This episode covers WSET Diploma D2 – Chapter 9: Identifying the Product / Brand to be Marketed, one of the most quietly examinable chapters in the entire unit.

Rather than treating branding as “marketing fluff,” this episode breaks down how wine products actually move from commodity to value, from anonymous to trusted, and from interchangeable to emotionally chosen. We walk through product life cycle, brand substance vs perception, brand equity, soft brands, ladder brands, private labels, and luxury positioning — always linking theory back to how wine is really bought, priced, and trusted in the market.

This is not about memorising definitions. It’s about understanding why some wines earn a premium, why others compete on volume, and why small changes in branding can make or break a product.

Listen with exam ears: every concept here maps directly to how D2 questions are framed and marked.

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