Archive: Marketing

Why Data Matters

    Imagine you are on the marketing team for a direct-to-consumer (DTC) winery, dutifully sending out emails to your newsletter lists and club members, updating posts across social media channels, maybe even sending print notices through the mail. And yet, there does not appear to be any increase in sales conversions or an uptick in club sign-ups. Perhaps there is even a sense of things going into decline. But no one can say why or understand what is contributing to the stagnation. This confusion is often the case when a new client comes to us, and asks for help. Our response usually starts with, “What does your data show?” To which we often receive a slightly blank or confused […]

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Exploring the Benefits of Custom Crush

Traditionally, aspiring winemakers needed to either purchase an existing winery and vineyard or invest substantial funds in starting from scratch. Custom crush lets you fulfill your dream of making wine without owning the necessary production equipment. It also allows you to preserve your start-up capital and focus your attention on marketing and promoting your brand. You provide the grapes and winemaking protocols, but the actual crush, fermentation, and bottling are outsourced. To help guide winemakers who are looking into the option of custom crush, The Grapevine Magazine spoke with five companies currently offering these services—including wineries that use custom crush as an additional income stream, and those that operate custom crush as their sole business. Rack & Riddle Based in […]

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What Wineries Need to Know about Refrigeration and Chillers

Wineries use refrigeration and chiller units for a wide variety of purposes, so it’s important to understand the types of products that get the job done right. Temperature is an incredibly important factor in wine-making, and interestingly, cooling units make up the bulk of energy consumption and costs in wineries. For new wineries or wineries looking to update out-of-date, energy deficient systems, when deciding what refrigeration or chiller unit is the right fit, vintners must familiarize themselves with the many aspects of these essential systems. Purpose and Types of Refrigeration in Wineries Cooled wine storage dates back centuries to underground caves in Europe. Certain caves provided ideal and consistent temperature conditions, allowing wine to age at an optimal rate. Few […]

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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 […]

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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 […]

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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 […]

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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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