Vintners: Sell wine while you drive!
Most wineries these days are doing their best to increase direct sales to consumers. With the recession, they’re seeing a much more sluggish market than usual. Stores and restaurants aren’t selling as much, there are fewer visitors to the tasting room, and such as there are do not want to spend any more than they have to.
What’s a vintner to do?
We know they’re turning to the Internet and to social media to build brands, make new friends and keep old ones, and attract more members to their wine clubs. And in those clubs, they’re offering special things that are not available through the usual channels. That makes the members feel like they’re getting in on something — sort of like an initial public offering, only it’s wine, not a stock.
Winemakers also are getting increasingly ingenious when it comes to P.R. Well, that’s probably not the winemakers themselves, but their public relations people. Everybody’s pitching, pitching, pitching these days. They realize it doesn’t work anymore to pitch this tired old kind of story: “Don and Janet were bored with their old life. He made a fortune in [fill in the blank], while she was a stay-at-home mom raising their kids in [fill in the city]. So they decided to return to nature by buying 30 acres in [fill in the wine region] and grow [fill in the grape variety]. They hired [fill in famous winemaking consultant] and have now released their first wine,” blah blah blah.
That is so Nineties! No, today the pitch needs an angle, a twist. Something connected to a charity often works — whales are a perennial favorite. Biodynamic is on the wane, but it still works. Ethnic and cross cultural is coming on strong. Wine and food pairing always works. Who doesn’t like to eat? And spirits are big. Get yourself a hot mixologist, and you’re golden.
Vintners are also going to more and more wine fairs, symposia, big public tastings and the like. They’ve always done that, but I think they’re having to do it more nowadays. Anything to catch another customer, get the brand name out there, nail down some loyalty.
It used to be that the winemaker would drive [or fly] to the fair, do their thing, then drive [or fly] back. Big waste of time, all that travel. Could be doing something more productive. In France, they are. A new for-profit business provides the service of telling traveling winemakers where along their route a group of wine lovers has invited them into their homes for a little tasting. Says Decanter: “It has become imperative that, while [winemakers] are at wine fairs, or on their way back home after a sales trip, they can maximise their time away. Meeting wine lovers directly in their homes is an effective way to do this.” Let’s say Bob Cabral drove down to Shell Beach for World of Pinot Noir. On his way back to Healdburg, he’d get a text message: “The Wisenheimers have invited you to their home in Los Altos Hills for a tasting. They’ve invited their neighbors. The address is….”. And: “On your way to the Golden Gate Bridge, make a detour at Geary and go up to Seacliff. The Lotsabucks will host you.”
A winemaker’s day is never done!
* * *
And then there’s the Commonwealth of Virginia, which has been drifting to the right for years. The state’s Alcoholic Beverage Control Commission recently banned college newspapers from accepting alcohol advertising.
That prompted several Virginia colleges to challenge the ban, but it [the ban] was upheld by a U.S. Court of Appeals. On Monday, the ACLU stepped in, asking for a reversal. I know that conservatives often complain about “the nanny state” — government that is overweening and intrusive. They always say people should be left alone to make their own decisions. Well, shouldn’t college newspapers be allowed to accept advertising from perfectly legal alcohol companies, including bars that sponsor happy hours (the ban even outlaws use of that phrase!)? Come on, Virginia. Your most famous native son, Thomas Jefferson, loved wine. He must be rolling in his grave.