Archive: Marketing

MONITORING BOTTLING TIPS

This article is a sequel to the previous article on bottling preparation. It applies not only to mobile bottling but also any bottling line quality control a winemaker may be a part of. Each line has its own Critical Control points so use this article as a foundation to build on for your specific bottling operation/mobile bottler. Winemakers – it’s time to be on your toes! Make sure your wines are ready, free sulfur dioxide adjusted and at the appropriate temperature for the bottling. Makes sure the dissolved gases such as oxygen and carbon dioxide are where you want them and measured. The wine should be filtered to the appropriate micron rating prior to the days bottling and mixed well […]

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Duckhorn Vineyards of Napa Valley, California Marketing Case Study

Duckhorn Wine Company has five labels that it markets: Duckhorn, Paraduxx, Goldeneye, Migration, Decoy and Canvasback. S.M.A.R.T.: Quantifiable goals are Specific, Measurable, Achievable, Relevant and Timely. Duckhorn Wine Company’s marketing plan, created at least six months in advance of an upcoming year focuses on quantifiable goals. For instance, if they want to grow Merlot sales, they will make sure that they come up with a realistic goal based upon overall development potential, recent sales trends and gross profit potential. The Chief Marketing Officer and the Sales Manager work hand-in-hand to design the marketing plan as well as strategic priorities and related tactical objectives. These sales and marketing objectives flow organically from the overall company priorities. The sales and marketing managers […]

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Marketing For SUCCESS

Here we are at the start of a brand new year full of possibilities and opportunities! There’s no better time to think about marketing planning for your business. After all, “a failure to plan is a plan to fail,” right? What is Marketing? Just to be clear, marketing isn’t advertising, or the sales department, or the product development team…it is ALL of them and more. While some of the definitions may have changed, the four “P’s” of marketing are still very much applicable to today’s business environment: Product, Place, Price, and Promotion. In other words, what you sell, where or how you sell it, the pricing point(s) you sell it at, and how you get the word out to your […]

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Social Media & Marketing in the Winery

In today’s competitive marketplace, consumers have an astonishing number of wines to choose from. Social media helps make sure yours stands out from the crowd. Getting Started with Social Media Rebecca Ritz is the owner of Bauerhaus Design, an Illinois based branding and web design firm that specializes in serving wineries and other businesses providing luxury goods or services. She says a key element of creating an unforgettable brand is building strong relationships. Social media is a great way to form those relationships, since 1.59 billion people use Facebook each month and millions more are active on other social networking sites. “The more people feel like they know you, the owners, and the staff, the more likely they will be […]

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8 Tips to Help You Make the Most of Your Trade Show Experience

Trade shows let you see the latest winemaking equipment, meet with your fellow winemakers, and attend seminars to learn more about market trends that will affect the future of your business. However, attending a trade show for the first time can feel a bit overwhelming. To make attending your first trade show easier, we’ve interviewed several veteran attendees to provide a list of helpful tips for making the most of your experience. 1. Be Strategic When Deciding Which Shows to Attend With so many different trade shows scheduled throughout the year, deciding which events to attend can be a challenge. You’ll want to consider factors such as the cost of registration, associated travel expense, and perceived benefit of attendance before […]

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Napa Valley Wine is Not Produced in New York – Here’s Why

Imagine the following scenario: You’re spending time in New York City and enter a grocery store where you pick up a bottle of wine that boasts the eponymous “Napa Valley” American Viticultural Area (AVA). Upon arriving home, you open the bottle, enjoy a glass or two, and then something on the label pops out: “Produced and Bottled by [Winery Name], New York, NY.” But how can that be? you wonder. Napa Valley is in California, not New York. If you examine the label more closely, you may notice some additional language that is not present on most wines: “For Sale in New York Only.” What is the story behind what appears to be contradictory labeling? The legal loophole that currently […]

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Domestic Wine Consumption – What the Hard Numbers Are Telling Us

For many of us our first encounter with an adult beverage was probably in the form of beer. So it may seem strange to some that in the United States we consume more wine than do the inhabitants of any other nation on earth. And it’s been that way since 2010. In fact, U.S. wine consumption has been growing on an annual basis for more than two decades. And despite the excitement in other beverage alcohol areas—the growth of craft beer and craft spirits, the resurgence of bourbon, and the flavored whiskey phenomenon—our domestic romance with wine continued last year and is expected to remain on trend this year, too. Gains are, indeed, slowing. From a statistical perspective you could […]

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Custom Crush Success

Having been on both sides of custom crush not only as a winemaker for an outside winery customer but also as a winemaking client in another’s winery I feel especially adapted to help people and winery businesses with this endeavor. Making sure your grapes and wine get the excellent treatment they deserve is always the top consideration. You want to make excellent wine, without winemaking flaws, as a bottom line. Choosing Your Custom Crush Partner Make sure to choose a custom crush winemaking facility that is adapted to your size and style. If you care for the products that winery makes that is a key asset that you can hopefully build on but it is not a given your wines […]

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Planning for a Successful Event

Wineries use a multitude of technology and resources to nurture vineyards to maturity and craft fine wines to bottle. Neither viticulture nor viniculture is left to chance, and neither should winery events. A world class event can excite customers into a lifetime love affair with your wine. That is the goal after all, is it not? A live event may seem old-fashioned in today’s online world, but special events and promotions provide an avenue to build your brand, connect with customers and launch new products. All the technology in the world cannot replace the personal experience with you and your winery. But orchestrating a successful event requires far more than just sending an invitation. The Grapevine Magazine interviewed managers at […]

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ENGAGING WITH WRITERS BEFORE “THE ASK” (Part 1) What Do Writers Really Need and Want?

In this two-part series, I ask Jim Gullo what it’s like to be a professional writer, and to discuss the wine business from his perspective. Jim is a self described Author, Journalist, Wine Writer, Food Eater & Pastryologist. He tweets, he writes, he eats and he’s coming back for more. His work appears regularly in the Alaska Airlines Magazine, Horizon Airlines Magazine, Oregon Wine Press and other publications. Turning to books in recent years, Jim has most recently authored “Grouch Bag,” a children’s novel about finding the Marx Brothers; “Trading Manny,” how he and his son learned to love baseball; and “Fountain of Youth,” a bittersweet novel about coming to terms with loss. He has also written 100s of magazine […]

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