Articles Tagged wine marketing
In today’s episode, you get highlights from wine personality and social media / business guru Gary Vaynerchuk‘s keynote speech at the synthetic cork producer Nomacorc-sponsored "Marketing to the Next Generation of Wine Consumers" conference that took place in Napa last week (at the beautiful Culinary Institute of America in St. Helena). They are things the wine industry probably doesn’t want to hear – but they desperately need to hear them.
I was part of panel at the event, in which we riffed on the main themes espoused by Gary in his fantastic keynote speech (which delivered some much-needed stern messages to the Napa wine industry – for a distillation of some of those messages, check out my article later this week on the Wines.com blog). If anyone who attended still thinks that Gary isn’t the real deal after his keynote, then they have their heads shoved into a part of their anatomy that requires a belly-button-window installation for them to see what’s really going on. Most importantly, Gary also finally admits that I am a handsome man (though I refrained from asking him to sign my chest as one male attendee did – thankfully I did NOT get that on video).
In today’s vid (at the 10:10 mark) I interview Gary about his new book, The Thank You Economy (a book that, well, crushes his previous release Crush It! and is Seth-Godin-level good – and will certainly further brighten his already-nearly-blindingly-brilliant star in the social media space). I also get his take on how different wine regions of the world are performing in terms of engaging their customers (hint: not well).
Enjoy (and make sure to get Gary’s new app at DailyGrape.com while you’re at it)!
By the way… Nomacorc makes a synthetic wine bottle closure that you can actually extract pretty easily with a corkscrew, so if I were a natural cork producer I’d be worried right now(although in that case I’d already be worried, having lost gobs of market share in the last few years because my product has something like a 2% failure rate… whatever…).
Got another survey comin’ at ya – this time, it’s not from a Masters of Wine student, but from a student in a Masters of Wine Business program in Adelaide Australia.
Said student is a guy named Jeffrey Williams, originally from NY but now doing some U.S.-based market research on the on-premise perceptions of Australian wines in the US market. He’s put together a survey to gather data on the types and price points of Aussie wine that U.S. wine lovers purchase.
According to Jeff, “The data will be used to support an ongoing business case of the wines currently being exported and distributed to the United States.”
Which to me means this is a chance for you to stop complaining about Yellowtail and maybe provide some data to help get better quality Aussie juice sold in more places over here.
Anyway, do a guy a favor and take the survey at http://www.surveymonkey.com/s/JDQDH3Z.
I was recently contacted by Rachel Lewis, who is currently working on a marketing master thesis centering on consumer preferences in the US wine market. And YOU can help!
According to Rachel:
“I am currently doing my marketing master thesis for the Aarhus School of Business located in Aarhus, Denmark. I am originally from Minnesota which is part of the reason I wanted to focus on the US market.
I have always had an interest in wine and an urge to learn more so I thought this would be an excellent opportunity. My thesis is focusing more on the consumer aspect of the wine market. Essentially, the reasons why people are buying the wine they buy.
Wine drinkers (your blog readers) should want to fill the survey out because it is essentially a way for them to tell these wine makers their purchasing behaviors and wine preferences. For people who strongly purchase based on the origin and grape of the wine, marketers will be able to define this segment and market specifically to it. It is a way of matching the products to the right consumers. So consumers (wine drinkers) are aware of the products (and buy the products) that align with their preferences.”
Rachel expects to have the results of the data available in about a month, which I plan to share here if possible. So, if you can spare a few minutes, fill out the survey and have your say about how wine should be marketed to you so you can get closer to the type of wines you really want.
This week, Cruvee (rhymes with groovy), a firm that offers business intelligence and performance management services for the wine industry to help them mine the vast field of on-line social networking, launched an interesting initiative targeted at simplifying wine brand data across the Internet.
That sounds boring, right?
But… it has the potential to be a huge step forward for the wine industry in terms of using technology to help master how basic information about the 6000+ wine brands available in the U.S. are portrayed on-line (rather than the technology mastering how the wine brands are portrayed).
If that sounds boring, consider that it could make your life easier when you’re looking for wine. Now, that’s not too boring, is it? If it is, you’re reading the wrong blog, my friend. Being able to make more sense out of traversing the thousands of wine brands available sure appeals to me.
I spoke to Evan Cover, Cruvee’s Founder & CEO, about the initiative (called ‘OwnIT’), and it has promise – provided Cruvee can score the right level of participation from both ends of the wine distribution spectrum…
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