Wine Competitions: Factors to Consider When Selecting

wine-competitions-2015
by Ben Palos

Almost every week, your inbox receives another wine competition deadline reminder. With so many options for wine competitions, it’s important to choose which ones are worth the money, time and effort. We consider the following factors when helping clients select their list of top-tier competitions.

Why does your brand need a score?

Awards from wine competitions can serve multiple purposes, so make sure you know what you’ll do with the results before you get them. For instance:

  • Provide Sales Team Ammo: Medals allow your sales team to promote a wine’s good results in sales presentations or on point of sales materials.
  • Increase Regional Presence: If your brand needs traction in a specific geographic area, explore the available local or regional wine competitions that have name recognition with consumers.
  • Become the “Most Awarded”: Some brands enter as many competitions as possible and rack up scores and medals so they can claim to be the “most awarded California Merlot,” for example.

Remember, not all wines in your portfolio need a score. Wines that have limited allocation (such as tasting room or wine club only wines) and always sell out each year are typically not good candidates for competitions.

Who are the judges and/or organizers?

Many prominent wine writers are the judges and/or organizers of wine competitions. Entering their competitions is a great way to support this important audience and get your brand on their radar. Browse the list of judges, often prominently displayed on the competition’s website. If there are individuals you want to support or who you know enjoy your wines, then it’s a competition you should consider entering.

What’s the (real) cost?

When selecting competitions, consider more than your monetary budget and the cost per entry. Know how many bottles the competition needs for each entry and investigate requirements for the winners. Will winning wines need to provide additional bottles for a grand tasting event? Will a winery representative need to be present at this event? The costs can add up quickly, so make sure you’re prepared for them.

What We Learned at LuxePack New York

What’s hot in cosmetics? Is “anti-packaging” the new definition of “luxury?”  How are retailer and consumer demographics trends shaping a spirits bottle?

LuxePack NYWe were grappling with these questions — along with thousands of designers, suppliers and marketers of every stripe who descended on New York’s Pier 92 for LuxePack NYC on May 14, 2015.

Jeremy Benson moderated the conference’s only wine and spirits panel, along with Umberto Luchini (CMO, Campari America); Elwyn Gladstone (founder of his new firm, Biggar & Leath, and former SVP of Proximo Spirits); and Jean-Charles Forster, director of sales and marketing for SGP Packaging by Verallia. Here are some key takeaways, in our opinion:

  • There is a rich world of creativity in the bottle shapes, treatments, colors and add-ons in cosmetics that are increasingly inspiring spirits packaging (“A-sort” glass, anyone? It’s the clearest glass often used in high-end cosmetics).
  • Sweeping definitions of “luxury” are invariably useless – one person’s authentic micro-brew package is another person’s Avery label on an overpriced $9 bottle of beer.
  • Wine packaging is boring as compared to many high-end consumer consumable products (but yes, we knew that).
  • For every trend in packaging, there is a counter-trend, so predictions are dangerous.
  • Where to find inspiration? For “place” products, the culture of the people, other categories like olive oil. For easy ideas, cruise eBay.
  • The bottom line for spirits packaging: brand differentiation needs to be crystal clear to consumers in about 3 seconds.
  • Ok, some predictions, from a variety of sources at the event.  “Low tech/hyper local” still has legs.  There is excess demand for craft spirits, but ubiquity will dilute the trend.  Hyper narrow consumer segmentation. Beer will soon have its own “Patron:” a high-price, high-style package. Wine packaging and secondary packaging is ripe for innovation, if it can work around legal and distribution obstacles and prejudices.

Sitting down with Gil Family Estates

New Benson client Gil Family Estates is one of Spain’s leading family-owned and operated wine companies.

IMG_9754Gil Family Estates (GFE) owns and manages 9 bodegas ranging from their home base of D.O. Jumilla to Calatayud, Montsant, Rueda, Toro and others.  Recently brothers Miguel and Angel Gil, GFE General Manger Jordi Flos as well as their US Sales and Marketing partners Blue Ventures Marketing joined us at the Benson offices in Napa to talk over strategic brand messaging.

Here’s what we learned while hosting them:

  • The Gil family has been making wine for over 100 years.  Miguel and Angel are the 5th generation of the Gil family to own and manage the company
  • Gil Family Estates excels in the art of indigenous old vine grape growing.  Some of their vineyards have 100 year old vines
  • They are fanatical about wine quality and are unwavering, pioneering advocates of the up-and-coming, lesser known D.O.s in Spain

Five things I learned on my sabbatical

By Thea Schlendorf

One of the perks of working at Benson Marketing Group is that, after 4 years of being with the company, we are eligible to take a sabbatical trip. After 7 years with the company, I finally exercised this opportunity and took myself over to Australia and New Zealand this past March. Below are a few things I learned along the way.

*Note: WWOOF stands for Willing Workers On Organic Farms. It’s a global program that, in a nutshell, allows for city folks like myself to get the experience of a real working farm or vineyard in exchange for room and board.

A few things I learned on my sabbatical:DSC_0638

IMG_0374 IMG_0373
  1. Both Australia and New Zealand experienced earlier harvests in 2015 than in years past. This was particularly true of the Swan Valley in Western Australia and the Auckland region of New Zealand – the two areas where I was able to spend some time. Auckland saw a drier than average summer which bumped up harvest by about 3 weeks. It also caused our residential water tank to go dry. Twelve wwoofers*, one bathroom in the flat, no running water – a whole host of life lessons were learned.
  2. Turanga Creek, the winery in Auckland where I worked for a few weeks, is all organic (certified) and uses some biodynamic practices. Did you know that the dung used in the preparation involving a buried cow horn must come specifically from a lactating female cow? At Turanga, this employee’s name was JarJar.
  3. Vegemite, Australia’s signature spread, is a by-product of beer brewing as it is made from leftover brewer’s yeast extract. The Aussies do love their beer. Rich in B vitamins, Vegemite was originally marketed as a healthy food product for children during World War II. Rigorous proprietary testing confirms that it is still completely unpalatable to the average American (i.e. me).
  4. Qantas stands for “Queensland and Northern Territories Air Service” – and they serve really excellent food! (Vegemite excepted, though it should be noted that Air New Zealand is no slouch on the food front either)
  5. In the US, we call them flip flops. The Aussies call them thongs. Both names are obviously derived from a physical aspect of the footwear in question. The Kiwis inexplicably call them jandals….and even they don’t know why.

Finally – I learned that I have a new appreciation for New Zealand Pinot Gris wines. I think this variety could really have a future alongside Sauvignon Blanc as an alternative white wine offering from New Zealand. Less aggressively acidic than most Sauvignon Blancs and without those really green aromas and flavors, the Pinot Gris’ I tasted still possessed a refreshing acidity but also a more round mouthfeel and, on occasion, some residual sugar. The wines were sometimes fermented in barrel or saw some lees stirring to get that rounder, creamier texture and put more emphasis on the floral and ripe stone fruit aromas and flavors. Try New Zealand Pinot Gris today if you can find it on US shelves and lists!

What We Learned at Wine MarCom2015

image1Ben Palos and Elizabeth Caravati recently attended the inaugural Wine MarCom 2015, a workshop hosted by the Wine Institute’s Communications Committee in Sonoma. Here are five things they learned:

Take a Long Term View: Virginie Boone, Napa and Sonoma reviewer for Wine Enthusiast magazine, encouraged communicators to take a long-term approach to media relations. Don’t just reach out with a single announcement; take the time to build relationships with writers over a longer period.

Trendy vs Classic: Wine lifestyle expert Leslie Sbrocco pointed out that while alternative white wines (like Vermentino and Gruner Veltliner) are hot right now, classic wine varietals that have a compelling story will always be interesting. You don’t have to chase the current trend to create buzz around your product.

Don’t Be a Wine Snob: Sara Schneider, wine writer for Sunset Magazine, says as people take a less reverent approach to wine, she is following suit. This approach plays well with Sunset’s audience, many of whom don’t have specialized wine knowledge and are looking for a more fun, lifestyle approach to dining and entertaining.

Find Your Unique Story: Dave Mering, founder and CEO of creative agency MeringCarson, suggested wineries find a unique story by exploring their core values in a new context. As an example, MeringCarson implemented this strategy for Disney Meetings, the corporate conference and tradeshow arm of Disneyland, to position it as both the “Happiest Place on Earth” as well as a serious place to do business.

For Big Memories, Think Small: Barbara Talbott, CEO/founder of GlenLarkin Advisors and former CMO of Four Seasons Hotels, emphasized that being memorable doesn’t have to be expensive. If a guest buys a case of wine, always offer to carry it to the car. Are they heading to lunch? Go beyond recommendations: offer to call the restaurant and make a reservation. With little or no added cost, these small details create big “wow” factors to winery guests.

PR 101: Creating an Effective Public Relations Campaign

Why PR?

PR is an excellent tool for raising awareness about your brand. Here’s why:

Credibility
• Press offers 3rd party endorsement of your brand
• “Earned media” is more credible than paid media

Shareable
• PR creates more content than other marketing tools

Searchable
• Brands with content are easier to find online

Cost Effective
• Lower CPM (“cost per thousand impressions”), often <$5 versus $15+ for advertising

The Basic Approach

Before embarking on a PR campaign, it’s important to make sure you’ve created a Brand Messaging Plan. Your Brand Essence will inform the key messages you want to communicate, and which audiences you want to target. Then your PR team can identify the appropriate media outlets who will be receptive to your messages and can share them with those audiences.

brand-essence

What To Look For in PR Plan

How do you know if a PR plan is a good one? Here’s our checklist:

Audiences
• Identifies target demographics and segments and defines opportunities and challenges for each one

Messaging
• Understands what differentiates your brand and proposes novel ways for translating them into story angles

Content
• Logical strategy for creating online content that is searchable & shareable

Tactics
• Suggested actions flow logically from audiences, messages, content
• Warning: “creative story pitching” looks boring on paper, but it’s what you need

Metrics
• Identifies specific #s of placements by media category, CPM or ad equivalency goals

Looking to expand your company’s PR reach? Contact us to find out how we can help.

A Checklist: Benson Marketing Group’s Brand Messaging Plan

One of the most common pitfalls in marketing is to focus on tactics without first defining your strategic goals and messaging. Defining and documenting your messaging provides a compass for all sales and marketing tactics. Best of all, you can do this for free.

Born from years of working with wine and spirits brands of all shapes and sizes, we’ve developed a checklist of exercises that will help lay the foundation of your own Brand Messaging Plan.

The first step is to gather together key decision makers in each functional area (ownership, winemaking, DTC, etc.) and schedule a 4-hour brainstorm meeting. Identify a moderator or two who will lead the discussion, preferably in an offsite location equipped with a large whiteboard and free from interruptions by calls or emails. We also recommend designating one person to take notes.

Here’s the checklist of exercises, in the order in which we think they are best discussed:

  1. SWOT: The basic SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis is a great way to get people to start talking.
  2. Purpose Statement: If money were no object, why would your company still exist? Why would your team want to continue working for you?
  3. Envisioned Future: Pretend it’s 10 years in the future. What were the key milestones that defined your success? Eg, reaching 10,000 cases or being on the list at the French Laundry. (This is less intimidating than asking, “what are our goals?” and you’ll get more insightful responses.)
  4. Brand Essence Wheel: Identify your brand’s essence.brand-essence
  • Values: What concepts are important to and represented by your brand?
  • Personality: What is the core disposition of your brand?
  • Properties: What are the physical attributes and assets of your brand?
  • Essence: After identifying your values, personality and properties, distill these down into the 3-4 basic, inherent qualities of your brand. These become the main concepts that are communicated consistently and repeatedly throughout your sales and marketing actions.
  1. Key Brand Benefit: Identify WHY consumers should buy your wine: “Consumers purchase our brand because it (fill in with solution), and it makes them feel (emotional response).” If you have trouble coming up with this sentence, try this working through these three steps:
  • Capture your brand’s most important attribute in one sentence
  • Provide 3-4 verifiable supporting points
  • Summarize in one sentence why a consumer/trade buyer will care
  1. Positioning Statement: Complete the sentence:“For (target audience), our brand is (differentiated, sustainable position).”
  2. Elevator Pitch: Describe your brand to a stranger in 10 seconds. During the brainstorm, develop this sentence together.

After four hours, stop. These meetings can be tiring for everyone.

Over the next few weeks, synthesize the notes and results of the brainstorm and return with the same group to review, refine and complete the document. You’ll arrive at group consensus on what messages you should – and shouldn’t – use and why. Then, armed with your Brand Messaging Plan, you can get down to the nitty gritty tactical details of creating a PR plan, advertising, email marketing, social media, trade promotions and more.

The process is relatively easy and fun, plus you’ll get the team on the same page and have clear direction on the right tactics to pursue.

This Checklist was adapted from a presentation delivered by Jeremy Benson the UC Davis Wine Executive Program, March 25, 2015.

Looking for help refining your brand strategy? Our team is here to help. Contact us to schedule a consultation.

Sitting Down With Hahn Family Wines

The team at Hahn Family Wines, a luxury Pinot Noir producer in the Santa Lucia Highlands appellation of Monterey County, recently returned from a New York City media tour with Benson Marketing Group.

Owner and chairman Philip Hahn; winemaker Paul Clifton; and president Tony Baldini met with Wine Enthusiast, Saveur and Beverage Media. Plus, they led a Santa Lucia Highlands comparative Pinot Noir tasting and wine dinner. Here’s what we learned while hosting them in the media capital of the United States:

  • HFWinBensonNYCofficeTrading Up: Consumers have become more sophisticated and discerning drinkers, and are seeking higher-quality drink options. This is most apparent in the rising popularity of the mixology movement. But Tony observes this trend is bolstering both the luxury wine and craft beer industries, too. Perfect timing as Hahn has shifted its focus to its luxury wines.
  • Wine on Tap Still Trending: Philip loves wine on tap, and is seeing more on premise accounts adopt the option. Pouring a glass of wine from a tap lessens the burden on bartenders (especially during a rush), always provides the consumer fresh wine and offers higher margins for the account.
  • iPhone Irrigation: During California’s severe drought, keeping tabs on irrigation is crucial. Even while three time zones away, sensors allow Paul to monitor soil moisture in Hahn’s 650-plus acres of Santa Lucia Highlands vineyards from his iPhone. This eliminates guesswork when managing irrigation, which directly impacts both the fruit’s flavor and Hahn’s water conservation efforts.

 

Sitting Down With…SGP Packaging

January 22, 2015 — This week we met with new client SGP Packaging, the US-based division serving North America for world leader Saint-Gobain-Verallia, one of France’s largest companies.

A week before the Unified Symposium, here is what we learned chatting with Jean-Pierre Giovanni, General Manager, and Isabelle Le Graët, Marketing and Account Manager, about the market for glass packaging:
sgp-packaging

  • 3D Printing is Here: SGP Packaging can create 3D mock-ups of bottles with cartouches and other designs. It is a much better solution for helping their clients understand what a design might look like – because it’s right in front of them – than to ask them to envision it using a more traditional 2D sketch. If you’re ever had an architect or contractor tell you, “just imagine what your house will look like based on this blueprint,” you know what we mean.
  • Interior Embossing: At Unified 2015 (see booth #1203) J-P and Isabelle will demonstrate a novel service that embosses the inside of a glass bottle. A bottle full of red wine does not reveal the embossed design until it is emptied. Think about the variety of designs, names, brands, icons you could potentially have revealed as a bottle is enjoyed in a restaurant! We’ve never seen this before.
  • There’s an app for that. Go to Apples App Store and download the iPad app, “Verallia Virtual Glass US.” Design away!

What We Learned at DTC Wine Symposium 2015

One advantage of organizing the event this year is that we got a sneak peek at all the presentations and keynote speeches before the January 14-15 program. Here are some key takeaways that piqued our interest:dtcws-2015-recap

  1. “Mass will be massive”:. By 2017, ShipCompliant projects MA will generate $80 million in wine shipment value, and in the top 10 wine-receiving states.*
  2. The DTC Growth Opportunity: The DTC sales channel now supports about $2 billion in wine sales, yet it represents only about 3% of total U.S. wine sales. .*
  3. Tasting Room Abandonment: A staggering number of wineries don’t systematically capture contact information for tasting room visitors. There are some new tools – such as Winery Finder App and Vino Visit – that make this data capture easy and efficient.
  4. The Digital Divide: Mobile usage continues to grow across the board. Vin65 reported that mobile accounted for nearly 1/3 of traffic to all their websites in December 2014.** Mobile ecommerce is also growing rapidly. However, many wineries are unprepared for this shift.
  5. The 80/20 Rule Lives: The top 20% of wineries selling the most direct vastly outperform their competitors, making up 88% of ecommerce sales.*** Both Vin65 and WineDirect cited a focus on email marketing as the #1 differentiator of those top 20%.
  6. Boomers vs. Millennials: Boomers still spend most, but Millennials are growing fast. In 2014, Boomers represented 51.4% of wine sales by volume, but purchases were down 5.9%. By contrast, Millennials made only. 8.5% of wine purchase by volume, but they grew by 57% last year.*
  7. The Explosion of Pinot: Shipments of Pinot Noir increased by almost 25% by volume in 2014 alone, and the value of Pinot Noir shipments have increased 94% since 2010. Pinot Noir is the #1 shipped wine to California and New York State.*
  8. People Are Ordering More – and More Expensive – Wine: The number of bottles per shipment in 2014 increased to 6.17 from 5.74 in 2013. The average bottle price in 2014 was up 1.6% YOY to $38.40.*
  9. The Rise of Oregon: The Ducks didn’t win the Big One, but Oregon wineries won big in 2014: 46.3% growth by volume and 53% growth by value of wine shipped. This was more than double the growth experience by any other wine region in the US.*
  10. We’re Not Done Yet: Since 1997 we’ve gone from 17 to 42 legal direct shipping states, representing 90% of adult population.. We’ve come a long way, but we aren’t done yet! Now that we’ve succeeded in Massachusetts, next up are Pennsylvania, South Dakota, Indiana, Delaware, New Jersey and others.
  11. Delivery on Consumer’s Terms: FedEx can make a residential wine delivery on Saturday, at a time the consumer can specify, on their mobile app. We didn’t know that.

Ok, finally, even a fire alarm in the middle of a wine conference of 425 professionals won’t necessarily disrupt the proceedings!

For more insights into DTC Wine Symposium 2015, check out Cathy Huyghe’s great recaps on Forbes: Day One & Day Two. Download the full ShipCompliant/Wines&Vines 2015 report here (thank you ShipCompliant and Wines & Vines!): http://info.shipcompliant.com/2015-direct-wine-shipping-report

 

* Source: ShipCompliant 2015 Report
** Vin65
*** WineDirect