WSET DIPLOMA D2 EXAM WITH CORRECT
ACTUAL QUESTIONS AND CORRECTLY
WELL DEFINED ANSWERS LATEST
ALREADY GRADED A+ 2025 – 2026
Describe how a brand can create a positive image with a
"brand story."
Successful brands have a 'story' (see below) to which
consumers can relate - this creates an emotional attachment
between the consumer and the brand.
Describe how a brand can create a positive image with a
"price premium."
Many successful brands command higher prices than similar
generic products. Many consumers view higher prices as a
guarantee of quality.
Describe how a brand can create a positive image with
"longevity."
Many leading brands have been in existence for a long time.
This is particularly true of leading Champagne brands (see
Leading Wine Brands). Yet, whilst a number of the biggest
,wine brands overall are relative newcomers, some have also
been in existence for a long time: for example, Hardys
(1850s), Gallo (1930s) and Robert Mondavi (1960s).
Describe how a brand can create a positive image with a
"strong brand name."
Choosing the correct brand name is very important. The
name must be easy to remember and, if the wine is to be sold
in countries which speak different languages, easy to
pronounce in all the relevant languages. An important issue
to consider is whether a name that is perfectly innocent in
one language could be offensive or obscene in another: for
example, a co-operative in Saint-Tropez created a rosé to
which they and gave the brand name 'Mist' (Made in Saint-
Tropez) - all went well until the wine was distributed in
Germany where the word 'Mist' translates as (polite version)
excrement.
Define a ladder brand. What are the three rungs?
- intended to give consumers easy-to-understand ‘rungs’ to
help them trade up to a higher-priced and better-quality
expression of the brand
1. Accessible – the least expensive with the greatest
distribution and the one that consumers will buy most often;
2. Stretch – affordable but only for special occasions;
3. Aspiration – the most prestigious expression of the brand.
Most of the brand’s consumers will never buy it as it costs far
, more than they are willing or able to spend on wine.
However, it should cast its super-premium identity over the
entire ladder.
What are economic factors affecting the demand for wine?
- strength of the economy
- fluctuations in currency exchange
- market changes (entry and exit of brands)
What are legislative and political factors affecting the
demand for wine?
- laws prohibiting sale of alcohol
- gov't policies to reduce consumption (loi evin, BAC,
minimum unit pricing)
- taxation (excise duty, categories)
- international trade (relationships, customs duties/tariffs,
trade wars)
- wine laws (PDO, PGI)
What is the Loi Evin? When was it introduced?
- introduced in 1991
- has greatly restricted the advertising of alcoholic drinks and
is considered a significant factor in the reduction in wine
consumption in France
What is the Anti-Extravagance Campaign?
ACTUAL QUESTIONS AND CORRECTLY
WELL DEFINED ANSWERS LATEST
ALREADY GRADED A+ 2025 – 2026
Describe how a brand can create a positive image with a
"brand story."
Successful brands have a 'story' (see below) to which
consumers can relate - this creates an emotional attachment
between the consumer and the brand.
Describe how a brand can create a positive image with a
"price premium."
Many successful brands command higher prices than similar
generic products. Many consumers view higher prices as a
guarantee of quality.
Describe how a brand can create a positive image with
"longevity."
Many leading brands have been in existence for a long time.
This is particularly true of leading Champagne brands (see
Leading Wine Brands). Yet, whilst a number of the biggest
,wine brands overall are relative newcomers, some have also
been in existence for a long time: for example, Hardys
(1850s), Gallo (1930s) and Robert Mondavi (1960s).
Describe how a brand can create a positive image with a
"strong brand name."
Choosing the correct brand name is very important. The
name must be easy to remember and, if the wine is to be sold
in countries which speak different languages, easy to
pronounce in all the relevant languages. An important issue
to consider is whether a name that is perfectly innocent in
one language could be offensive or obscene in another: for
example, a co-operative in Saint-Tropez created a rosé to
which they and gave the brand name 'Mist' (Made in Saint-
Tropez) - all went well until the wine was distributed in
Germany where the word 'Mist' translates as (polite version)
excrement.
Define a ladder brand. What are the three rungs?
- intended to give consumers easy-to-understand ‘rungs’ to
help them trade up to a higher-priced and better-quality
expression of the brand
1. Accessible – the least expensive with the greatest
distribution and the one that consumers will buy most often;
2. Stretch – affordable but only for special occasions;
3. Aspiration – the most prestigious expression of the brand.
Most of the brand’s consumers will never buy it as it costs far
, more than they are willing or able to spend on wine.
However, it should cast its super-premium identity over the
entire ladder.
What are economic factors affecting the demand for wine?
- strength of the economy
- fluctuations in currency exchange
- market changes (entry and exit of brands)
What are legislative and political factors affecting the
demand for wine?
- laws prohibiting sale of alcohol
- gov't policies to reduce consumption (loi evin, BAC,
minimum unit pricing)
- taxation (excise duty, categories)
- international trade (relationships, customs duties/tariffs,
trade wars)
- wine laws (PDO, PGI)
What is the Loi Evin? When was it introduced?
- introduced in 1991
- has greatly restricted the advertising of alcoholic drinks and
is considered a significant factor in the reduction in wine
consumption in France
What is the Anti-Extravagance Campaign?
