In the increasingly competitive world of wine, producers are continually seeking new ways to expand their awareness with media, trade and consumers. One of the most effective strategies that wineries can use to broaden their presence is through partnerships with other wineries that have a common thread. Through collaboration, wineries can leverage new opportunities, strengthen their offer and build a better rapport with journalists who constantly try to stay impartial.
Media Roundtables
Whether virtual or in-person, intimate roundtables with top tier media is a really good way to connect with writers and get your wine in front of the right people. Less is more is the motto. While filling a room with 300 people might seem productive, it often isn’t since organizers end up inviting random people who will not bolster your brand (an Instagram story of your wine label does not move the needle).
An effective way to sweeten your offer to journalists and trade is to partner with another winery that shares a common thread with you. For example, you could organize a seminar on U.S. domestic Petit Manseng and partner with wineries across the U.S. who produce this grape at the same or better quality level than you. This engages writers because they will get to taste a few versions of the grape from different producers, and when they publish their piece, each winery will be included. While this does not result in a solo feature of your brand, it creates an engaging story that helps consumers and trade understand the category as a whole through the lens of your winery. Journalists (at least the best ones) also love to stay impartial and by partnering with several wineries, it helps them convince their editors to approved the story.
These events are integral to building a winery’s reputation and attracting new customers. Partnering with another winery for a joint tasting event offers an excellent opportunity to showcase each other’s products to a wider audience. Such collaborations can also involve local festivals, wine fairs, or even private events where wineries share a booth or organize a group tasting.
One of the big reasons Argentina was able to grow so quickly in quality and recognition over the course of 20 years (whereas places like Burgundy took hundreds) was through collaboration. Sure, there’s competition between the wineries in terms of sales and route to market, but the energy within the domestic industry is one of sharing technology, space in the media market and discussions on how to advance the region in global markets. Roundtable discussions in the U.S. market with a panel of Argentinean producers was one of the big ways they were able to do that.
Partnerships could also take the form of press trips. It helps reduce cost and bring people to your vineyards. For example, you could have two wineries in Virginia band together and organize a trip and split the work. First, find the common thread between both producers and conduct outreach to get media and/or sommeliers to the wineries and develop an engaging itinerary. It is intriguing for media to have the ability to learn from two or more producers and come back to their table with a story to tell.
Other strategic partnerships don’t have to include partnering with a wine producer. For example, in 2024 the McBride Sisters Collection partnering with Colgate Optic White in a very successful campaign. For $50, the Central California and New Zealand producer sold their red blend with Optic White Overnight Whitening Pens. It was a smart way to promote the wine but also touch upon a big worry for some people: wine stained teeth! This gets to a new audience without the high costs typically associated with traditional advertising.
Similarly, wineries can collaborate with local hotels, resorts, or tourism companies to offer package deals, such as weekend stays that include winery tours and tastings. These partnerships expose the wineries to tourists and out-of-town visitors who may not have otherwise been aware of them. By associating their brand with other quality local businesses, wineries can increase their credibility and attract customers who are already engaged with other aspects of the local economy.
Conclusion
In an industry that relies heavily on brand recognition and customer loyalty, winery partnerships can be an effective way to expand reach, enhance brand awareness, and drive growth with editors. Whether through co-branding initiatives, collaborative events, distribution deals, or digital campaigns, the opportunities for wineries to work together are plentiful and can result in significant benefits for all parties involved. By forming partnerships with other wineries, wineries not only increase their exposure but also contribute to a broader sense of community within the wine industry, which ultimately benefits everyone from the producer to the consumer.
