Posts Tagged ‘Plan’

Magic or Science?

Magic or Science?

This is blog post #2 billion on wine marketing. Everybody writes about it. A few of them even have something important to say.

So in summary:

1. Know your market
2. Write well
3. Watch the money roll in.

Ok, we’re getting ahead of ourselves. #3 is patently false. #2 means nothing, you either write well or know how to hire well or perhaps neither. So you may need to work on this. But #1 is the most important here, and that’s what we’ll discuss.

Let’s assume you want to sell wine. Let’s assume you actually make wine or work for a winery. Let’s also assume you make good wine. Selling bad wine requires a skill far beyond our abilities here.

Marketing and selling are not the same thing. To paraphrase marketing guru Peter Drucker, “The aim of wine marketing is to make selling wine superfluous.” So where do you start? Marketing involves everything about your brand: what your labels look like, where you might talk about your wine (advertising, social media, wine events), how people can taste your wine, where they can buy it, etc. Only then will you be in a position to sell your wine. And if your wine is really good, then people who enjoy it can become your best salespeople (now called “brand ambassadors”).

Who buys your wine now? Do you even know? Do you have a tasting room? If so, you do ask for their email addresses and maybe their phone numbers. No? Why not? They are your customers. They want to buy more at some point. Don’t ignore them. Everyone talks about social media (incessantly). Important, yes. But do not neglect email. It’s still (as of this writing) crucial.

If you don’t have a tasting room, do you do winemaker dinners? Tastings at festivals? Wine store events? Do you ask for emails there?

Read on …

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Australian Vintage is proving its determination to overcome challenges posed by a strong domestic currency with the announcement of a flurry of new product launches for the UK this year.

 

Julian Dyer, general manager for the UK & Europe at Australian Vintage, highlighted McGuigan’s position as “one of the fastest growing Australian brands” in the UK at the moment.

Despite acknowledging that, with the strong Australian dollar, “you have to be really lean to stay competitive” – the European office now bottles “over half” of all its wines in the UK – Dyer insisted: “The UK is a great market and we shouldn’t talk it down.”

Read on …

It’s time to boldly go into the universe of dinner parties. Hosting a dinner party is a great way to build longlasting relationships and create a better community of friends. Turns out, your friends are an ingenious source for good wine. On average, people are willing to spend more on wine for a party.

Yep. Time to host a party!

How do you make your dinner party awesome? Here are 12 dinner party ideas that aren’t only kickass but also simple to pull off. Read on!
Elegant Dinner Party
The ultimate dinner party is best when it’s no larger than 6-8 people. Keep in mind you’ll be serving a minimum of 3 courses at a properly set table. Serve the first course while your guests are being seated and have the 2nd course ready to transfer into large warm serving dishes.

Everyone has allergies these days, so ask before they awkwardly spill the beans about being Gluten-free or Vegetarian.

Elegant Dinner Party Ideas

Wine Picks
6 bottles: 2 white & 4 red (8 people). Stick to classics like Sauvignon Blanc, Chardonnay and Cabernet Sauvignon. Pre-plan who is bringing what.
Centerpiece
Keep the centerpiece short so you can see your pals across the table. Use real fruit, real candles or small flowers. After all, you’re real, right?
Etiquette
Serve Champagne prior to seating your friends because it works fastest. Place double sided namecards at the table so your friends don’t have to think.
Wine Place Setting
(From left right) Dessert, Red, White, Champagne and Water glass. Hydration is key.
Who sits where?
Split up couples and don’t seat yourself at the head of the table.

Read on …

A CDC survey reports alcohol drinkers consume more calories than recommended, lumping wine in with soda

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Just when Americans are drinking and making merry at holiday parties and dinners, a new survey from the Centers for Disease Control and Prevention (CDC) warns that alcoholic beverages may be adding extra calories to our waistlines. But is it simplistic to lump wine, beer and spirits in with sugary sodas?

Published by the CDC’s National Center for Health Statistics, the survey finds that the average consumer of alcoholic beverages takes in more than their daily-recommended intake for the kinds of calories that come from added sugars, a category that includes beer, wine and spirits. But some experts argue that the survey paints with too broad a brush.

For the survey, the authors examined data from the long-running National Health and Nutrition Examination Survey, which involved more than 11,000 people across the country over the age of 20 who provided details on the foods and drinks they consumed in a typical day. The good news is drinkers don’t pass the calorie threshold by much. The survey finds that, on average, Americans who drink daily take in 16 percent of their calories in the form of added sugar. The recommended intake is between 5 percent and 15 percent.

The authors calculated that 12.5 ounces of wine contains roughly 150 calories. So, if drinking in moderation, a man could consume up to… read on

Also Read:

  • The Big 5 reasons why people should drink wine! (By Johan Botha)