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“The wine industry has been obfuscated by their data sources given the traditional three tier distribution system,” says Mabray. “Consumer behavior and the foundation of how consumers buy is not apparent to wineries, so we (Emetry) come in as kind of data miners, gather wells of data, clean them up, and put them in a data lake.”
Holiday wine sales, already? Seasonal shopping began in October this year, with nearly half of all holiday purchases predicted to occur on mobile. With over 3,600 wineries in California alone, standing out from the pack to promote your wines and tasting experiences as the perfect gift option can seem like a marathon, not a sprint.
“Data doesn’t always tell the truth,” said Paul Mabray, CEO of Emetry in his opening remarks of the Wine Industry Data Summit, setting the tone for an inspirational series of talks about the challenges and opportunities the wine industry faces for using data to better understand and engage wine consumers in an effective and purposeful way.
As a consumer, shopping for wine can be overwhelming. The aisles are full of wine bottles, each with a different label, color scheme, bottle shape, region, varietal, price point, and more. Your eyes scan the bottles and pause on one and then another.
Eric Guerra is a man who understands that luxury brands must be marketed as such and has built his career in the wine industry by being one of the best at doing just that. When done right, the brand value becomes a constant, a given. There is little discussion of price; the wine is simply worth price you pay to buy it.
There’s a perception that we frequently encounter—many wineries expect their eCommerce and online storefront to perfectly mimic the design and structure of their brand’s website. This expectation means that wineries spend a lot of time, effort, and money customizing their eCommerce platform.
Establishing an American Viticultural Area, or AVA, is a slog. The effort it takes to gain recognition for a bit of the earth that allows grapes to grow with a distinction that should warrant a “stamp” that screams quality, uniqueness and, yes, a higher price tag takes time, money, paperwork and then more time.
Just a two-year-old in the wine industry, Astra Digital Marketing Services is redefining direct-to-consumer (DTC) marketing and pushing wineries of all sizes to think...
For small and large wineries alike, entering wines in a competition is a tried and true marketing tool. Get a medal, push out an email to your direct-to-consumer base telling them about the award, and give the info to your sales reps, and let them sell the product with its new, improved standing.
by Alan Goldfarb I’ve had an intimate relationship with radio since I was a kid listening in Brooklyn to the the din of Vin Scully’s...
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