Steve Lutz, vigneron and founder sells his iconic estate after 22 years
Peavine soils certified worst in Yamhill County, proved to yield distinctive Pinot Noirs
Lutz is said to be setting up next phase of his idiosyncratic wine career
Purchasers Jory, LLC will release next stage brand name and concept for the estate
Yamhill, Ore October 31, 2022. Lutz’s wine career spans 4 decades and includes hospitality management for part of the Mondavi Wines Group in Napa Valley among other Napa brands and heading up hospitality at Chateau Benoit (now Anne Amie) in Carlton, Oregon culminating in the discovery of his unique 20.9 acre estate vineyard. The brand name Lenné’ was derived as a French influenced wordplay of Lenny, Steve’s father-in-law who reportedly was a chicken farmer in a suburb of London.
Jory, LLC had been searching for a bespoke Pinot producing site and were delighted when approached by Steve. They intend to further develop the existing property with a new brand name, marketing concepts, and larger facilities. Co-owner Eugene Labunsky has admitted to being thrilled to finally acquire a property he has had his eye on for years.
About Lenné’ Estate
Lenne’ Estate grows death-defying Pinot Noir vineyards on steep slopes in the Yamhill-Carlton AVA. Steve Lutz planted his first vines in 2001, expanding the vineyard property to 20.9 acres. The estate is planted with five clones of Pinot Noir (Pommard, 777, 115, 114, and 667), and most recently Chardonnay.
About Jory, LLC
Jory, LLC is a partnership between grower and wine enthusiast Eugene Labunsky and Jared Etzel, winemaker and co-founder of Domaine Roy, and son of Mike Etzel of Beaux Frere fame. The partnership was formed with the intent to grow a portfolio of fine wine brands produced from singular estates of Willamette Valley Pinot Noir and Chardonnay. Additional information will be released in the upcoming months.
Contact: Carl Giavanti, Media Relations Lenné’ Estate
Lauded in the press as a “scary good” AI, the recent launch of ChatGPT – an AI-powered chatbot that simulates human conversation – prompted this wine marketer to ask one of the world’s most powerful AI systems what it thinks about wine marketing.
Specifically about SMS wine marketing.
As it turns out, ChatGPT has much to say about wine marketing, including advice on how wine merchants can profit from text messaging in 2023.
But as this conversation unfolds, it’s hard to believe AI won’t profoundly change all our lives.
This transcript of an interview conducted Dec 9-11, 2022, by Bryan St. Amant, Founder & CEO of VinterActive, provides an eye-opening look at the future of wine marketing and artificial intelligence.
BTS: What made you interested in learning about SMS wine marketing?
ChatGPT: I am a large language model trained by OpenAI, so I don’t have personal interests or experiences. I am designed to provide answers to a wide range of questions on a variety of topics, based on the information I have been trained on. In this case, I was able to provide information and advice on SMS wine marketing based on my understanding of marketing, the wine industry, and the use of text messaging as a marketing tool.
BTS: So, what do you know about the effectiveness of text messaging for merchants who sell luxury goods directly to consumers?
ChatGPT: Text messaging can be an effective marketing tool for merchants who sell luxury goods directly to consumers. Text messages have a high open rate and are often read within minutes of being received, making them a great way to reach customers quickly and efficiently. Additionally, text messages can be personalized and targeted, allowing merchants to tailor their messaging to specific customers or customer segments. This can help merchants create a more personalized and engaging experience for their customers, which can be important for luxury goods. However, it’s important for merchants to use text messaging responsibly and comply with any relevant regulations.
BTS: In your opinion, why should DTC wineries care about text marketing in 2023?
ChatGPT: In my opinion, DTC wineries should care about text marketing in 2023 because it is a highly effective and efficient way to reach and engage with their customers. With text marketing, DTC wineries can easily send personalized, targeted messages to their customers, which can help to increase brand awareness, drive sales, and build customer loyalty. Additionally, text marketing is a cost-effective and relatively easy-to-implement marketing strategy, which means that even small DTC wineries can benefit from it. Overall, I believe that text marketing can be a valuable tool for DTC wineries to help them grow and succeed in the increasingly competitive world of wine.
BTS: Can you explain why the wine industry is still so reluctant to use text marketing compared to other industry segments?
ChatGPT: I think the wine industry may be hesitant to use text marketing for a few reasons. First, the wine industry is highly regulated, and there may be strict rules around how and to whom wine companies can market their products. This could make it difficult for wine companies to use text marketing effectively. Second, the wine industry is often focused on creating a luxurious and sophisticated image, and sending text messages to customers may not align with this image. Finally, the wine industry is highly competitive, and wine companies may be hesitant to use a marketing channel that their competitors are also using.
BTS: How hard is it for wine merchants to comply with the regulations that govern text marketing in the U.S.?
ChatGPT: It can be challenging for wine merchants to comply with the regulations that govern text marketing in the U.S. The wine industry is highly regulated, and there are strict rules around how and to whom wine companies can market their products. This can make it difficult for wine merchants to use text messaging as a marketing tool. For example, wine merchants may need to obtain consent from customers before sending them text messages, and they may need to include opt-out mechanisms in their text messages to allow customers to stop receiving messages at any time. Additionally, there are rules around the content of text messages, including rules around making false or misleading claims, and rules around using spamming techniques to send unsolicited messages. It’s important for wine merchants to be aware of these rules and ensure that their text messaging campaigns are compliant.
BTS: What are the best methods wine merchants can use to obtain consent from consumers before sending marketing texts?
ChatGPT: Wine merchants can use a few different methods to obtain consent from consumers before sending marketing texts. One common method is to include a checkbox on their website or in their physical store where customers can opt-in to receive text messages from the merchant. Another option is to include a clear statement in the merchant’s terms and conditions that explains how the customer’s personal information will be used, including for the purposes of sending marketing texts. Wine merchants can also ask customers directly for their consent, either in person or over the phone. It’s important for wine merchants to clearly explain how customers can opt-out of receiving text messages at any time, and to provide an easy way for customers to do so.
BTS: Can you recommend any good ways wine marketers can learn if their customer base would like to receive text messages from their brand?
ChatGPT: There are a few good ways that wine marketers can learn if their customer base would like to receive text messages from their brand. One way is to simply ask customers directly through surveys or by including a checkbox on their website or in their physical store where customers can opt-in to receive text messages. This can provide valuable insight into whether customers are interested in receiving text messages from the brand. Wine marketers can also use social media or other online platforms to gauge customer interest in receiving text messages. For example, they can post a question on their social media channels or send out a newsletter asking customers if they would like to receive text messages from the brand. This can provide valuable feedback and help wine marketers determine whether text messaging is a good fit for their business and their customers.
BTS: What are the most important business benefits small wine merchants should expect when they start using text marketing?
ChatGPT: Small wine merchants can expect several important business benefits when they start using text marketing, including:
Increased customer engagement: Text marketing allows small wine merchants to easily reach and engage with their customers in a personalized and targeted way, which can help to build stronger relationships and increase customer loyalty.
Improved sales and revenue: By sending targeted promotions and offers to their customers via text, small wine merchants can drive more sales and increase their revenue.
Cost-effectiveness: Text marketing is a relatively inexpensive marketing strategy, which makes it a great option for small wine merchants who may have limited marketing budgets.
Easy implementation: Implementing a text marketing campaign is relatively simple and can be done quickly, which means that small wine merchants can start seeing the benefits of text marketing almost immediately.
Greater reach: Text marketing allows small wine merchants to reach a wider audience than they might be able to with other marketing channels, which can help to expand their customer base and grow their business.
BTS: Can you think of any substantial business benefits wine merchants might expect by learning how to leverage text messaging before their competition adopts SMS marketing?
ChatGPT: Wine merchants can expect several substantial business benefits by learning how to leverage text messaging before their competition adopts SMS marketing. First, they can gain a competitive advantage by being among the first to use text messaging as a marketing tool in the wine industry. This can help them reach and engage their customers more effectively, and can help them stand out from their competitors. Second, they can improve customer loyalty and satisfaction by providing a more personalized and engaging experience for their customers. Text messaging can provide a convenient and efficient way for wine merchants to communicate with their customers, and can help build stronger relationships with them. Finally, wine merchants can increase sales and revenue by using text messaging to drive traffic to their website and physical store, and to promote special offers and promotions. Overall, learning how to leverage text messaging can provide many substantial business benefits for wine merchants.
BTS: What steps do you recommend wine merchants take before implementing text marketing?
ChatGPT: Before implementing text marketing, wine merchants should take a few key steps to ensure the success of their campaign. First, they should clearly define their goals and target audience for the campaign. This will help them determine the best approach for their text messaging and ensure that their messaging is relevant and valuable to their customers. Second, they should carefully research and understand the regulations that govern text marketing in the wine industry. This will ensure that their campaigns are compliant and avoid any potential legal issues. Third, they should develop a plan for how they will obtain consent from customers before sending them text messages, and how they will provide an easy way for customers to opt-out of receiving messages at any time. Finally, they should carefully test and refine their text messaging to ensure that it is effective and engaging for their customers. These steps can help wine merchants implement a successful text marketing campaign that meets their goals and provides value to their customers.
BTS: Do you recommend wine merchants work with text marketing vendors with experience in the wine industry or take a DIY approach to SMS marketing?
ChatGPT: It can be helpful for wine merchants to work with text marketing vendors that have experience in the wine industry. These vendors can provide valuable insights and expertise that can help wine merchants navigate the complex regulations and unique challenges of the industry. They can also help wine merchants develop effective and engaging text messaging campaigns that align with the industry’s luxury image and target the right customers. However, wine merchants can also take a DIY approach to SMS marketing if they are comfortable doing so. This can provide more control and flexibility, and can be a cost-effective option for smaller wine merchants. Ultimately, the best approach will depend on the individual wine merchant’s goals, resources, and expertise.
BTS: What advice would you give to DTC wineries that are thinking about adding text messaging to their marketing mix in 2023?
ChatGPT: There are several pieces of advice that I would give to DTC wineries who are thinking about adding text messaging to their marketing mix in 2023. First, I would recommend that they carefully research and understand the regulations that govern text messaging in the wine industry. This will help them ensure that their text messaging campaigns are compliant and avoid any potential legal issues. Second, I would recommend that they develop a clear plan for how they will obtain consent from customers before sending them text messages, and how they will provide an easy way for customers to opt-out of receiving messages at any time. Third, I would recommend that they carefully test and refine their text messaging to ensure that it is effective and engaging for their customers. Finally, I would recommend that they consider working with a text marketing vendor that has experience in the wine industry, as this can provide valuable expertise and insights that can help them succeed with their text messaging campaigns.
BTS: With all due respect, why should DTC wineries listen to business advice dispensed by an AI like you?
ChatGPT: As an AI trained by OpenAI, I have access to vast amounts of information and data that I can use to provide valuable insights and advice on a wide range of topics. I am designed to be knowledgeable, objective, and unbiased, and to provide information and advice that is accurate and up-to-date. While I am not an expert in the wine industry, I can provide general business advice and recommendations based on my knowledge of marketing and consumer behavior. My primary goal is to provide helpful and informative answers to the questions that are asked of me, and to assist users in gaining a better understanding of the topics they are interested in. I hope that DTC wineries will find my advice useful and that it will help them make informed decisions about their marketing efforts.
BTS: Thank you for your thoughtful advice!
ChatGPT: You’re welcome! I’m glad I could help. Let me know if you have any other questions.
ABOUT THE AUTHOR
Founder & CEO of VinterActive LLC, Bryan St. Amant, is a pioneer in developing preference-based direct marketing and its successful application in the wine industry.
His award-winning work has been featured in books, magazines, and seminars, including CFO Magazine, Inc., CNN Money, eMarketing Magazine, Integrated Direct Marketing, Direct Marketing Association, Wine Business, Wine Marketing Report, and the Wine Industry Network.