Have you ever thought how relevant your wine is for your potential consumers? Well, maybe I should start by asking, have you identified your potential clients? I bet they are not all wine enthusiasts. When I speak about building relevance for your wine brand, I mean how to position your brand closer to your potential clients. In days of traditional advertising, finding new consumers for your wine might have meant putting your print ad into a food magazine instead of a wine magazine. Thinking behind this was probably that not all those who drink wine, buy wine magazines and that [...read more]
Feb 072012
Did you just recently update your website with fair amount of money? Did the traffic increase? (I hope you are measuring it… ) The traffic usually does not increase a lot by making the site look more fresh and modern. That’s important, of course, but it’s only important after you get people visiting there. I’ve been recently involved with company called Flowine Marketing, in which I’m working as an advisor. Flowine is specialized in wine and digital marketing. They do things from basic help to global digital strategies. We’ve recently analyzed some websites of wine producers to understand how and [...read more]
How do you get more out of drinking wine? Pay more attention! The same applies to many other issues. I dare to say that many of us are driving a car, of which features we only use a fraction, or play golf with the best (and most expensive) tools without fully realizing the potential that makes them better than “average”. This also applies to food and drink. We use a lot of trouble trying to get to eat in the most Michelin restaurants, look for opportunities to acquire exclusive gastronomic stuff or search information about optimal wines for a particular purpose. However, when sitting behind the [...read more]
Instead of what you are buying or putting into your cellar, the most social aspect in wine is what you are drinking. LetsPour is fantastic new app for iPhone that focuses exactly on that. LetsPour allows you easily to share what you are and see what your friends are drinking. In addition to that, it allows you to recommend wines, ask recommendations and comment on other peoples pours. The application is just about getting too busy so that it will be sensible to look the complete actions flow, but it’s possible to filter people by following them like in Facebook or Twitter. When pouring, you can try [...read more]
Dec 062010
Most wineries have smaller group of private customers that can be considered key clients or super users. You’ve hopefully heard about 80%/20% rule where 20% of customers are responsible for 80% of the business? Great! For the best use of this idea, you should be able to identify just the top 1% or 2% of those. These identified key customers could be people that have visited your winery, order your wine frequently, write about your winery or wines, recommend you repeatedly, are your most active fans in social media or those that often send you praising feedback. We could call [...read more]
Nov 122010
Just opened a bottle of Paul Dolan Deep Red 2005, (Mendocino, USA). First, a brief tasting note; its color is, like it says on the label – deep red (ruby). Nose is strong, but not at all aggressive and has aromas of ripe black cherries, black currants, milk chocolate with tiny flowery notes and some cedar wood. Palate is rich and has just a little sweet tone on it (alc. 14,5%). Some spiciness follows and dark berry aromas as identified in the nose. Acidity is moderate and ripe soft medium tannic structure. Finnish is long and lingering with velvety mouth [...read more]
In recent years the wine producers have massively increased their communication about “green” viticultural practises, environmental efforts and social responsibility. This is a quite significant swift from production methods and various results from tastings and competitions that used to be the core of their communication earlier. The change is made following the current consumer trend (green, responsible) that includes not only wine, but almost everything around us. The most effective issues to communicate that boost wine sales seem to be organic or biodynamic viticulture, sustainability (maybe less), carbon neutrality and issues around social responsibility (Fairtrade for example). Whilst these issues [...read more]
Apr 092010
I Visited the Bio Bio region in South Chile last spring (October). During the visit I went to see Quitralman Estate that is owned by Concha y Toro family. They have organic vineyards with mostly Pinot Noir and Riesling planted there, some are over 30 years old and lot of new plantations as well. The farm also includes 50 ha organic apple farm and they have plenty of Arab horses there. Absolutely beautiful place, heaven on earth! Below few pictures. Share:
There are plenty of wineries, especially in Europe, that have long operating history and family tradition in core of their communication. I recently had a very interesting discussion about the communication, with a representative of one of the wineries of that kind. What it proves if you have a long operating history and tradition? At least that you have been in the business for a long time. Well, you could say that things have been done in the right way quite a couple of times if you have managed to keep your business running for, let’s say hundreds of years. [...read more]
Feb 172010
Sweet wines are a mystery. Everybody loves them, is interested in them and after tasting them comments that why don’t we drink these more often. I have participated several times in discussion where people from restaurants complain about the amount of sweet wines they sell. Well, the true problem is already mentioned within that sentence. Restaurants are not putting enough effort in selling them. Here are few tips that I have collected when talking to people in business successfully selling sweet wines. Sweet wines must be available by glass. Nobody wants to order a bottle of wine which they only [...read more]
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