SA food and beverage producers to get tips on luxury makeovers

SOUTH Australian food and beverage manufacturers will learn how to unlock the “dream factor” in their produce to build desirable luxury brands under a new pilot program starting this month.

Chief Executive of Food SA Catherine Sayer with a lobster and abalone. (AAP Image/MATT LOXTON)

SOUTH Australian food and beverage manufacturers will learn how to unlock the “dream factor” in their produce to build desirable luxury brands under a new pilot program starting this month.

The program, presented by Food South Australia and the state government, has a special focus on brand building and internationalisation expansion for luxury food, wine and beverage businesses.

It kicks off on April 30 with a one-day workshop with ESSEC Business School’s associate professor Sonja Prokopec. She described a luxury product as one that “has exceptional quality and excellent craftsmanship associated with the know-how”.

But, a rich brand DNA, strong storytelling and visual identity were also important, Ms Prokopec said.

“A luxury product/brand carries the “dream factor” which makes it highly aspirational and desirable,” she said.

“Its exclusivity and uniqueness in terms of product quality and brand heritage offer an added-value for the consumers, be it an intimate satisfaction linked with product aesthetics or a recognition of social status.”

She said SA food producers needed to work on their exceptional quality products to build their brands.

“The fact that consumers nowadays pay large attention to aesthetic aspects makes packaging an important element in the product package to win their hearts.

“Branding helps to create emotional connection and bond between product/service and consumers, which sets a competitive advantage on premium pricing and brand loyalty.”

Ms Prokopec said the workshop – and the broader program delivered through a combination of face-to-face workshops, online content, webinars, case studies and real life business cases – will help participants apply the principles of good branding practices on their own brands.

Global examples of luxury food and beverage brands include France’s Laduree macarons and Fauchon choco-lates, Singapore’s TWG tea, Cognac’s Hennessy and US’s Chobani yoghurt. “True luxury products tend to be more discreet in their marketing activities,” Ms Prokopec said.

Food SA chief executive Catherine Sayer said SA already has a strong portfolio of potential luxury brands.

“Our Abalone, Southern Bluefin Tuna, Brandy, Cognac and other Distilled Spirits, Chocolate, Olive Oil, Red Wine, Southern Rock Lobster and Wagyu beef is exceptional. Those we don’t have yet or in commercial quantities, but are options, include caviar, Matsutake Mushrooms, Truffles.”