All your insights from analysing your customers, competitors and your company need to be put into an action plan – the Wine Marketing Plan
7. The Wine Marketing Mix – Product, Price, Place, People, Promotion – The 5Ps
June 27, 2011 By 1 Comment
A customer’s image of a wine brand is prompted by some key drivers (the 5Ps or the marketing mix). Together they form a good basis for writing your marketing plan.
6. Creating, Describing and Defining your Premium Wine Brand
June 21, 2011 By 1 Comment
Communicate to wine drinkers in ways that are important to them as wine drinkers make brand decisions based off superficial criteria as well as the smell and taste of premium wine.
5. Choose your Wine Niche
June 15, 2011 By 1 Comment
Choosing a wine niche is the way for a small vineyard or winery to be financially successful. A niche which you market consistently well to, and has no strong competitors is the ideal.
4. Telling your Wine Business, Vineyard or Winery Story
June 3, 2011 By Leave a Comment
What wine business story will appeal to your target consumers? If you’ve analyzed your customers and wine industry competitors, look internally to your company strengths. What stories can you tell that will appeal to one of these segments? Who are you most comfortable with marketing too?
3. Overwhelmed by Wine Industry Competitors?
June 2, 2011 By 1 Comment
Is your great wine being overwhelmed by stronger wine industry brands perhaps with a more comprehensive wine marketing programme? Most wine industry competitors are doing what everyone else does – they are trying to copy success. They’ve looked at what others are doing and may have also chosen a less sophisticated form of analyzing niches – e.g. women, Napa Valley, cool climate Pinot Noir. Indeed they will probably be doing no marketing at all (Wine Business Monthly 2006, of the 9300 wineries in the US fewer than 10 percent have clear marketing strategies). This post outlines how to (re)position your brand.
2. Customer Wine Research, Insights into Premium Wine Consumers
May 31, 2011 By 3 Comments
Wine Research tells us that great wine product is a start but not enough. It needs to appeal to customers in other non sensory ways, including some not well known. I present a wine market model with three segments most interested in premium wine.
Wine Marketing: Different Wine Consumers (4)
January 23, 2010 By 5 Comments
I stumbled across this 18-month study commissioned by Constellation Wines US on Wine and Vines. Ties in nicely with the other studies I’ve seen in the wine and alcohol beverages industry. Key points for a local wine retailer are: Traditionalists – Shop at retail locations that make it easy to find favorite brands…
Wine Internet Marketing: WSJ.com on Great Wine Stores
December 27, 2009 By Leave a Comment
A few weeks back I wrote posts on possible points of difference and potential opportunities for a local wine retailer. The WSJ wine writers* also have an interesting view on this and have written a Wall Street Journal review of ‘wine stores with shtick’.
