Wine Industry Sales Symposium tackles the generational divide and post-pandemic hesitancy
By Alexandra Russell
The recent Wine Industry Sales Symposium (May 11, 2023), included a full day of sessions designed to help streamline sales strategies and improve outreach to underserved audiences. No matter the primary topic of a session, questions invariably came back to a few central themes: attracting a younger and more diverse consumer cohort and bringing your customers back to the tasting room after years of pandemic shutdowns. Though much of the day’s discussions centered on social media and newer forms of outreach, the day started with a focus on traditional media outlets and how they’re adapting to our shifting culture.
Adapting your story
In the panel “Adapting Your PR Strategy for an Evolving Media Landscape,” moderator Stacy Briscoe of Wine Enthusiast asked whether traditional wine media outlets, writers and critics are becoming obsolete. The panel unanimously agreed that’s not the case. “[They’re] still relevant, but publications and media are facing the same challenges as wineries — how to stay relevant in this changing world,” said Colangelo & Partners Senior Account Supervisor Michelle Erland.
Wine marketing consultant Rebecca Hopkins added, “[The landscape] has changed more in the last 5 years than it did over the last 50 years. What’s becoming more important is the relationship side of how you work with the press. It’s a matter of prioritizing your targets.”
Balzac Communications & Marketing President Mike Wangbickler said marketing success looks different for different wineries — and for different wines. “First look at the audience you want to target,” he advised. “What is your ideal client profile for each wine. See who is writing about similar wines and who is reading what they write. Then focus on those outlets that speak to the kinds of wine you sell.”
Established PR tactics center around storytelling, and that isn’t going to change. What’s shifting is what elements of the story you prioritize, how and where you tell those stories — and to whom. “We have to listen more and hear the feedback,” said Erland. “It’s not a one size fits all model.”
Wangbickler doubled down: “Think about what the experience is for the customer and the writer. Think about what kind of experience [you] want them to have with [your brand]. What does that relationship look like?”
Be present and relevant
The conversation continued in “Strategies & Tactics for Engaging New Wine Enthusiasts.” Moderated by Kristen Reitzell, SVP communications, digital marketing, e-commerce for Jackson Family Wines, panelists jumped right in, offering tangible ideas for engaging elusive younger (and diverse) drinkers.
Citing the fierce competition for consumers, Jermaine Stone, founder of Cru Luv Selections, asked, “Where are your younger consumers? Both physically — clubs, colleges — and online. What are they looking at and engaging with? Look for co-branding opportunities, work with influencers. Even local celebrities can bring new audiences to your brand.”
“Bring people on your journey,” advised sommelier and wine media creator Amanda McCrossin. “Everything is content. Show the chaos; it makes you feel more approachable.”
Taking this one step further, McCrossin offered a bit of tough love: “Do we really need more drone shots of vineyards?” she asked. Instead she advised (and the full panel enthusiastically agreed), “Contextualize your content. Tell us why it’s relevant. And stop being so serious. Try humor, try music, try fun.”
Stone emphasized the need to be aspirational with your brand. In contrast to exclusivity, he explained, creating an experiential and immersive space can create connection and solidify brand loyalty. “Think about cultural moments — festivals, gatherings, celebrations and causes — and find ways to insert yourself. Consider samples and in-kind donations to introduce your brand to new audiences.”
Ultimately, the panel agreed, meet younger consumers where they are and engage with them in a way that they appreciate. And understand that segmenting your audience and engaging on multiple platforms will yield results beyond non-segmented marketing.
Capture key data
Since the pandemic, wineries have struggled to recapture audience share in their tasting rooms. The panel “Growing Your DTC Sales Without the Traffic,” faced this challenge head-on.
The discussion began with a data-driven presentation by John Keleher, founder of CommunityBenchmark, who tracked declines in average order value (AOV) and revealed that only 18% of tasting room staff gathers contact information from visitors on a regular basis. That’s lost opportunity and lost revenue.
“Capture contact information from everyone who enters your tasting room,” advised moderator Jennifer Warrington, the glue at WISE, “not just the person who made the reservation.”
“There are two ways to increase sales,” added Keleher. “The first is to increase the number of visitors. The second is to increase the dollar value of each visitor’s purchase.” By balancing both, wineries can grow revenue while also growing their audience.
Panelist Haley Rose, director of DTC sales at Peju Winery, emphasized loyalty and retention. She advised, “Review your onboarding process [for new members]. A bad first experience can lose a client. We offer concierge-level service for the first year of membership.
“We ask and make sure to contact our members how and when they prefer. That could be email, text or even phone outreach. We contact them often but always with meaningful and targeted information. We track what they buy so we can reach out with offers tailored to them.”
Walter Carter, director of hospitality for Danza del Sol Winery and Masia de la Vinya Winery, uses onsite events to grow his memberships. By allowing current members to bring guests, Cater widens the data pool. “Capture everyone,” he said, referring to gathering contact information from visitors. “Once we have them in our system, we can use incentives to bring more people into the fold. We use strategies such as ‘member for a day’ to incentivize new buyers.”
Rose and Carter agreed that reducing barriers was key to increasing traffic and sales. “Make visits and buys easy,” said Carter.
To summarize the day: understand the generational differences between your customer populations and segment your marketing appropriately; make an effort to reach consumers where they are and with relevant messaging; and treat customers (existing and potential alike) with suitable incentives and A-level service.
If you missed the event and are curious about the program, select sessions will be available to watch on June 14, 2023. Visit the Wine Industry Sales Symposium website and signup for the broadcast.
