking goal, with a great backing from none other than pop legend Elton John. In 1973 Mateus gets a mention in his song: ‘I get juiced on Mateus and just hang loose’.
GOAL –another goal from La Tasca, as they have started to introduce event nights such as salsa, live music and even zumba. They are diversifying and offering more to their customers, building on their Spanish theme.
GOAL – they’re back out and a goal for innovation must go to Mateus just for the unique shape of their bottle, making it an instantly recognisable brand. The Makers of Mateus wine have also recently won the ‘European Producer of the Year’ award.
SHOT ON TARGET – a great attempt as La Tasca have tried to move away from the sometimes unappealing ‘chain’ image, choosing to decorate each of their restaurants differently, making the experience feel more one off.
GOOD TACKLE – La Tasca are right on trend with their menu, tapas are proving to be very popular as you are not limited to choosing one dish. It gives people a chance to ‘innovate’ the way they eat. They also boast a much more convincing website, allowing you to book a table with ease and it keeps you up to date with all the latest events and offers.
SHOT ON TARGET – Mateus have some interesting aspects to their website such as suggested recipes to accompany the wine and cocktail mixes, but overall they miss out on the goal as it looks a bit tired and dated. Room for improvement!
GOAL – And it’s a great last minute goal from La Tasca who have had some excellent marketing of late, introducing their own loyalty card rewarding customers and offering exclusive discounts. They also bought into the whole ‘voucher’ culture, with 2 for 1 printable deals found online, drawing customers in during a time where spending has often been curbed.
FINAL SCORE – 2-3. It’s a strong win for La Tasca, and despite a valiant effort from Mateus they really dominated the match, with a winning concept and a growing business. But do you agree? And will the score line tonight go the same way?
This entry was posted on Wednesday, 27 Jun 2012 at 5:15 pm and is filed under Branding, Events, Head to Head, Innovation, Loyalty, Strategy.
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