Once we get to mid-November, it’s like running the last mile of the marathon. You’re exhausted, but the adrenaline carries you forward. The group around you, the runners in front of you, and the runners behind you make for energy that pushes you towards the finish line. Nobody gives up the marathon in the last Read More…
Category: Marketing
What is missing?
Late August is a unique time in the wine sales and retail game. It’s a moment for a pause, a final vacation, a little breath before September rolls in. It’s also a great time to ask what is missing and start to work to fix it before the busy season hits. For a sales rep, Read More…
Which customers are at the top?
Your best customers are worth ten to a hundred times more than your average customers. Do you know who they are? How do you define best? And what are you doing for them that is different than how you treat the average customer? This is where marketing begins.
Know your history (and that things change)
The history of wine trends, facts, and fads is always good to keep in mind, mainly to recognize that some trends grow roots and stick, white others blow away with the wind. The sands shift with the tides. For those relatively new to the wine business (be it wholesale, restaurant, or retail) here are some Read More…
Looking into the crystal ball of wine retail
Let’s look into the future. I don’t know how far into the future. It might be two years or maybe ten. But sooner than you think. Amazon has entered the liquor retail game. Not in a small way either. Through their Whole Foods locations, they now permeate into many key urban areas. And through Amazon Read More…
What happens if …
… you present ten Pinot Noirs to an account, they don’t find joy in any of them, then a competitor presents just one and that makes it on the list? … you own 95% of a wine list at a local restaurant, but the company that has the other 5% suddenly starts spending a lot Read More…
Calm waters and making waves
Swimming in the calm waters is easy. It’s fun. It’s what everyone wants to do. Swimming in the waves is harder, it’s challenging. It’s demanding. It’s not what everyone seeks out. It takes a special type of person to seek out the waves. And then there are the wave creators. The ones that make the Read More…
Wine Inventory as Wine Marketing
Inventory is one of the most mis-understood aspects of the wine world. A wholesaler that commits ten percent of their annual revenue to a single purchase of five thousand cases of Hungarian Viognier is going to run into an inventory problem. A restaurant owner who has a wine buyer that overbuys on Barolo and ties Read More…
What do your wineries want?
What do wineries that you represent really want? “We want to be placed in the right accounts.” “We want to be a category leader.” “We want to grow our direct to consumer business.” “We want less competition in your book.” “We want your sales reps to take more samples out.” “We want your sales reps Read More…
Is Wine an Experience Good?
In economics, an experience good is a product that can only be evaluated after experiencing it. The other two categories are a search good, where an item is fully evaluated prior to purchase (think clothing), and credence claims which are difficult to impossible to evaluate or measure accurately even after consumption or purchase (think legal Read More…
A Wine Retailer’s Two Question (digital) Checklist
If you’re a wine retailer today there are two key questions you have to ask: How do potential customers find me? How do I convey to them who we are and what we stand for? Everything grows from those two questions. How do potential customers find you? Is your Google Business page up to date? Read More…
Wine prices and pillows
Yesterday, late in the afternoon, I bought a new pillow. A fancy one. It came in cool packaging, well designed and unlike other pillows on the market. Being who I am, I also looked online at reviews to help nudge me toward what I wanted to do (buy the pillow). Enough glowing reviews led me Read More…
Show the discount
“Great Cabernet, only $13.99.” “Great Cabernet. Regularly $18.99. Sale $13.99.” Which sounds better? Always show the discount. Always.
The irreplaceable placement
Many restaurants have one or two. Every retailer has six to twelve. They are the wines they cannot swap out, cannot consider getting rid of, and cannot possibly imagine life without. They are the wines that customers would riot over losing access to. The wines that sell as regularly as a heartbeat. They are the Read More…
By the numbers: larger public wine tastings
If you are a wine retailer, wine group, or wine organization that puts together the occasional wine tasting for the public, here are some ideas to keep in mind for a successful event. This essay is focused on the small to the mid-sized event, for attendance in the 80 to 800 person range. Large convention Read More…