Wine Related Marketing

With sales that are sluggish in a slow economy, things that aren't necessities such as wine tend to be one of the first things that are dropped by consumers.  As a result, wineries all over the country are feeling a slump in sales.  During this time, wineries have been taking a beating in theri sales.  So is there a way to rise above the economy and increase wine sales depite the economic climate?    One leg of this solution is to put more money into the internet.  There are more people online who are searching for wine, so  if your winery isn't there, you could be missing out on alot.  Read on for more!

If you are a small winery, where should you be spending your money?

Spend your marketing and promotion money on the 3 Keys of Direct To Consumer Wine Sales Success.

1. Tasting Room -
2. Website -
3. Tasting Events -

Yes, there are a ton of other elements that are important, but these 3 are key.

Let me describe why.

Wine vintages change from year to year, bottles look the same and even most wine looks the same in the bottle. You can make a case for labels but people have to see them first.

So I think anything that gets you, your message and your wine in front of people is a big deal. 

If you are fortunate to have a tasting room - some wineries don't - this is an incredible opportunity to get your special message across to visitors on why you are different, why your wines are different and what makes you special. Remember, you aren't just selling wine, you are selling sizzle. You are selling the experience and your tasting room has to capture, record and pass that along to your visitors. When they visit your tasting room they need to be welcomed, coddled, made to feel special and involved in participating in the wine country experience (where ever your wine country is). If you do this well, they will leave with wine and tell their friends. If you screw this up or are indifferent, arrogant, snobbish, they won't buy wine and will also tell their friends not to bother going to see you. 

Why do I assign this much importance to your Website? Simple, more and more people search and evaluate products online. From Baby Boomers through Gen Y buyers, you need to offer a smooth Web experience and flawless buying experience. You don't need fancy FLASH pictures, you need solid content that shows your personality and articulates what makes you different than the pack. If someone wants to buy online, it has to be easy and smooth. 

Every month or so, you need to buy a bottle of your own wine online just to see how the process works. Example, I went to a Website to buy a bottle of wine that was suggested to me. I selected the wine (okay), then I went to enter my credit card details and the site wouldn't accept my 2012 card expiration date. It wouldn't go higher than 2010. So, I didn't buy their wine. 

What isn't working on your site?

Tasting events are key to developing new customers, new visitors, getting your brand out and exposing more people to your wine. And it isn't just about pouring wine, remember, you are there with a ton of other wine makers, so what separates you from everyone else? 

This is all about creating an experience that is positive and memorable. Again, it is all about selling the sizzle with style and personality. Beyond the tasting itself, develop ways to capture your visitors contact information. Have a registration book, have a sweepstakes drawing for wine, hand out discount coupons when they register that give a discount if they visit your tasting room. 

Figure out ways for them to taste your wine, make it easy to buy from you and make it positively memorable so they will share with friends. These three keys are so important, that's why I call them the 3 Keys of Direct To Consumer Wine Sales.

Steven Sands -
Wine Marketing Center
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