Wine Related Marketing

I like this article because even though it is on the shorter side, it discusses some very important points when it comes to marketing your winery, or any business for that matter, in tough economic times.  For wine growers especially, don't slash your prices, as wine is very much an 'image' product.  If you train your market to think you are cheap, then when the economy swings back, you will have already trained yor market to thing your wine is "cheap".  Anyway, this is a good article so read on for more on using some powerful marketing strategies for your winery.

We are all well aware of what it is logical to assume. The struggling economy has taken quite the toll on the wine industry. Start-ups and well established wineries both are feeling the heat. However, people are still purchasing wine by the gallons! So where is the problem?

It comes down to cost of quantity. Historically wine was judged by its complex tastes and aromas aged to perfection over the years. Naturally this would increase the price of the wine. But today wine has become more of a symbolic drink than a strive for perfect drink. What will people pay for a symbol to mark a special occasion? Well now it seems less than $10.00. Which is the common price of the vast majority of wine now sold to the 18 to 35 age market. (Taking into account data from countries outside the US.)

This generation still has their drive for wine. But they are very content on buying two bottles of $5.99 wine than a $15.00+ bottle of decent or unique types. So what can a struggling winery do to compete? Standard business practice would say to lower your prices to sub $10.00 range. However in the long term that will only negatively affect your business. People are bound to buy more expensive wine when the economy picks up and if your bottle was the "Meh, I bought that when I was poor" bottle, do not think they will grab that bottle when they have money again. It will remind them of worse times. It is much easier to lower the price than it is to raise it.

The best practice to take advantage of is to give more for the same price your wine is currently selling for. Try offering a "Two for One" special, adding a wine cork remover with your companies name on it, or a unique looking wine glass with each bottle sold. If you sell through a website try offering free shipping or a box of chocolates from your local chocolate store with the purchase. Anything you can do to keep your price similar to how they were but offer enticements that convince a to be customer that it is a good deal!

Slashing your prices is never a good idea. So think creatively and make your bottle more worthwhile and keep the price as high as you can afford to through these rough times.

If you want more advice or ideas on wine marketing in these tough times feel free to contact us.

For more information on wine marketing contact http://www.wellsmarketinggroup.com a Philadelphia based marketing company specializing in wine and liquors.