In Good Taste: Creating Tasting Room Experiences That Inspire Brand Loyalty

By Leisa Melancon, Director, Heron Crest Marketing

Your brand is much more than a logo or slogan; it’s your business reputation. Intuit co-founder, Scott Cook, said it best; “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” Building a successful brand takes time and requires ongoing support from everyone on your staff. Every interaction with your customers provides an opportunity to build your brand and inspire brand advocacy by creating a personal connection and earning trust.

Your tasting room provides the perfect opportunity to create a setting that inspires brand loyalty and turns visitors into lifelong customers and advocates. While it’s important to focus attention on the actual tasting, the overall visitor experience must be considered.

To elevate tasting room visitor experiences you need to be tuned in to your customer’s expectations. Next to a face-to-face conversation, one of the most effective ways to gain customer insight is through social media monitoring. What feedback are you receiving on your Facebook, Twitter and other social accounts? Also check out reviews of competitor tasting room visits on social media sites, such as Yelp and Trip Advisor. What can you learn and implement from the conversations?

In a recent search of social media posts about tasting room visits, I found some common insights into customer expectations. Comments centered on atmosphere and comfort, customer service, communication and memories. Key takeaways are provided below, along with some possible tactics that can be tailored to suit your unique brand.

ATMOSPHERE & COMFORT
Crowd Control – If the tasting area is busy, direct visitors to an overflow area, such as outdoor seating, a gift shop or event room. One social media post offered praise for a winery that offered them a complimentary additional bottle tasting, due to a delay.

Food – Offer cheese and fruit trays for purchase and provide seating areas for visitors to relax and enjoy them with a bottle of wine. Several social media posts mentioned how enjoyable it was to spend time enjoying the scenery after the tasting.

Music – the right selections can support your brand and set the mood. If you’re playing CD’s, consider selling them in a gift area. Live music is popular and doesn’t have to be expensive. Consider hiring a new local musician that is trying to develop a following.

Seating – Offer seating options to accommodate the variety of needs that can occur.

Lighting – Inexpensive updates can be made to enhance lighting and set a mood that best reflects your brand. Simple displays of branches strung with tiny white lights are an attractive low cost option.

Events – What makes your winery unique? What community events could you schedule that reflect your branding? Events that support local charities promote good will and are fun, profitable and rewarding.

CUSTOMER SERVICE
Friendly, Attentive Staff – Greetings matter. Even if you’re busy, make sure visitors are acknowledged and feel welcome.

Engaging Tours – Keep the content sounding fresh and interact with guests. Make it special by sharing your unique brand story and including interesting historical details.

COMMUNICATION
Education – Share and discuss each wine, and allow for conversation. Offer guests an opportunity to sign up for emails to receive updates, newsletters, etc.

Clear, Detailed Signage – one visitor mentioned that a sign indicated the winery was open until 6pm, but when he arrived at 5:35pm, he was informed tastings were cut-off at 5:30. While the need to allow time for tastings prior to close of business is obvious, communicating specifics up front can help avoid disappointment.

MEMORIES
Gifts – Even if you don’t have space for a full gift shop, you can set-up a table or counter display to allow customers to take home keepsakes from their visit. Logo merchandise, such as winery t-shirts, are popular and help spread brand awareness. Corkscrews, coasters and other wine-related gadgets are perfect gift options for areas where space is limited.

Photos – If visitors are snapping selfies or taking photos of each other, offer to take a group photo for them. Many will share their images on social media, mentioning your winery. (#brand building!) Why not create a photo op spot? A barrel display or vine-covered trellis would be a draw. Of course you’ll want to capture images for your own social pages, as well.

Consumer insight is essential to providing your tasting room visitors the enjoyable, unique experience they seek. The more you know about your customers, the easier it is to create more personal, memorable visitor experiences that inspire brand loyalty and increase sales.

Photo of Leisa Melancon

Leisa Melancon is a Certified Marketing Consultant and Director at Heron Crest Marketing in Virginia Beach, Virginia. Heron Crest is a boutique marketing consulting firm specializing in branding, content marketing and creative design. Leisa can be reached at leisa@heroncrestmarketing.com

 

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Is there Passion in Your Product?

By. Neil Williamson, President

As part of a recent client project, I came across an old Peter Drucker quote that clearly resonated with me:

Profit is not the purpose of a business, it’s the test of its validity.

All too often organizations become buried in the cost management side of production and service.  These are important but even more important is the concept of being a part of something that matters.  Employees want to believe in no only the people they work for but to have an emotional connection with the products they produce.

Following the money is important but bean counting can only carry an organization so far while passion can lift it to new heights.

Please let me explain with a quick example.

Old VineIn 1999, I was a part of the management team at Prince Michel Vineyards.  There was one vineyard block that had been significantly under performing for a number of years.  After examining the block,the viticulturist determined the vineyard had been severely impacted by crown gall, a root disease that negatively impacted the vines’ production.  The resulting yields would be too small to justify spending the labor required to keep the vineyard up.

That’s when we came upon an idea, the other staff (tasting room, accounting, sales, restaurant) would be given the opportunity to tend this one vineyard throughout the growing season.

Some on the team grumbled about being in the vineyard for a couple of hours each month but they were surprised by the things that they learned.  While they had been told about leaf pulling to open the grapes up to light and wind, the actual act made it very real.  The discussions at the tasting bar became much more lively with stories of hornets and birds nests in the vines.

When the time came to harvest, everyone was most excited to see if their work had been worth it.

The marketing department came up with a special label for the 1999 Wayside Merlot.

Upon release, the wine was very good and the staff not only sold it with great pride, they also purchased it by the case.

I tasted the last of this wine in late 2009, it was just past its prime but nothing tastes like a wine you put your blood, sweat and tears into — it was GREAT!

How does your staff feel about your products?

Is there passion in the product and the presentation?

If not, why not and what are you going to do to change it?

 

Neil Williamson

Neil Williamson, the Grumpy Marketing Guy, is the President of The Trellis Group LLC a marketing consultancy focused on East Coast based wineries.  He can be reached at trellisgroup@earthlink.net

 

2012 Virginia Wine Festival ‘You Be The Judge’ Tasting Notes

Stone Mountain Vineyards 2011 “Stainless Steel” Chardonnay – Appearance: Light straw Aroma: Green Apple, floral, Attack: Crisp sharp with nice acid bite Midpalate expand slightly to expose additional floral notes and a hint of citrus Finish; Brief with hint of granny smith apples

First Colony Chardonnay Reserve – This complex chardonnay was aged for eighteen months in a combination of new American and neutral French oak barrels. Appearance darker straw color Aroma: lemon peel, vanilla Attack: Subtle with undertones of spice Midpalate expands nicely to expose vanilla and pear elements, Finish lingers nicely with almonds and a touch of butter.

Wintergreen “Black Rock” Chardonnay – Barrel aged ten months.  Appearance rich straw, Aroma: Pear, apple Attack muted, Midpalate: Expansive includes nice light tannins with pear undertones, Finish: Lingers nicely with full buttery finish

Prince Michel Viognier 2007 – Appearance: Clear light straw, Aroma: tropical nose including melons Attack: more supple than anticipated Midpalate: continues tropical notes including MANGO Finish: surprisingly long with lemon undertones

Democracy 2011 Unum –Appearance is rich straw color, Aroma: Floral bouquet including geraniums and daisies Attack: nice slightly acidic bite with honey undertones Midpalate expands to expose tropical notes leading to Finish: crisp with a touch of granny smith apple

Horton Sparkling Vigonier – Now for something completely different Appearance light straw filled with bubbles, Aroma: pear and a touch of yeast Attack: bright as only a sparkler can be Midpalate; bubbles enhance the poached pear undertones Finish is delightfully light

Horton 2011 Petit Manseng – Petit Manseng, famous in southwestern France for being the only wine used to baptize a royal child, namely Henry IV, has shown to be the perfect grape for the Central Virginia winegrowing region.  Appearance: darker straw Aroma: honey suckle, rose pedals, Attack: rounded with good acidic balance Midpalate is round with toasted hazelnuts and acacia blossom, enhanced by a touch of guava and vanilla.

Democracy Vineyards 2011 Republic -100% Petit Manseng Apperance: Clean straw, Aroma: Green Apple Honey Dew, Attack: Bright with grape overtones Midpalate apricot and other tropical notes, Finish: Light does not linger but is clean.

Breaux 2011 Jolie’s Blonde– 100% Seyval Blanc  Seyval Blanc – A French hybrid varietal that is famous for its resistance to cold. Seyval Blanc buds and ripens early and provides a good alternative in cool climates to grapes such as Chardonnay and Sauvignon Blanc that don’t like the extreme cold. Crisp and dry versions have flavors and aromas of citrus fruits and a certain minerality that some compare to white Burgundies. Also takes well to oak and malolactic fermentation. Grown extensively in England and the cool Finger Lakes region of New York State. Appearance – Straw, Aroma – Lemon grass, Orange Blossom Attack – A little thin but sharp and bright, Midpalate – expands to include tropical notes, Finish – Lingers longer than anticipated with grapefruit and spice

James River 2011 Chardonel –Chardonel is a cold hearty hybrid created at Cornell University in 1953.  Parent grapes are Chardonnay and Seyval.  Stainless steel fermented.  Appearance: light straw, Aroma: spicy bananas Attack: sharp with tropical undertones midpalate expands slightly to include honeydew melon and honeysuckle Finish is brief but clean.

James River 2010 Devino – Made with the same Chardonel grape as the previous wine this is done in an Ice wine style where the grapes are crushed and fermented then frozen and thawed slowly.  When the winemaker likes the consistency the tank is drained.  Appearance: medium straw. Aroma: sweet tropical notes undercurrent of MANGO Attack: viscose and cool with honey and fruit sweetness.  Midpalate expands as the wine warms in the moth to include honeysuckle, par and honeydew melon, Finish: lingers nicely with citrus and bananas

Barboursville Phileo- Barboursville, who launched the modern Virginia Wine industry with its founding in 1976, submitted this one wine to the tent.  A propriety, non-vintage blend of Moscato Ottonel (60%) and Vidal (40%), fermented in stainless steel at the unusually cool temperature of 45 degrees F and at unusual length, 70 days. Aged on the lees in stainless steel at least four months, resting in bottle another five before release. Appearance: Goldenrod Aroma: roses and apricots Attack: muted but full Midpalate: complex filled with cascading tropical tones Finish: lingers nicely on the rear of the palate with apricot memories

Stone Mountain Bacon Hollow Revenuers Select – Built in this iteration from Chardonnay, this sweet wine is the wineries best seller.  Appearance: light straw Aroma: honeysuckle and rose pedals, Attack bright with good acidic balance Midpalate expands to expose peaches and pear undertones finish: sweet but brief including additional floral and tropical tones.

Breaux 2011 Rose’ – 54% Nebbiolo, 34% Cabernet Sauvignon, and 12% Chambourcin appearance is medium to light red, Aroma: Strawberry, Rhubarb, Attack Sharp with nice acid, Midpalate expands with tropical notes and cherry Finish is surprisingly tannic in structure but not in astringency.  The most interesting wine I have tasted this year.

Stone Mountain 2009 Cabernet Sauvignon – A truly elegant and well-aged wine this wine is drinking very nicely right now.  Appearance:  Medium red Aroma: Dark plum and Bing cherry Attack: supple with a hint of leather in addition to an undercurrent of licorice Midpalate: more plum and black cherry, Finish: light tannins lingering nicely on the rear of the palate

First Colony 2010 Cabernet Sauvignon – A vintage difference and a difference in altitude create a different (but equally good) flavor profile in First Colony’s Cabernet Sauvignon. Appearance: darker red in the glass Aroma:  vanilla and cherry Attack: Supple with cherry notes Midpalate: expands to showcase well-balanced flavors of rich cocoa and toasty oak Finish: full lingers nicely with just a hint of pipe tobacco.

Breaux 2009 Marquis de Lafayette – 30 months aging in 70% American Oak and 30% French oak, this wine is named after a French nobleman who was an American revolutionary war hero.  100% Cabernet Franc Appearance: medium Red Aroma: Plum and Black Cherry Attack: Supple with chocolate undertones, Midpalate Expands nicely to expose round tannins red cherry notes and a touch of leather.  Finish: Long with cascading flavors

James River 2011 Chambourcin – The winery says the wine is reminiscent of a light port.  I find it to be more than that it is a decadent delight.  Color – Deep red Nose – Herb filled with hints of green pepper Attack – Round tannins, slightly acidic Midpalate – jammy with strawberry tones Finish – lingers on the rear of the palate with licorice

Democracy 2011 Suffrage – 100% Chambourcin Lighter in style than the previous wine this has many of the same characteristics but not as pronounced (or as sweet).  Color:  Medium Red Nose: Jammy with strawberry dominance Attack: slightly muted and a touch thin Midpalate expands to expose coca and plum essence Finish: slightly shorter than anticipated but lingers with undertones of tobacco and strawberry

Stone Mountain 2007 Petit Verdot – One of the older vintages poured here today but only went into the bottle at the beginning of this summer.  Extended barrel ageing can be seen throughout the tasting profile Appearance: deep Red full core, Aroma – leather, toast and dark chocolate Attack; Is muted with subtle plum and dark cherry notes, Midpalate opens nicely to expose licorice, plum and anise Finish lingers nicely on the rear of the molars with undertones of smoke

Horton 2010 Tannat – historically grown in South West France in the Madiran AOC and is now one of the most prominent grapes in Uruguay, where it is considered the “national grape”  Appearance: Deep Red Aroma: Smokey and mysterious Attack: rounded with dusty character Midpalate: big tannic backbone Finish: Leather and smoke remain on the palate long after the wine is gone

Breaux Equation – Merlot 84%, Cabernet Sauvignon 12%, Petit Verdot 4%

Color – Dark, brooding, crimson, Aroma – Red cherry and plum undertones Attack – sharper than anticipated nice bite Midpalate – settles in to include black cherry, licorice and anise Finish – medium length includes rhubarb and strawberry

Democracy Velvet Revolution

25% Cabernet Franc, 25% Chambourcin, 25% Merlot, 25% Petit Verdot

Color – Deep dark purple from rim to rim, Nose – well integrated with plum and black cherry

Attack – subdued and a touch thinner than anticipated, Midpalate – expands nicely with round tannins, plum and raisin Finish – long, lingers nicely on the back of the palate with undertones of dark chocolate and light tannins

James River Meritage – 70% Cabernet Franc, 25% Merlot, 5% Petit Verdot

Appearance:  Deep dark maroon, Aroma: Plum infused with Licorice and Anise, Attack- round with a touch of acid and coffee undertones, Midpalate expands to expose dark cherry notes Finish Full and memorable with just a hint of  pipe tobacco

Prince Michel Vineyards 30th Anniversary Merlot Cabernet Reserve

Appearance:  Deep red  Aroma: Plum with Black Cherry and coca undertones, Attack- lush with nice round mouth feel, Midpalate expands to expose layers of flavors including plum, black cherry, dark chocolate Finish: Not as long as anticipated but delightful with hints of smoke.

About the You Be the Judge Tasting Tent:

Ever wonder what it’s like to be a wine judge? To have each award winning wine tasting brought directly to your table for your palate’s evaluation?Find out in the “You Be The Judge” Tasting Tent at the Virginia Wine Festival. This ticket limited event will be held from 11:30am – 4:30pm on Saturday and Sunday. Neil Williamson, Chairman of The Virginia Wine Club Tasting Panel, will walk patrons through the UC Davis scoring system as the wines are served by varietal. Neil will share anecdotes from his decade in the Virginia Wine Industry as you enjoy the cool shade of the “You Be The Judge” Tasting Tent. Spend part or all of the day in the shade enjoying the individualized presentations and tastings with no lines and no waiting.

Tickets: http://www.virginiawinefest.com

Why I am Sweet on Your Wine Portfolio

By. Neil Williamson, The Grumpy Marketing Guy

Imagine walking into a home improvement store and all of the hardware and tools were only available in metric sizes.  In this example it is clear the home supply store is ignoring a significant potential market that demands US/Imperial tools.  Now look at your wine portfolio, does it reflect consumer demand or the owner’s personal preferences.

Often when I am meeting with new winery owners they have a limited scope of their wine portfolio.  In every case, I ask, beg, cajole them to include at least one “sweet” wine.    Interestingly, when clients take this advice, it almost always becomes their best seller.   Why?  As your winery will likely offer a number of dry wines for the roughly 50% of the wine drinking public that prefers a dry wine and you force the sweet wine drinker to choose the one wine you have made for that population cohort.

Recently my vision on this was tested by my philosophical position regarding be true to your identity. I was chatting up a Virginia winery owner about his vision for his new wine portfolio.  He did not like sweet wines but recognized the consumer demand for such product, his decision was not to make a wine that he would not drink but to make it at the far edge of his sweetness tolerance.  The resulting 1% residual sugar wine is consistent with his winery vision (and palate) while providing a sweeter wine for that percentage  of the wine consuming public that only buys sweet wines.

Master of Wine Tim Hanni (who spoke at a number of Virginia Wineries Association seminars this year) has written a treatise on Why Wineries Owe Sweet Wine Drinkers and Apology.  Hanni draws on recent research indicating that people are genetically predisposed to prefer sweeter wines based on the arrangement of their taste buds on their tongue.

In the end your wine portfolio should represent not only who you are but also who your customers are; if you only make wine you like, you may ignore significant potential consumers and sales!

That’s why I am sweet on your wine portfolio!

Respectfully Submitted,

GMG

Photo Credit: Kobalt-USA

How Mystery Shoppers Can Improve Your Business

By. Neil Williamson, Grumpy Marketing Guy

The term ‘Mystery Shopper” has been around for at least twenty years. The concept behind mystery shopping is rather simple; how do your employees (or you) honestly interact with customers.  While there are companies that do mystery shopping for a fee, I have found some of the best mystery shoppers are friends of mine who are not known to the client or the client staff.

Doesn’t the use of a mystery shopper mean you don’t trust your staff?  No.  Frankly when I have presented the results from the Mystery Shoppers staff are often horrified at the manner in which their actions were perceived.   With the advancement of Facebook, Twitter and Yelp! having a consistent customer engagement strategy is critical.  There are many individuals who will spend a great deal of time blogging about their experience in your establishment.  These too are teaching moments; but I’d rather control the discussion with a mystery shopper program.

How to build the shopper program — with your staff.  No one likes surprises so go over the goals of your customer engagement program with the staff and see if they agree.  If not, revise the metrics of the program.

Here are a few sample metrics based on a winery tasting room setting:

Were you greeted on arrival in the tasting room?

Were you informed of the tasting fee prior to tasting?

During the tasting did the staff seem knowledgeable about the wines?

Were you given time to taste each wine?

Did the staff provide the history of the winery?

Were you informed of upcoming events?

Were you asked how you heard about the winery?

Did the tasting staff seem interested in your wine journey?

After tasting were you given the opportunity to retaste?

Did the staff ask for your wine order?

In preparing your wine order did the staff confirm with you the wines before placing in the case/box?

Were you thanked for your purchase?

Was your checkout handled efficiently?

Was the tasting room busy?

Was the tasting room adequately staffed?

Overall how would you rate your visit (1-10 scale)?

What could be improved?

Once you and your staff determine the metrics to be used and you let them know you will be using a mystery shopper, you will see improvement in your customer engagement.  I usually bring in the mystery shopper 2 weeks after the staff has signed off on the metrics.

After the mystery shopper files their report (usually an e-mail with the questions above answered and other comments i.e. tasting room staff wearing low cut blouse, taking phone calls, kids running in tasting room, etc.)  I take the results to the tasting room manager and discuss in a morning meeting and then chat with all the associates over lunch.

This team methodology allows the manager to have an opportunity to determine how to best use the information to generate better customer engagement.  Usually better customer engagement results in increased sales.  And really isn’t that what marketing is all about.

Respectfully Submitted,

GMG

Image Credit: Truliant Federal Credit Union

 

 

What’s Your Story?

By Neil Williamson, Grumpy Marketing Guy

In considering developing, creating or honing your winery’s brand position, I encourage clients to take a long look in the mirror.  What makes your wine different than ALL the other wine that is out in the market?  Newly minted marketing guys (and gals) like to discuss your USP, Unique Selling Proposition.  Back in 2009, An Economist magazine article defined the USP in this way:

A unique selling proposition (USP) is a description of the qualities that are unique to a particular product or service and that differentiate it in a way which will make customers purchase it rather than its rivals.

Rather than using the USP verbiage, I find that a more in New York style question of “What’s Your Story?” generally drives the brand awareness conversation.  Everyone has a story to tell and told properly these stories can help to sell your wine.  Stories/ideas that have worked include tying to the real or imagined vineyard location (Pine Ridge, Silver Ridge, Pillar Bluff), linking in with celebrity ownership (Coppola Estate, Newman’s Own, Andretti Winery), or elevating a winery/vineyard process (Toasted Head, Barrel Oak, Twisted Vines).

One “encore career” client demonstrated the ability to not only identify his USP but to wrap his brand around it.  Jim Turpin of Democracy Vineyards is a self described “recovering lobbyist”.  His back story of politics in both the Virginia State Capital and the Nation’s Capital made for the selection of the winery name somewhat a no brainer but he and DV owner Susan Prokop took the concept even further.

Turpin wears bright red white and blue outfits to festivals and other winery owners have taken to calling him Captain America.  Each of Democracy’s custom crush wines have  names that evoke the concept of Democracy.  There portfolio currently includes Velvet Revolution, Declaration, Emancipation, Sufferage, Unum, Parliment and Alabaster.

Another wine brand I use in these discussions is South African Winery Mulderbosch “Faithful Hound” brand.  In addition to being a fantastic red blend year after year.  I have witness folks break into tears when reading the story printed on the label, that tells the tale of the dog, whose owner moved but returned every evening to sit on the porch and wait for his return, the dog died with his love unrequited.  This is a wine with a story.

Another way to look at the nurturing of a brand is understanding how you, or the winery owner, or the grower or the winemaker are the face of the winery.  People want to know people.  They love getting inside scoop on the upcoming vintages or harvest so they can impress their friends with their understanding of the business.   The best person to be your “face” may not be the owner.  But a word of caution, if you invest significant brand equity in an employee or partner, recognize this as a strategic decision and think how you will respond when they move on.

Above all else be true to who you are in your brand positioning.  If you can’t stand dogs, don’t put a dog on your label.  Just like fear, consumers smell phony from a mile away.  In addition, if you don’t believe it why should anyone else.

Here’s your homework, sit down with a pad of paper and write down ten things about you that make you unique and think of how you might integrate these into your brand positioning.  It may not be a label concept at all.  One client was an avid Ford F-150 driver.  That’s all he owned his entire life a series of these Ford Trucks.  Rather than put that into the label concept we simply added a new title to his signature Winemaker & F-150 Driver.

You have to be genuine, interesting and unique.  It’s all that easy and it’s all that hard.

Respectfully Submitted,

GMG

photo credits: Andretti Winery, Neon Cactus Wines

 

 

 

How Does Push Marketing Impact The Virginia Wine Business?

By. Neil Williamson, The Grumpy Marketing Guy

One of the many distinctions in marketing is push versus pull marketing.  Push marketing focuses on getting the product “pushed” out your cellar door.  Pull marketing focuses on getting consumers to “pull” your product off the shelf.

Distributor promotions (see below) are an example of push marketing while coupons are a good example of pull marketing.

The Marketing Made Simple website has a great post on this marketing concept including the diagram below:

push-pull-promotional-strategy

So where does Virginia wine fit into this picture?

Well, there is a need for this chart to include the three tier system where many wineries are represented by wholesale distributors this adds another layer for between the manufacturer and the retailer.  This presents the opportunity to push to the wholesaler as well as the retailer.

As an overarching marketing theme, Virginia wine must continue to develop brand identity to differentiate itself as a brand rather than “Wine” as a commodity.

Long before George Foreman started selling countertop grills he unsuccessfully attempted to market his own branded milk (then and now a commodity).  His pull strategy was to look into the then new TV viewing audience and tell potential consumers, fist raised, to go to their grocer and demand that they carry George Foreman milk.

Virginia is headed in the right direction when it focuses its significant marketing and advertising budget on the wine press in the US and especially in Virginia.  While getting wine placed in the Whole Foods Markets in Kensington, London is a solid news story – I would like to see more Virginia wine in the Whole Foods Markets in Virginia as well!

In most cases once a winery reaches a certain production level, it makes economic sense to work with a distributor.  Some wineries are amazed that they are still required to work sales once they have a distributor – this is a fatal flaw.  Distributor relationships are like all relationships they require work, a push marketing campaign.

Wineries are wise to remember that a distributor is only as good as the wines in its “book”.  Some distributor books are more like the phone book for the number of wines they represent, this is not a critique merely a statement of fact.

How do you make your wine stand out .  #1 have great wine #2 is “push” marketing.  Don’t bother with #2 if you have not accomplished #1.

A few years back, First Colony Winery, was looking to excite their distributor sales team and 2010_cab_franc therefore increase their sales.  But the fall campaign concept needed a hook.  As the client label featured a large silver star near the top, we built a promotion around the Redskins Cowboys football game.  The top sales representative received two tickets to the game, a hotel room and a voucher for a dinner at one of the restaurants carrying their wines.  The competition was fierce and in the end sales were significantly increased year over year.

It is important to remember that a pull marketing campaign, or even an awareness campaign can be used as leverage for a push marketing campaign.  If a winery is planning a brand building marketing campaign, they would be wise to inform its distributors and its retail partners to better position advance sales.  Only if the product is on the shelf can a pull marketing strategy work.

Respectfully submitted,

Neil Williamson, The Grumpy Marketing Guy