New wine sales techniques

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Comment by Doug Molitor on September 15, 2010 at 3:39pm

Coffee & Wine Life’s Earth-Bound Treats
Building Brand Around Sustainability

Starbucks Shows The Path To Customer Preference For “Sustainability”

The path that Starbucks created with and for the concept of sustainable agriculture demonstrates how a business can increase brand preference by latching onto a trend or cause. Then, because of its size, Starbucks both advances societal good and sells more coffee. That idea may be a bit obtuse, but the analogy is Burger King turning it’s stores into a promotion for Mutant Ninja Turtles, to sell more movie tickets and burgers.

The stage is set for action: Coffee & Wine
Two popular drinks where differentiation among varietals and preparation are distinct
Two products that are almost wholly dependent on soil, location, climate and the care of the grower.
Two global agricultural crops where sustainability has a market value.

Starbucks has educated many folks on the value of sustainable agriculture. Now is the time for the savvy wine marketer to swoop in behind, leveraging that education, illustrating its value in fine wine, and their brand in particular.

For the vintner, the question is how does his brand merchandise sustainability. Since most wineries are beyond ignorant in merchandising, that’s a moot point. For vintners, sustainability is real commitment, but when it comes to selling wine, sustainability is relegate to a page on the web site, only barely more important than the stainless steel fermentation tanks when it comes to selling product, (he said sarcastically).

Still the opportunity is real.

Comment by Bruce McGechan on June 16, 2010 at 1:45pm

Constellation Wines did a great study on what different consumers wanted as reported in Wines & Vines, "Many Consumers 'Overwhelmed' - Scan data further defines 'Project Genome' consumer segments".

The highlights of the article are:
- The largest segment of wine consumers is still "overwhelmed" and under-informed about wine choices.
- The fact that most people in the wine industry are "enthusiasts" may blind marketers to the other categories of consumers and their needs.

Comment by Doug Molitor on June 16, 2010 at 12:19pm

Two comments in 2010! Seems like a dead group. My guess is, this kind of forum in such a small industry does not lend itself to truth telling. But If someone wants to talk about selling wine, give me a call. six fifty 867.3700

Comment by Roger Yazell on April 30, 2010 at 10:53am

In selling, the first rule is always, always, always listen to the customer. If you listen well, the customer always tells you what he wants to buy, why he wants to buy it and what needs the purchase will fulfill. Those three key pieces of information will allow you to close just about any sale. Begin with a open ended question that allows the customer to share information...then listen!

At retail, remember that it is as much about the experience as it is about the wine itself. Always offer something more in the way of information about the wine than what's on the label. History, your own experience with the wine, a good story about the region or producer always adds to the customer's experience and enjoyment of the wine. He will share this experience with others and, in effect, become a salesman for your wine! Don't overanalyze the taste...just give the customer the basics he needs to know to make an informed buying decision, then let his palate evaluate the wine for himself.

Most of us who work in the wine trade fell in love with wine because of the unlimited diversity and the myraid opportunities for exploration and discovery. Allow your customers that same chance to fall in love with exploring what the world of wine has to offer, not just as a beverage but as an experience and you're sure to sell more wine!

Comment by yoana alia on April 24, 2010 at 1:46am

wine.... i love it .



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Comment by Sarah Ness on July 27, 2009 at 2:23pm

I am looking for ideas on how to sell Bulk Riesling and Gewurztraminer wine.

I have over 5,000 gallons of 08 Riesling Wine made by Pacific Rim and also over 4,000 gallons of Gewurztraminer. This is premium white wine made in Washington state. I was wondering if anyone could steer me in the right direction of any virtual wineries who might be interested in this. I have more information on these wines and can provide samples if needed.

Any ideas would be greatly appreciated!

Comment by Thomas Thompson on June 6, 2009 at 12:55pm

Please help me get a Sonoma County wine job. Go to the link below and vote for my video. The top videos go on to the next round. Any help would be appreciated!
Thanks,
Thomas
http://www.areallygoodejob.com/video-view.aspx?vid=_EYCmrx4F6Y

Comment by Carolyn Carswell on May 20, 2009 at 11:56pm

I have been selling wine for over 15 years - Wine is sold on a moment - we have to create a memorable moment or experience to gain a loyal customer.

Comment by Foppoli Wine Girl on February 17, 2009 at 4:10pm

Does anyone have anything to say about how to get press and major bloggers out to your winery. Foppoli Wines has no tasting room but 56 acres of amazing property that we do tours and private tastings on. Any ideas on where to start?

Comment by Rick Bakas on June 27, 2008 at 8:57am

Harley,

Agree with Silke, good comment based on age group. Ad agencies have analyzed each demographic to the nth degree. The Millennials are an interesting group. They don't respond as well to traditional advertising. They are the reason MySpace, Facebook and texting are so popular. I suspect selling them a product will look completely different.

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