If you’ve been running a successful local winery, you’re probably wondering how you can maximize and expand to get your products on the national marketplace. Marketing any product on a national scale can be challenging; but marketing a winery and wine related products is a unique method in itself. You’ll need to translate the expertise that’s sought after by seasoned wine experts – while also helping the average consumer get excited about your wine as a mass-market product. Much of this will fall on your messaging, and presentation; and the mediums you choose to market your winery. Take a look, and check out this shortlist of some of the best ways to market your winery and/or vineyard on a national scale!
Winery Messaging: Bringing your Message to the Masses
When you market a local winery to a local audience, you’re almost selling the experience of visiting the winery as much as you’re selling the products themselves. With winery tours, tastings, and a quality restaurant onsite – you don’t have to worry about selling much external product; it’s just a bonus if customers take a few bottles home with them. Selling your wine nationally is much differing – you can include beautiful images of your winery, and detailed stories of its history – and it might not make the wine sell better in the end. Your messaging is the key to selling wine to people who’ve never been to your region, or even state. Try talking about the flavors in a descriptive, yet “laymen” language style. This will help people invasion what you’re product will taste like – and what foods they might eat it with. Remember to focus on their experience, and not your winery. The right messaging is key in selling wine on a mass-market scale.
Presenting Your Wine: Image Matters
In presenting your wine, you want to make sure that it looks as unique as possible. The fact is, wine itself – as pictured and photographed – does not look very different among brands. The key here is to present images of your wines as they’re enjoyed, in settings that people imagine themselves in. In this sense, it’s okay to show pictures of your winery. Let people know the experience they might have had if they’d chosen this unique wine after a tour and tasting in California or Washington State. Again, picture red wines with images of fine red meats and other colorful foods. It’s essential to present the wine as it would be enjoyed in its most ideal of settings. If you just show pictures of wine bottles on tables and racks – there’s simply nothing separating your wine from the competition.
Marketing Mediums: the Best Wine Media
When it comes to the marketing media you choose for your winery, there’s really no question about it: nothing comes close to the essential nature of printed marketing materials for wine. These printed materials are things like wine labels, brochures, post cards, rack cards. Of all the products you can order online, wine is one you hesitate to purchase based on a website image alone. Print makes things real; and wine is about as real of an experience as you get buying a product. Try printing some wine bottle neckers that hang from the bottle when you ship them out, for extra marketing exposure. It’s also a fantastic idea to print some unique business cards for your top wine salespeople / experts – this will create an instant bond among customer and brand – one that will last for many bottles down the road.
Remember to Be Different
In any marketing campaign, there is simply no amount of over-emphasis you can put on the value of being different. This can be anything from the font on your brochures, to the name of your next Shiraz – the point is, you have to set yourself aside from the crowd. Consumers want this on the deepest level imaginable, even though most of them don’t know it. The trick is to give this difference and uniqueness to them; but let them feel like they’ve discovered the whole secret all along. If you can do this with your wine, it will succeed on a national scale.