Archive: Marketing

KEEPING THE “RELATIONSHIP” IN THE CENTER OF YOUR CUSTOMER RELATIONSHIP MARKETING STRATEGY

If you work in IT or operations you might think of the software that holds your company’s sales data. If you’re in the marketing department you might think of the reports you can (or can’t) pull from an interface. If you work in hospitality, you probably think of the annoying cash register or computer screen that forces you to input data before you can end a transaction. The truth is CRM is many things throughout the customer live-cycle, and is always evolving. Customer Relationship Management is an approach to understanding your customer by habitually and methodically capturing preferences and details about them at various touch points with the goal of improving service and sales. But, too often, we focus on […]

Read Full Article

Foley Family Wines Impressed by Thermaculture™ Trial Results

Results showed better yields, less pesticide use and better wine quality  Dateline: February 14, 2017. Napa, CA – Up in Napa and Sonoma counties, Mark Seifert of Foley Family Wines saw what he considered “amazing results” from Thermaculture trials conducted at two operations, Sebastiani and Foley Johnson in Rutherford. Seifert, who manages 8 vineyards for Foley Family Wines stated “We couldn’t be happier with the results we saw. Not only did we get higher fruit set and yields on our Pinot Noir, Chardonnay and Cabernet Sauvignon, but we cut our pest control costs significantly from what was normally used in our vineyards. Finding sustainable solutions like Thermaculture is very important to our mission at Foley.” Al Wagner, Vice President of Vineyards at Foley Family Wines also shares […]

Read Full Article

The Deep Mess Currently Engulfing Canadian Wine Industry and How to Solve It

The Canadian wine industry is indeed growing. As of 2016, the industry had an annual economic impact of more than $ 1.5 billion, whereas only a decade ago (2006) the industry injected only $800 million into the GDP. That is almost 50 percent growth in revenue. The employment potential of the industry also rose from approximately 20,000 to roughly 30,000 in the same period, creating more than 10,000 job openings for Canadians, remarkable in these days when industries are shrinking their workforces. With a revenue of more than one $1 billion and an employee base of more than 30,000, the Canadian wine industry deserves the title “vibrant.” Stakeholders in the industry are entitled to a toast for the job well […]

Read Full Article

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 […]

Read Full Article

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 […]

Read Full Article

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 […]

Read Full Article

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 […]

Read Full Article

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 […]

Read Full Article

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 […]

Read Full Article

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 […]

Read Full Article