Monthly Archives: January 2008

Wine Trends 2008…

My trend forecast for 2008…

• Green is the gold standard of business everywhere. Wine producers will be embracing sustainability in packaging and production as an integral component of their consumer offering.

• Building trust in the consumer’s mind is the new name of the game. Savvy companies have realised that their reputation and credibility are their most important assets. Fashion and fragrance companies have long built successful businesses largely on brand image. Wine will follow suit.

• Consolidation in the wine industry already is presenting a great opportunity for smaller, more nimble wine producers. Being big may stroke the egos of corporate CEO’s, but is no longer an advantage. Just think big!

• Suppliers, producers and retailers will collaborate ever more closely to eliminate waste and increase efficiencies across the entire wine supply chain.

By Mike Carter.


High price makes wine taste better

What is it about wine that makes us feel special? Is it the aroma, the unique taste, the funny-feeling you get when you’ve had your own bottle, or is it the high-price that gives us a rush of sophistication and a feeling of importance?

Interestingly, the pleasure we take in sipping a glass of vino in strongly tied to the price tag it bears. The same wine can be set in two cups, tagged with two prices, and the higher of the two will reign supreme in the pleasure centers of our brain. This study of neuroeconomics may influence restaurants and retailers alike but it comes with a caution sign — some of us feel more guilt over the high tab and will choose less expensive wine to suit our wallets.

Source: www.luxist.com

New Online Wine Marketing Ideas from the Old World

Those crazy frogs are at it again! Not only do they claim to be the godfathers of the wine industry, but it looks like they may have beaten us to the punch and found a unique way to market direct online wine sales. Through a brilliant viral marketing campaign, one company has found a way to grow their email list and promote their wine-a-day program.

Check this out

When the video completes, you are invited to click on the link to ‘acceder au wine store’ which redirects the viewer to a site advertising a wine-a-day (1Jour1Vin) program similar to RadCru. The viewer is asked to share their email address to receive alerts for discounts on wine direct from the retailer, thus gaining emails to grow their wine club. This video originally appeared on a website called MensUp.fr, which is a site dedicated to sharing the latest information to young men interested in technology and social networking.

Source: ReThink Wine Blog

Feature Article: How to grow your winery into bankrupcy

A reader has asked me to explain how is it possible that Stormhoek, which grew from 0 to 200,000 cases in three years can get into a tight financial situation?

I’m not going to speculate on that, but I can tell you what happens to some wine businesses – they simply run out of cash.

Any fast growing business consumes cash rapidly, especially when the cash flow cycle is extended – like the wine business. Remember that you have to harvest or buy grapes, make the wine, pack and transport the finished product and then collect your money. This process often takes six months or more – and I’m only talking about commodity wines. Premium wines and Champagne can take three years before they are ready for the shelf.

Obviously while all this is going on the bank, the grape farmer, the packaging supplier and all your employees have to be paid. Many wineries start off undercapitalized anyway so this only compounds the situation (notice that the bank gets paid first, the owner is last in the money queue).

My advice is:

  • A sale is not a sale until you have the cash in the bank
  • Don’t get caught up in your own hype
  • Be as passionate about ROI as you are about your wines


The quality of your management team will probably be the most important investment decision you will ever make. It all starts (and ends) at the top.

By Mike Carter

2 Great Resources for Wine Marketers

Discuss topical wine marketing issues and post questions as well, with these two great wine marketing resources:

  • Wine Marketer has around 320 members and forums covers topics such as online advertising, ecommerce, web design, distribution and marketing.

  • New kid on the block Cellar Rats Forum founded by Mary Baker of Dover Canyon Winery in Paso Robles, California. Not all the discussion threads are entirely serious. “We have a thread on rattlesnake recipes,” says Baker, “but I’ve had some trouble getting my hands on one to try them out.”

Do you know of any other resources for wine marketers?

By Mike Carter.

Two Years of Winery Blogging

Mike Duffy brings to our attention this terrific post from Jason Haas on the Tablas Creek Vineyard blog, summing up lessons learned from two years of winery blogging.

Although I started this blog about two years ago, it’s really only in the past year that I’ve felt I’ve found my voice.  … I’m sure that blogging came more naturally to some other people than it did to me.  I’m not a writer by trade, so I’m learning as I go along.  …Now that the Tablas Creek blog is two years old, I find myself starting to get asked, more and more, how to do it.  There isn’t any one answer.  But, it occurs to me that it might be helpful for others considering a similar undertaking to put down some of my conclusions about what makes a blog work.

Jason goes on to list 7 things to do if you want your blog to work:

  • Have a voice
  • Write in the first person
  • Write about what you’re worried about
  • Answer the questions you get asked all the time
  • Write for other writers
  • Read and comment on other wine blogs
  • Lead with a hook


Mike Duffy also has a great list of wine blogs at the The Winery Website Report.