luxury marketing, luxury real estate marketing

Whenever we write or talk about finding an uncontested luxury real estate marketing niche in which to excel and dominate, the response often is, “this is so hard to do, or all niches have already been taken”.  Here is an example of something we discovered yesterday.

Brix Chocolate for Wine was invented by pulmonologist (lung specialist), Dr. Proia, from Ohio who felt that ordinary chocolate did not pair well with wine.  So he researched chocolate and found that a chocolate grown in Ghana was perfect when blended with confectioner’s chocolate.  A niche in the chocolate business was born. 

The word “brix” used as the brand comes from a term used in the winemaking industry. It means to measure the percentage of sugar in the grape, which determines when the grapes should be picked.   In winemaking 55-60% of sugar becomes alcohol.  The ideal brix is 20 to 25, which results in a wine with about 11% alcohol.

Brix makes 4 types of chocolate. Each has recommendations for wine pairing.  For instance, extra dark (70% cacao) pairs well with Cabernet Sauvignon, Bordeaux, Barolo and Malbec.  If you are not a wine lover, you can pair it with Brandy, Cognac, or Armagnac.

The difficulty that many luxury real estate marketing professionals have in identifying an uncontested market niche is thinking outside of the box.  These niches are just not obvious.  If they were, they would already be taken by the competition.  That is where a strategic branding expert becomes invaluable. 

Written by Ron & Alexandra Seigel-


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