People – who you do business with can make or break a brand. Wingard is proud of it's alliances with distributors, retailers, wine makers, distillers, blenders, agents, brand ambassadors, negotiants, and consultants from around the world. Sales are not solely the responsibility of the retailer, Distributor, Importer, or brand owner. It is a team effort. Wingard oversees that all partners in a brand are working seamlessly.

Price – a product must be priced accordingly. A product can be priced too high or too low. There are different strategies for each product. Sometimes it is better to deliver the best value to the consumer. Other times it is necessary to raise a price to give a perceived value or to properly reinvest in a brand.

Packaging – Americans drink with their eyes as well as with their mouths. Unfortunately, when it comes to sales, the design of your label can be as important as what you put in the bottle.

Product – It is understood that a product should have excellent quality. This is not a goal, but rather an assumed starting point for any successful brand.

Press – What is said about a brand is as important as who says it. If Bob Smith thinks a wine is excellent, this does not carry as much weight with the consumer as if the Wine Spectator or Frank Pryle think your wine is excellent. Your consumers must then be reminded what was said. This can be done through a variety of mediums.

Point of difference – If your product looks, tastes, and is marketed like an existing brand, why should it succeed? There is no reason for a consumer to change brands. A significant point of difference can be as important if not more important than a point of superiority.

Distribution – Without proper representation, a brand will never realize it's potential.

Effort – "Genius is one percent inspiration and 99% perspiration." - Einstein.

No brand succeeds solely based on it's own merits. Enormous personal efforts must be made by a team of people.

Sufficient financing - If you want great marketing, tastings, promotion, PR, store displays, and distribution, this does not come for free. Wingard has a tradition of reinvesting in the brands they take on.

Personality – A brand must have a distinct personality. It cannot be all things to all people. One must develop a clear vision of the brand and focus on the target consumer.

Marketing – Don't sell the steak, sell the sizzle. It's not what you have it's what you do with it. A superior product with inferior marketing will fail in comparison to an inferior product with superior marketing. The most important aspect of a successful brand is marketing. Wingard prides itself on it's innovations in marketing. Above all else Wingard is a marketer and brand builder.