Ner With Local Wineries And Winemakers
Most likely, youve already noticed a trend toward restaurant customers looking for dishes made with local ingredients, and sourced from local farmers and ranchers. So one way to piggyback on this buy local trend is by embracing local wineries and winemakers as part of your restaurants wine program. The easiest option is to host a winemakers dinner in your private dining room. Guests who purchase tickets to the event will have a chance to have food and wine pairings expertly curated by a local winemaker. An added bonus here is that featuring the wines of local wineries on your wine menu can help to provide a point of competitive differentiation in the marketplace. If youre based in, say, Texas, the ability to offer wine from the Texas Hill Country is one great way to differentiate your restaurant from all the others offering the same wines from Napa, Sonoma and Oregon.
Michael Symons Manager/winemaker Stonier
After a fairly humbling year, people seem more attracted to authentic and meaningful experiences, so wineries are best to highlight the real aspects of what they do and avoid the shallow hype, i.e., keeping it simple and showing them the real people, vineyards and processes that are behind the wines they make. A bit of a constant theme for fine wine maybe, but now it resonates more than ever. A big part of this approach succeeding will be attracting people to cellar doors, especially given that many who would normally head overseas will be looking for local regional options.
Get Your Customers Perspective With A Photo Contest
Heres another giveaway of a wine tour experience but this time, with a twist. Instead of just asking for contact details, Platypus Wine Tours created a wine-themed .
All the photo entries were shared in a public gallery, where people could for their favorites. The most popular photo won the prize.
Next up, another photo contest from the Paso Robles Inn, a popular hotel in California wine country. They focused the contest even more on their brand, by asking people to take photos with their trademark statue of Clarabelle the Cow. This was a great way to online.
Photo contests arent just fun for your followers they are also a powerful tool for wine tourism marketing. When you collect this kind of user-generated content, you can reuse those images in your own social media and advertizing strategies. Just dont forget to ask for image permissions!
You can also organize , and collect contact details and image rights. Its the network of choice for Millennials, an audience with high potential for wine marketing.
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Presence On Social Networks
You should know that 91% of Chinese netizens now have accounts on at least one social network.
Having a strong presence on social networks increases the chances of your brand to be shared between users. The interaction on social networks with potential consumers is vital.Therefore, it is necessary to be present on the most popular platforms: Weibo and WeChat.
China is a country more and more connected, with the revolution of WeChat, it is very easy for Chinese consumers to scan QR codes.A QR code on your labels allows consumers to know where you are distributing wine it can also inform and engage the consumer at the time of the purchase.
More on Chinese social media here.
Optimize visibility on search platforms
It is necessary to optimize your visibility on local search engines such as Baidu.We are talking about increasing traffic to your site, your web visibility, and improve the quality of your audience.
If you consider foreigners in China as targets, it is important to be also present on international social networks such as Facebook and of course to optimize your ranking on Google.
Not Communicating With Or Leveraging Current Customers And Contacts In The Right Ways
Again and again this comes up when speaking to marketing and digital strategy experts in the industry. Wineries communicate what they wish people were most interested in versus the information that people are most likely searching for.
In too many cases, when a customer visits a winerys website, what they can find most easily is the wineries brand story or details on how to join their wine club. But the reasons that most consumers visit a wineries website are a) for contact information, hours of operation or tour/tasting options or b) to shop for wines.
Despite this, many wineries persist in focusing their time and attention on what they see to be the most important or potentially profitable priorities, instead of focusing on how to give the largest number of potential customers what they want, and how they want it.
The aggressive push to sell more and more to wine club members or to customers who had purchased the most in the past, bled over into early marketing efforts just after SIP, where consumers saw their inboxes quickly fill with overly promotional and/or desperate sales messages.
Yet, the reality is, most wineries are only reaching 25% of their email subscribers with their email marketing campaigns. And, not only do aggressive sales tactics and repetitively similar messaging not have the desired effect , but they can damage a businesss long term sales, subscriber retention, and customer relationships.
Lack of right talent
Wine clubs sign up
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Not Fully Utilising The Tools And Data They Have
The common consensus between the marketing professionals that were interviewed for this article is that all too often, wineries arent personalising their digital marketing efforts.
What does personalising a businesss marketing entail? Personalising the message or content that a business sends, or that is automatically displayed to their customers or potential customers based on those customers preferences and past behaviour, or where that customer is in the buyer journey.
Examples of personalisation opportunities that are often under-utilised by wineries:
1 Segmentation of email lists and personalisation of emails sending different kinds of emails and campaigns to different groups of people. For example: creating different emails for wine club and non wine club subscribers, creating a special campaign to send to high end buyers , etc
2 Automated email sequences: emails that are sent automatically to subscribers based on certain actions such as Welcome Email series , Abandoned Cart emails , First Purchase emails , etc.
3 Personalised automated content on websites: popups that are triggered based on what page a person visits or is on differently organised products based on a customers buying and browsing history.
Wine industry email marketing platforms such as Premier Cellar confirm that personalised and relevant emails drive 18 times more revenue than non-personalised campaigns .
Wine Marketing Strategies For Reaching Millennials & Gen Z
For years there has been talk among wine industry veterans about the struggle to bring Millennial drinkers into the fold. While previous generations could be swayed with focused on high product ratings and detailed tasting notes, these younger consumers seem to find the world of wine intimidating, even though they are interested in the drink itself. That means throwing confusing technical terms at them is probably not the right approach, and traditional wine publications are unlikely to make it into their orbit.
So, if these drinkers arent in any of the usual places, where do you find them? And how do you get them interested in your winery and its wines? The answer is to meet them where they are: online.
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Become A Source Of Knowledge
Working at a winery, it may feel like most people have at least a working knowledge of winethe difference between a cabernet sauvignon, a merlot, and a pinot noir, when to serve red, and when to serve white or rosebut the truth is, many consumers cant distinguish a cabernet from another dry red wine.
Leverage your website, blog, social media channels, and your employee expertise to create a library of content that’s interesting and easy to read content that people will want to turn to for insight, and you will build a loyal brand following.
Social Media Wine Marketing Can Help Building Trust By Promoting Your Reputation
With so many wine companies vying for the attention of consumers, its important that you distinguish yourself from the competition. Highlight any awards you have, figures around customer numbers and any notable heritage.
La Crema Wines draws attention to the fact that theyve been in business for 40 years, while Hardys promotes its 9,000+ global awards. You dont have to be world renowned to follow their example, however. Local awards, the date your business was established, and customer testimonials are perfect for boosting your reputation.
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What Sales Channels Does The Wine Sector Have
To be able to specify a suitable distribution plan.
The company must know the channels it can use for its sales.
Today, the wine sector has 3 channels for this.
Next, we are going to better explain them.
- Direct selling:is the marketing process for an individual company. They have direct contact with the end consumer. Here, we can find wineries, wine tourism sub-categories, and wine e-shops.
- Distribution Channels:These are larger chains or establishments that sell different products. Here, we can find, for example, supermarkets, physical stores, and large stores.
- Horeca Circuit: Hotels, Restaurants, and cafeterias chains make up this circuit. Whats more, they are an important part of the commercialization of wine products. The reason for this lies in the fact that most people choose to drink wine outside their homes. Because of this, they mostly go to their favorite or most frequented places.
A Complete Guide To Marketing Strategy For A Wine Company
Wine company marketing has never been a walk in the park. Over time, it has become crucial for wine companies to master their wine marketing strategies and keep up with alcohol consumption trends to increase sales. Wine companies around the world are not only competing against each other, but consumption patterns are also changing. Thats why wine company have to align their marketing strategies with new consumer trends.
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Be Ready For Anything
Consider the material and information youll need to populate newsletters, tasting room materials , print marketing and more. Provide your distributor with technical information ahead of schedule, so they can design shelf-talkers, tech sheets, and other sales materials that make you stand out from the crowd.
Ben Knight Wine Consultant Benandwine
For young drinkers, 20-30 yr olds, I think the big competition is from beer brands. Its hard to compete, as beer can be made almost weekly, whereas wine is a once a year product. The marketing here needs to be about education and evolution, moving away from beer. I say this because to go head to head with the super flexible beer market, wine will lose.
30-50 year olds want good quality at low prices. They want the stories, the history and sense of place, but the successful brands will be sub $25. Probably focusing on drinking less, but drinking better.
50 plus is a pretty set group. They drink what theyve always drunk. They like to be reassured with Halliday scores et al.
Ive not seen really obvious Covid consequences to habits . After the fires, there was a little bit of increased demand for Vic products, but that didnt hang around. I can still buy interesting and tasty Euro booze for cheaper than local stuff, and the second lockdown was all about cheap booze.
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Distribution The Way To Sales
A distribution plan is necessary to achieve a path to sales. Marketing strategies for wine brands.
This means that tracing the channels that you will use to sell your wines is the most effective way to obtain good results.
In the wine sector, determining your sales channels is very important.
This is because it will help you to achieve your quantitative objectives and goals. Thus, in this way, you will be able to bring the product closer to your segmented market. In the same way, you will be also bringing it to your loyal customers.
Increase Order Purchase Value
Ads containing a discount offer have the ability to significantly increase order purchase value. In ONEHOPEs example below, its unlikely that customers would usually buy six bottles of wine at once. By providing a motive, a financial-benefit to spending more, theyve succeeded in breaking down the financial argument for not buying more wine. This will boost revenue by increasing average order value and ROAS.
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Benefits Of Digital Marketing For The Wine Industry
Today, having an online presence is the most important thing for any business to have a better reach and focus. Wine has always been the favorite of everyone and this industry, therefore to make a mark for your brand, your brand needs digital marketing.
As per a report by eMarketer, global online retail revenues in 2017 reached around $2.3 trillion, a 24 percent raise over the previous year, and are projected to grow to $4.8 trillion by 2021.
Step : Create Your Business Website
After defining your brand and creating your logo the next step is to create a website for your business.
While creating a website is an essential step, some may fear that its out of their reach because they dont have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.
Here are the main reasons why you shouldnt delay building your website:
- All legitimate businesses have websites – full stop. The size or industry of your business does not matter when it comes to getting your business online.
- Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
- Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You dont need to hire a web developer or designer to create a website that you can be proud of.
Using our website building guides, the process will be simple and painless and shouldnt take you any longer than 2-3 hours to complete.
Recommended: Get started today using our recommended website builder or check out our review of the Best Website Builders.
- Training new employees
- Hosting special events
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Highlight Unique Topics And Tell Your Story
With so many wineries blogging and providing helpful advice to their followers, its important to differentiate your brand.
One of the best ways to do this is by focusing on unique topics that appeal strongly to a niche segment. What is it that your customers are interested in? What are they searching for? Where is there a market opportunity that few other wineries are producing content about?
Dont be afraid to get specific.
At worst, youll have created something few people are interested in, at best, youll be attracting a fiercely loyal consumer.
Consumers are more attracted to brands they can relate to on a personal level they want to hear your story. What are you passionate about? How did your winery get its start? What keeps you going to work every day? Find ways to address these questions in your content, and you will build a deeper level of brand trust.
What Are Some Insider Tips For Jump Starting A Wine Tour Business
Use your creativity to drum up business. This can be as simple as holding a garden dinner party soiree in your own home to get people interested in your tours. Market yourself heavily online , and promote yourself with large groups as much as possible. For example, a corporate retreat or a family reunion may be that much more memorable if its done with your wine tour business, and you can expose more people to your tours this way.
If you do choose to partner with a winery, ensure you have a contract that is agreeable for both parties. Include clauses about what each business can expect if business should expand quickly.
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What This Means For Marketing To Millennials
With these insights in mind, wineries should consider the best ways to market their products to millennials.
Keep in mind that this term applies to an enormous swathe of people with a wide range of life experiences, motivations, situations and more. Major players like E. & J. Gallo Winery have seen success in pivoting their approach to millennial marketing precisely because they take into account the nuanced subsets of this category.
Nonetheless, there are a few major lessons to learn. Here are 5 strategies to consider:
Bottle Shape And Color
The design and color of the bottle will give your wine a defined identity. So, for example, most wine bottles are green-colored glass, like champagne.
However, there are also dark brown, pink, and white bottles. Now, you can see blue and even yellow glass bottles. The reason behind this lies in the need to achieve that modern touch.
For the shape, an elongated bottle is modern, dynamic, original. The length of your neck can vary depending on how modern and unique you want it to be.
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The Price Of Italian Wine Doubled In 5 Years
In the last five years, Italian wine has doubled its price and the amount of wine sold in China has increased of 10 million liters. While the higher price indicates the increase of awareness of Italian wine in China, the amount of wine sold to Chinese consumers is not impressive, especially if compared to the production level of the country: more than a quarter of wine in the world.
