SEAGLASS and the wines it actually competes with, in the white-wine category. The size of each circle is its durable-advantage score. Kim Crawford is at the center because it owns the words "New Zealand Sauvignon Blanc" in a shopper's head, and it's the brand SEAGLASS's own shoppers compare it against. Hover any bottle to read where it stands. The map drifts gently. SEAGLASS, the lightest circle, is the rebrand target.
Kim Crawford is the biggest circle because it owns an idea: New Zealand Sauvignon Blanc, number one by dollars for nine years running. Josh Cellars is close behind on a father-and-son story shoppers can repeat and the widest distribution in the set. Oyster Bay is the New Zealand price-and-style twin SEAGLASS competes against directly. Decoy reaches up from a higher price with a Napa halo. SEAGLASS is the lightest circle, a full tier below all four full-strength rivals. It makes a comparable crisp white at a lower price, and it owns no idea a shopper can say out loud. That missing reason is the whole opening for a rebrand.