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Wine marketing has never been a walk in the park. Over time, it has become crucial for wineries to master their wine marketing strategies and keep up with alcohol consumption trends to increase sales. Wineries around the world are not only competing against each other, but consumption patterns are also changing. That’s why wineries have to align their marketing strategies with new consumer trends. So how do you Maximize Your Winery’s Digital Marketing?
Here is the analysis of emerging consumer trends and wine marketing strategies that wineries can use to maximize their digital marketing and boost their sales
The landscape for winery marketing communications is changing rapidly with the advent of increasing social media use and the shift to new technologies and digital platforms for traditional wine communications. – Nancy Light, Vice President of Wine Institute Communications.
Consumer Transparency Is A Must
Over time, consumers have become more pinky and educated than before, and they first gather all the information about wine before making a purchase decision. Consumers want easy access to the price list and any other information about a product. Moreover, the increased access to information via the internet has also enabled consumers to compare products and verify all data. Transparency also applies to the storage, transportation, and traceability of wines. As a result, winemakers around the world have begun to specify and complement the detailed list of the materials used on their bottles and ingredients used in the production. Since wineries have limited space and a lot of information, marketers can use QR code for storing facts, and any other additional information consumers may want to know about a service or product.
Adaptation and Agile Thinking
Individuality is at the heart of any marketer that wants to thrive in the 21st century. Brands have become customer-centric, and customers want to invest in products that are as personalized as possible. As a result, adoption of wine marketing strategies and brewing unique brands that are meaningful to the needs of consumers has become crucial. Winemakers have become more consumer-centric than before to try to revamp their marketing strategies. Wineries that have already detected this trend are using bottles that have the label of the identity of the customer to boost their wine marketing efforts.
Wine Events and Tastings
Drinking wine in the basement with friends while listening to classical music can go a long way to enhance customer experience and increase the success of your marketing efforts. Wineries around the world now take part in outdoor events or hold open events to get closer to their target audience. While this isn’t a new way to increase sales and spread the word about a product, it is still useful in marketing. Wineries can take advantage of these events to present themselves and get close to their customers and win new ones. However, winemakers need to be bold and use wallpapers, branded wine glasses, and balloons to increase the success of their marketing efforts.
Of course, almost all consumers are concerned about their surroundings. In recent years, winemakers have shifted their focus to the processing and production of wines and spirits that are friendly to the environment. Breweries that care about animal welfare, climate change, and the environment have a higher selling success. The same applies to marketing since consumers prefer to buy low sulfite, organic, and natural wines.
One case study shows how a local winery is doing it.
Shoppers are always interested in knowing any story hidden behind the background of a brand. Such stories give alcohol drinkers an opportunity to experience their favorite brands on different levels. Factors such as appearance, smell, and taste are no longer enough to evoke a special feeling to a consumer or prospect. For example, winemakers operating in a market filled with cheap products can produce unique alternatives that can appeal to their customers.
The key to boosting alcohol sales is to invest in eco-friendly production practices and high-quality raw materials. Recent alcohol marketing trends revolve around videos, so it’s time for wineries to use videos to discuss people behind the wine, winemaking process, and vineyard.
Flavor Specialization vs. Variety
Though consumers feel that the market has no variety, it seems that winemakers are producing the same flavors. In response to this trend, wineries around the world are offering specialized products to meet the needs of their target segments. Large assortments of wines are no longer economically feasible and necessary for a successful distributor marketing strategy.
Website Optimization and Experience
Having a website that mirrors the amazing in-person experience that your winery provides is a must. A great website that aligns with user expectations and provides a great experience is key to extending and reinforcing your brand throughout the customers journey.
A great website design should include more than just being pretty. Winery websites should include:
- Search Engine Optimization – to help the local market and people traveling to the town your winery is located within find you or the events you are having.
- Information Architecture – making sure the users are finding the information they need is key to a great user experience.
- Sales Opportunities – Not all wineries can sell alcohol on their website, but there are opportunities to expand your products into wine inspired home decorations, wine accessories, and branded products.
- Great Imagery – This can include professional photography of your wine, location and events; videos and drone videos of your facility, or even 3d photography of your winery or wine bottles.
- Mobile Optimized – Recent research has also shown that millions of people are using mobile phones to browse online, so wineries might consider making their web pages compatible with mobile devices. With a great user experience comes a higher propensity to buy.
Well-Being and Health
Of course, every consumer is out there to find a balanced life. Even in their pursuit of pleasure, consumers are concerned about their well-being, and thus, everyone has an interest in their surroundings and the welfare of the whole community.
Wineries want to give their customers a feeling that their purchase contributes to their well-being.
Wine clubs that cater to wine enthusiasts are still a hot trend that provides incremental sales to wineries.While tasting rooms account for 47 percent of Direct-To-Consumer (DTC) sales, wine clubs are a close second at 33 percent, making them one of a winery’s most profitable business channels.
Nearly every wine brand or retailer with marketing know-how use clubs to nurture relationships with VIP customers and to generate significant revenue streams. The best wine clubs appeal to hard-core wine lovers with benefits such as first access to special bottling or invitations too exclusive dinners, tastings, and events.
Social networking platforms offer a new platform for brands to interact with their target audiences. It gives marketers an opportunity to segment their audience according to their purchase preferences and personal information, and it speeds up the spread of media message to millions of people.
Winemakers can use platforms such as Facebook and Twitter to send videos and pictures of the current state of their cellar, vineyard, and wine sales. Winemakers also have to respond to their customers and let them know that they always care about them. Pinterest, Instagram, and Facebook are the most used social media networks by wineries to engage customers.
Instagram is the best platform for customer engagement because of its ease of use. Her tips include; telling real stories that go beyond facts and figures and focus on current trends; know if the audience is trade media or lifestyle and pitch for their “beat”; and get wine to the influencer. – Juliana Colangelo, Colangelo & Partners
Arial Photography and Drone Videos of Wineries
There is not much more beautiful than a high-quality flyover shot of a winery during the fall when the grapes are ripe and the landscape is flourishing.
For marketers seeking cut-through content, capturing aerial drone photography is a great tactic to stand out from the crowd and give your users a birds eye view of your beautiful facility.
User Generated Content
User-generated content is basically content related to a brand that is voluntarily produced by its customers. With over 60 million images uploaded to Instagram daily, UGC is among the most scalable ways for wineries to showcase products, celebrate fans and drive revenue. Which is why encouraging and sharing user-generated content on Instagram is becoming an incredibly popular and effective tactic for wineries.
Wine drinkers users are happy to share their pics of their favorite wine or their tasting experience, and get them reposted, so long as they’re getting credit in the caption.
Remember Millennials and The Y-generation
The Y-generation is looking for options in almost all aspects of their life including eating, entertainment, and work. Their wine and spirits consumption is on the rise and will continue to grow over time, so it makes sense for wineries to relook at their wine marketing strategies to get closer to their wishes and needs.
Youths want to invest in packages that are suited for the size of their wallets and nomadic lifestyle. Wineries have now started to sell wines in smaller bottles than before to get closer to the millennial generation. Wineries in countries such as Australia and France have already begun to sell wines in tubes that have the same capacity as a wine of glass. Such packages can add value to wine marketing efforts and reduce production and processing costs since wine bottles are sold at a higher price.