Wine Institute Encourages Developing
http://californiawineandfood.com/articles/246/1/Wine-Institute-Encourages-Developing/Page1.html
CWF Sources
By CWF Sources
Published on 01/26/2007
“California message”Wine Institute is urging its 800-plus member
wineries to convey a stronger message connecting the state's wines to the positive
impressions that Americans have of California. Developing and sharing this "California
message," focusing on the state's spectacular scenery, fun lifestyle,
great food culture, and innovative ideas, was one of the key findings of new
research on U.S. wine consumers, shared at U.S. Market Development workshops
held by Wine Institute in Yountville and San Luis Obispo.
Wine Institute Encourages Developing “California message”
Wine Institute is urging its 800-plus member wineries to convey a stronger message connecting the state's wines to the positive impressions that Americans have of California. Developing and sharing this "California message," focusing on the state's spectacular scenery, fun lifestyle, great food culture, and innovative ideas, was one of the key findings of new research on U.S. wine consumers, shared at U.S. Market Development workshops held by Wine Institute in Yountville and San Luis Obispo.
"California is a spectacular place to grow and make wine," said Chairman of the Wine Institute Market Development Task Force Tom Klein at the Yountville workshop. "We have beautiful regions with distinct personalities, soils and microclimates that rival the world's best, talented and ingenious winemakers and outstanding California cuisine. We are asking wineries to always begin their wine conversations with a few words about what makes California a special place to grow and make wine."
Though California wines have experienced 12 years of consecutive growth, the U.S. wine market is increasingly competitive. Wine Institute commissioned Yankelovich to conduct the survey of 2,442 U.S. wine consumers to gather information to help strengthen California's position in the U.S. market and further enhance the competitiveness of California wineries. The work is part of the organization's U.S. Market Development Program.
"Calling attention to the favorable image of California and California wine further develops the U.S. market for our members and supports Wine Institute's public policy mission," said Robert P. "Bobby" Koch, President and CEO of Wine Institute.
Barbara Insel, consultant to major study.
Following the presentation of the Yankelovich survey, a panel of experts, moderated by Barbara Insel, Managing Director for MKF Research who served as principal consultant on the project, discussed practical strategies for wineries to use in adapting the research to their daily business operations. The panelists included: Wine Institute Communications Director Nancy Light; Yankelovich survey consultant Pete Rose; Marc Engel of B/R/S Group who conducted audits of 15 top wine trade executives; and Kate Jones of Kate Jones Public Relations who interviewed 29 key U.S. wine journalists for this project. Richard Boone, consultant and former Director of Consumer Research Worldwide for E & J. Gallo, participated in the San Luis Obispo panel. Main points from the panel discussion are summarized in a special MKF Research report, "Wine Institute Market Research: Implications for California Wineries," which captures key recommendations from the consumer, trade and media surveys and offers ideas for wineries.
"California as a place and California wines as an experience strongly resonate with the American consumer," said Barbara Insel. "We need to leverage the unique regions, creativity, ingenuity and break-the-rules approach to life that epitomizes our industry and link it to our wines."
"The wine trade is the first line of potential brand ambassadors, so it is vital to develop and nurture relationships with retailers and wholesalers," said Marc Engel. "Establish a feedback loop to allow trade people to share their personal comments about your wines, your sales and marketing processes and what they learn from their customers."
"The wine media can also be powerful influencers of brand preference. To effectively reach this community, develop broader stories on topics that include your winery, as it is oftentimes difficult for writers to feature only one winery or brand," recommended Kate Jones. Jones also suggested concentrating on media specializing in subjects beyond wine, such as travel and lifestyle writers and publications.
Pete Rose commented that customers would respond well to an introductory message about California as they would consider it "polite" conversation, setting the stage for a branded sales message. He also made suggestions on personalizing the winery message. "Offer your customers more experiences with you, such as sending video clips of winery principals or electronic versions of the winery newsletter. Set a goal of cultivating 10 new customers for your wine club each week."
Nancy Light recommended that vintners identify one or two unique characteristics about their wineries to differentiate themselves from the competition. Winemakers might even consider focusing marketing attention on one varietal or a particular wine style that would be memorable and create a "halo effect" for the rest of their portfolio.
Light also suggested adding suppliers and other trade customers to the newsletter mailing list and emphasized treating tasting room visitors like "royalty."
Richard Boone advised wineries to make their tasting room experiences memorable and a reflection of the personality of the winery.
"Do your own research project by choosing a region of California other than your own and visiting six to eight wineries," he suggested. When you get home, make a list of what operations you remember and why. Your list will confirm that it is the unusual and quirky that gets remembered."
Light explained that the Market Development research provides a baseline understanding of U.S. wine consumers' motivation, behaviors, attitudes and perceptions of California wine and the category in general. In the coming weeks, the Wine Institute Market Development Task Force will be refining the "California idea" and key message points, which the industry can use to strengthen, sharpen and better target their marketing activities.
About Wine Institute
Wine Institute is the association of 887 California wineries and affiliated businesses whose members account for 85 percent of U.S. wine production and 95 percent of U.S. wine exports. Established in 1934, the organization is dedicated to initiating and advocating state, federal and international public policy to enhance the environment for the responsible consumption and enjoyment of wine. Wine Institute seeks to broaden public understanding of the wine industry and its role in the American economy, lifestyle and culture.
"California is a spectacular place to grow and make wine," said Chairman of the Wine Institute Market Development Task Force Tom Klein at the Yountville workshop. "We have beautiful regions with distinct personalities, soils and microclimates that rival the world's best, talented and ingenious winemakers and outstanding California cuisine. We are asking wineries to always begin their wine conversations with a few words about what makes California a special place to grow and make wine."
Though California wines have experienced 12 years of consecutive growth, the U.S. wine market is increasingly competitive. Wine Institute commissioned Yankelovich to conduct the survey of 2,442 U.S. wine consumers to gather information to help strengthen California's position in the U.S. market and further enhance the competitiveness of California wineries. The work is part of the organization's U.S. Market Development Program.
"Calling attention to the favorable image of California and California wine further develops the U.S. market for our members and supports Wine Institute's public policy mission," said Robert P. "Bobby" Koch, President and CEO of Wine Institute.
Barbara Insel, consultant to major study.
Following the presentation of the Yankelovich survey, a panel of experts, moderated by Barbara Insel, Managing Director for MKF Research who served as principal consultant on the project, discussed practical strategies for wineries to use in adapting the research to their daily business operations. The panelists included: Wine Institute Communications Director Nancy Light; Yankelovich survey consultant Pete Rose; Marc Engel of B/R/S Group who conducted audits of 15 top wine trade executives; and Kate Jones of Kate Jones Public Relations who interviewed 29 key U.S. wine journalists for this project. Richard Boone, consultant and former Director of Consumer Research Worldwide for E & J. Gallo, participated in the San Luis Obispo panel. Main points from the panel discussion are summarized in a special MKF Research report, "Wine Institute Market Research: Implications for California Wineries," which captures key recommendations from the consumer, trade and media surveys and offers ideas for wineries.
"California as a place and California wines as an experience strongly resonate with the American consumer," said Barbara Insel. "We need to leverage the unique regions, creativity, ingenuity and break-the-rules approach to life that epitomizes our industry and link it to our wines."
"The wine trade is the first line of potential brand ambassadors, so it is vital to develop and nurture relationships with retailers and wholesalers," said Marc Engel. "Establish a feedback loop to allow trade people to share their personal comments about your wines, your sales and marketing processes and what they learn from their customers."
"The wine media can also be powerful influencers of brand preference. To effectively reach this community, develop broader stories on topics that include your winery, as it is oftentimes difficult for writers to feature only one winery or brand," recommended Kate Jones. Jones also suggested concentrating on media specializing in subjects beyond wine, such as travel and lifestyle writers and publications.
Pete Rose commented that customers would respond well to an introductory message about California as they would consider it "polite" conversation, setting the stage for a branded sales message. He also made suggestions on personalizing the winery message. "Offer your customers more experiences with you, such as sending video clips of winery principals or electronic versions of the winery newsletter. Set a goal of cultivating 10 new customers for your wine club each week."
Nancy Light recommended that vintners identify one or two unique characteristics about their wineries to differentiate themselves from the competition. Winemakers might even consider focusing marketing attention on one varietal or a particular wine style that would be memorable and create a "halo effect" for the rest of their portfolio.
Light also suggested adding suppliers and other trade customers to the newsletter mailing list and emphasized treating tasting room visitors like "royalty."
Richard Boone advised wineries to make their tasting room experiences memorable and a reflection of the personality of the winery.
"Do your own research project by choosing a region of California other than your own and visiting six to eight wineries," he suggested. When you get home, make a list of what operations you remember and why. Your list will confirm that it is the unusual and quirky that gets remembered."
Light explained that the Market Development research provides a baseline understanding of U.S. wine consumers' motivation, behaviors, attitudes and perceptions of California wine and the category in general. In the coming weeks, the Wine Institute Market Development Task Force will be refining the "California idea" and key message points, which the industry can use to strengthen, sharpen and better target their marketing activities.
About Wine Institute
Wine Institute is the association of 887 California wineries and affiliated businesses whose members account for 85 percent of U.S. wine production and 95 percent of U.S. wine exports. Established in 1934, the organization is dedicated to initiating and advocating state, federal and international public policy to enhance the environment for the responsible consumption and enjoyment of wine. Wine Institute seeks to broaden public understanding of the wine industry and its role in the American economy, lifestyle and culture.