Archive for the ‘Wine Marketing Rules’ Category

Nov 2, 2016

Wine, Price, Value and Feeeeelings

I was told today that the wines of one my Wark Communications winery clients was “overpriced”.  The person who told me this was wrong. It’s not that the wine was overpriced. It was that the wine cost more than they were willing to pay. I want to explain this. A wine is priced correctly when the seller of the wine can find enough buyers at the stated price to sell out the inventory before the next vintage of the same…

Feb 9, 2016

Yes, Wine Industry…Mommies Will Switch From Wine to Dope

“The question for the wine industry is whether marijuana consumption could replace any portion of wine (alcohol) consumption. This isn’t the right question. The right question is: what portion of wine consumption will marijuana consumption replace? The first question was apparently the topic of conversation at a session during the recent Unified Symposium that dwelt on “historic and emerging disruptions to the wine industry.” I’m absolutely convinced that the coming state-by-state legalization of marijuana will replace some wine consumption. How…

Jun 29, 2015

What’s Wrong With “Craft Wine”

What’s the best label to use to describe a small, hands-on, privately owned, high-quality oriented winery? It’s interesting, what with the explosion in interest in “craft beer” over the past two decades, that the wine industry has not explored using the “craft” prefix. “Craft Wine!” That sounds good to me. Is it possible, given that it’s beer, spirit and cider producers that most often use the term “craft”, that wine producers see the term as too downscale? In fact, I’m…

Jun 18, 2015

Reason Over Emotion in the Wine Industry

The faster you learn to carefully pick your battles, the faster you will accomplish more, provide better service and live a happier life. This goes for the alcohol regulatory community. There’s a problem when lawmakers are forced to teach an alcohol regulatory body this fundamental lesson. And that’s exactly what has happened in New York. After passing through both the New York House and Senate, a bill that will rein in the New York State Liquor Authority (NYSLA) and force…

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…