Archive for the ‘Wine Marketing Rules’ Category

Apr 1, 2015

Buying Into The Millennial Wine Buyer

A couple of weeks ago I sat on a panel in Saint Helena that explored the Millennial wine buyer. The primary question was how do you reach this growing demographic? My response to the primarily Napa Valley and Sonoma County winery representatives in the room was this: Beware: Millennials are not buying expensive wines. And if you are selling $50+ bottles of wine and selling out every year and if your buyers are made up primarily of Baby Boomers and…

Mar 5, 2015

Booze Wholesalers and The Stupidity of My Species

“UNDER SIEGE: DON’T LET A GOOD SYSTEM SINK” No, really, let’s let that system sink…all the way to the bottom of the archaic well from which it first emerged. That system in question is the “Three Tier System” and as you might imagine it’s wholesalers/distributors who are pleading for its continuation. In the case of the headline above, the plea comes from the NBWA: National Boxcarriers and Whiners of America….Wait…I got that wrong. I meant the National Beer Wholesalers of…

Aug 21, 2014

The Rise of “Natural” in Wine Marketing

Back in 2008, a study by Minitel found that “All Natural” was the second most frequently used claim on new American food products. A more recent study found that the term “100 Percent Natural” was consumers most popular claim to read on a food label. Marketers have figured out that “Natural” sells. They’ve also figured it out in the wine industry The above chart was created using ShipCompliant’s LabelVision tool that allows a comprehensive search of federally approved wine labels…

Aug 5, 2014

The Romance of Terroir is Most Important…Not the Truth

A recent article in Spirits Business concerning the trend among Vodka producers to sell their drink based on provenance (where it came from) should remind the wine trade of something important to their own marketing efforts: The importance of the concept of “terroir” is not in the connection between the taste of wine and its terroir, but in the imagery, romance and meaning of place to the consumer. In the Spirits Business article, Claire Smith, head of spirit creation at…

Jun 17, 2014

No Wine, But Lots of Swill in This Study

A new study out of Boston University and Johns Hopkins University identifies the brands of alcohol 13-20 year olds reach for when they binge drink. Courtesy of the Washington Post report is this graphic: Who noticed what I noticed.…? Exactly. Underage drinkers have no use for wine, only beer and spirits. In the early days of the direct shipping battles, opponents of direct shipping often claimed that minors would use the Internet to obtain wine for their weekend parties. It’s…