The wine business is a pretty saturated industry with more options than most consumers know what to do with. Winery marketing tactics use both art and science to strengthen the position and make the offerings stand out. The key is to understand your target customers so you can provide a product that will resonate with them. First and foremost, set your goals to determine what tactics will work best, depending on your resources, product, and branding image. Be sure to track your results to know what marketing strategies are working for you.
Here are the top 7 winery marketing strategies to implement.
Most major wineries offer a wine club in which members purchase 12-15 bottles of wine every quarter, get significant discounts, special members-only event invites, and free tastings at the winery. Wine club sales make up a substantial portion of the winery’s income. This is a great way to bring repeat business and dependable cash flow. Even though this may be considered an overused method of wine promotion, it still works.
Collaborate With Other Businesses
Co-marketing is very beneficial as you can reach more audiences for less money. Consumers are only getting smarter and have become very cautious of their money and their time. To get visitors to the tasting room or winery, it is helpful to put out promotional content at local businesses nearby. Those seeking wine-related activities nearby may like what they see and could also be intrigued by the fact that visiting your winery can make it easier for them to visit other local attractions. It is prevalent for winery-goers to visit multiple wineries in their day and/or other surrounding businesses. Show them that making the trip to your winery means more bang for their buck.
Host (Virtual) Events
It could be helpful to host events such as weddings and concerts to increase revenue. With pandemic safety measures in place, you can host virtual events to create relationships with your customers. You may even be able to attract a broader audience.
Winery marketing options to stand out from your competition include:
- Hold a blind tastings
- Host winemaking classes
- Show a behind-the-scenes look at your production process
- If you grow organic grapes, host an event focused on sustainable organic gardening
- Host a pet adoption weekend with the local pet shelter
- Hold a family fun day with games for the children and wine and food for the parents
Events are a great way to sell products and collect attendees’ information to build your list for an event follow-up campaign. It also allows you to get to know your customers in a casual manner, which will go a long way.
Offer Tasting Packages
You probably already offer tastings at your primary location. Consider setting up a pop-up shop at a local liquor store or a farmers market. People love samples, and they work. You can also create an introductory package that customers choose which best sellers or wine categories they want to sample.
Many consumers are not able to differentiate one red wine from the next. Everyone working at the winery should have strong knowledge of the wine they are offering, as the customers (whether they are seasoned wine drinkers or not) will want some information on the selections.
It is helpful to use your website, blog, social media channels, and employee expertise as a portfolio of exciting and easy-to-understand information on the wine. If customers are turning to you for insight, this will build a loyal brand following.
Social Media Consistency
Using social media to build your brand is a must these days. Without a Facebook and Instagram account, you’re behind the competition. It is important to post strategically and regularly to grow and keep a following. Stay consistent with the brand image and tone of voice so that posts are easily recognizable. Keep in mind that you only have a second to capture someone’s attention on social media, so creativity is key. Using influencers or micro-influencers is another effective tactic for promoting a winery. These individuals are brand advocates on social media that work to actively promote brands.
Tell Your Story
The truth is that your customers have a flood of options. How will your winery marketing solutions stand out? It is beneficial to focus on unique topics that stay true to your brand while appealing to the target audience. What interests your niche market? Is there a market opportunity that few other wineries are producing content about? The more specific, the better. It is important to be relatable and speak on the winery’s missions, passions, and the story of how you got started in the content to build a deeper level of brand trust. Owning a winery comes with its own set of unique challenges and risks. Therefore it is crucial to secure NJ Winery Insurance, so you are properly protected.
About David G. Sayles Insurance Services
At David G. Sayles Insurance Services, we help our clients decide which of these options is best for them based on their current situation and risk factors. Contact us at 1-855-977-1842 or firstname.lastname@example.org for a consultation