Page 66 - Grapevine Jan-Feb 2020

Marketing & Innovation

start. These metrics can all be found in the custom- posts and like and comment on them as your
er purchase history of your database. When vetting brand. They’ll be thrilled you care enough about
your data, don’t assume that your best customers their lives to get to know them.
are also wine club members. However, if they are
not, you may have a missed opportunity. Learn to run: Look at your campaigns and give
first dibs to your best buyers. Either offer them a
After identifying your most loyal customers be pre-order capability or maybe access to the pick-up
sure to nurture the relationship, they are your best part a half hour in advance. Realize that discounts
buyers for a reason. Knowing what they purchase, aren’t always what they’re after – they want a rela-
how often they purchase, and how much they tionship and time with you.
spend per order will help guide you on when to
reach out and with what offers. The true end result will look like taking your linear
annual campaign calendar and splintering it into
The communication and touches to these custom- multiple, smaller, targeted communications that
ers should be as a personal friend and offers should run simultaneously. It takes more work, but it’s
be presented as gifts. Offering a specially selected worth it.
“pre-sale” wine or early event access will build con-
tinued loyalty. Susan DeMatei is the President and Scott Moss is
the Director of Operations of WineGlass Marketing,
Start Crawling: A handwritten note of thanks for a full-service direct marketing firm working within
attending an event or a customer referral is an easy the wine industry in Napa, California. www.wine-
way to start and goes a long way to keep your best glassmarketing.com
customers.

Learn to walk: Identify your top customers and
find them on social media. Set up alerts for their

Winemakers & Brewers Collaborate

on Hopped Up Wines and Sour Beer

By: Robin Dohrn-Simpson
I s it a beer? Is it a wine? Is wine that has adventure. A wine with lager tasting notes and vice

versa definitely caught the attention of wine and
been steeped with hops considered wine? Is
wort blended with lactic-bacteria-fermented
Pinot Gris and fermented with Saccharomyces beer fans. It’s a cool concept, and our consumers
embraced it favorably.”
and Brettanomyces still considered beer? Don’t
most winemakers do everything possible to avoid Charlie and Echo Winery
Brettanomyces? Maybe not anymore. The new
sensation in town is cross collaborations between Charlie and Echo Winery rests in San Diego’s
vintners and brewmasters. They’re experimenting Miralani Makers’ District. The makers in this district
with dry-hopping wines, wet-hopping wines or fer- produce beer, wine, cider, mead, sake and spirits.
menting beers on a variety of grapes. Once every month they host a walkabout where
people meander from business to business tast-
Winemakers and brewers, as well as their cus- ing the different themed drinks of the particular
tomers, enjoy these collaborations. Christine Park month.
of Murphy Goode Winery in Sonoma said, “It’s an

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