Archive: Marketing

Report Reveals New Taste Trends in Canada

Change may tend to move slowly in the wine world, but new research published this year on Canadian wine trends reveal some important shifts in consumer tastes and spending habits. According to the London, UK-based Wine Intelligence 2019 Canada Landscapes report, Cana-dians are drinking less but spending more and branching out to explore new tastes and varie-ties from a wider range of wine growing regions. There’s also increasing crossover between the wine and beer worlds. A growing number of wine drinkers now also report that they choose beer at least occasionally. Craft beer culture, specifically the sense of strongly identifying with locally produced brands, also seems to be influencing consumer attitudes towards wine, with more Canadians now seeking out high-quality […]

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Five Areas to Focus on When Maintaining Your Website

Maintenance is an important and often overlooked part of having a website. Which is odd because you spend a great amount of effort on maintaining other aspects of your life and business. You go to the gym and the doctor to maintain your health; you repair and clean your house, your car, and your yard; at work, your tasting room, Wine Club, and your wine education or tasting senses are all given careful attention to make sure they are kept in shape. Why, then, do we expect to set up our website and then let it sit? Websites need to be maintained, too. Your website is your front door to the entire world. Will customers or the trade find broken […]

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Is Your Facility Ready to Host Events?

As the spring season brings new life to the vineyards and offers opportunities of growth, so too are winery owners looking for new growth in their operations with increased sales.  Having a great experience at a winery results in improved customer loyalty, increased publicity and more sales. One way to maximize your public exposure is by hosting events.   The activities can be small and simple such as an acoustic guitar on the back patio or larger concert exposures.   Events can include wine club dinners, fund raisers, vendor shows or weddings. In planning for the events that will best suit your operations and facility, several key elements should be reviewed to help minimize losses and protect your assets.  Understanding your target […]

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Email: The Biggest Tool in Your Digital Marketing Toolbox

  It is 2019. We shouldn’t be having the conversation about whether you should email or not. If you feel you are bothering your customers, then the problem is with your content, not the delivery vehicle. Email is not dead, in fact it’s as relevant as ever. The accompanying infographic to this article contains what we found to be the most diagnostic recent statistics, including the facts that over three quarters of us prefer emails and the sweet spot seems to be around an email every other week. The conversation now should be about how our customers want to read emails, how they consume the content, and how emails should be integrated into our communication channel with our customers. Typical […]

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Embracing Marketing Automation in the World of Amazon

  Amazon has changed the way we look at eCommerce. They arguably pioneered consumer ratings, suggested products, retargeting ads, and many of the online marketing tools we now take for granted.   All of these can be bucketed under the category of marketing automation. While that sounds scary, it really boils down to “getting the right message to the right person at the right time” because it removes some of the guesswork and human error out of our marketing communications.  Marketing automation is the hot trend of the business market. According to a December 2018 study by VentureBeat – 75% of companies are more likely to be purchasers of marketing automation software over this year. What is Marketing Automation? Technology: It […]

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What Wineries Should Know About Labels, Printing, and Bottle Engraving

In the wine industry, a label is much more than a sticker on the bottle identifying the brand. Rather, a label is an opportunity to tell consumers about your winery, the intricacies of a particular type of wine, and to highlight its character and quality. That is why it’s so important to put as much time and thought into what’s on the outside of the bottle as what’s inside. The Importance & Basics of Wine Labels The importance of effective label printing is to differentiate your product from other wines and help it stand out in the competitive market. Labels provide valuable information to consumers about the winery’s location, tasting notes and alcohol content. In the U.S., labels must also […]

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Winery Retail Marketing Will Finally Come of Age in 2019

Spoiler alert: nothing I talk about in these predictions is groundbreaking, or new technology or techniques for marketing. These are tactics that the digital eCommerce world has been using and perfecting for quite some time. We hear about these strategies at conferences, and experience them with other brands we interact with…but we don’t take those practices to work with us when we market our wine. We are a slow industry to adopt new trends. Why is that? Margins are Low Margins are low across the board for wine – albeit better in Direct To Consumer (DTC) channels versus wholesale – but the hospitality cost that is carried on the DTC side balances the scales. Management, at any company, is going […]

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Three Biggest Challenges Facing Small Wineries Today?

I think the real story in the Willamette Valley (and other small regions nationally) is that 75% of wineries produce fewer than 5,000 cases annually. It’s micro-production by any measure. They have survived because of so-called “Premiumization” and the recent fascination with their AVAs. What will happen when the next economic downturn occurs, as the distribution consolidation continues, and/or as vineyard and winery acquisitions accelerate (which they are doing now)? Are there business parallels between what is happening in Willamette Valley and other wine producing regions in the United States; and what about other burgeoning industries such as craft beer or high tech? Is large destined to win? How will small craft producers survive and thrive in the long run? […]

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Wine Label Branding: Stay True to Yourself

Imagine you’re a customer in a wine store, searching for your next bottle of wine. What would attract you beyond the style? Does a label displaying Jesus on the cross or an elderly Frenchman with a bulbous nose and colorful beret intrigue you enough to buy? Often, the consumer is casually browsing for something that catches their eye. Maybe they just traveled to a particular region of the world, drawing them to wine from that area. Perhaps a wine label triggered a pleasant holiday memory. Possibly it’s the color of the label that attracts them. Regardless, it takes about four seconds to make that first impression. Wine branding strategy has reached a point where marketing and merchandising play as important […]

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A Winery Roadmap for Data Capture

If you’re trying to sell your wines through direct channels, your customer database is the most valuable tool in your marketing arsenal. Most wineries understand the importance of a database, but few have a documented list for which consumer data points should be collected, and why. In any given business, different departments have different needs and will require certain customer data points. These needs can often be in conflict. It is common, for example, for senior management, marketing, accounting, and tasting room staffs to all prioritize different aspects of data collection. Without a list that is agreed upon by all departments of what customer data should be captured by whom and in what manner, consistent data capture simply won’t take […]

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