Celebrating the Women Behind Wine

With each glass selected, we have the opportunity to champion women and the other underrepresented winemakers in our communities.

To celebrate Women’s History Month,  today we spotlighted four spirited women from coveted regions across the U.S. as well as South Africa in a virtual tasting for press. (For some additional background, these stories in Uproxx and News-Press feature women in wine including our clients described below.)

Sharon Fenchak

Sharon Fenchak, Winemaker for Biltmore Wines

Sharon joined the team at Biltmore Wines (you’ll recognize that name from the Biltmore® Estate in Asheville, NC) in 1999 and is Head Winemaker as of 2018. She oversees wine production not only from Biltmore’s estate vineyards in North Carolina, but also with fruit sourced from key growers and partners in prime wine appellations on the west coast as well. In this way, she is crafting a storied wine portfolio for Biltmore to continue the legacy of hospitality set by George Vanderbilt himself. Share in some of this storied Vanderbilt hospitality by enjoying a Biltmore wine with your friends and family! Two wines to try:

Biltmore Reserve Chardonnay North Carolina 2018, SRP $24

Biltmore Estate American Cabernet Sauvignon 2019, SRP $22

Megan McCullough

Megan McCollough, Winemaker for Smith & Hook, of Hahn Family Wines

Megan McCollough, Winemaker for Smith & Hook, leads Hahn Family Wines’ Central Coast red wines that pay homage to the Hahn family’s first Monterey County properties, known today as the Smith Vineyard and Hook Vineyard. With nearly a decade of winemaking experiences under her belt, McCollough is setting an example for other young women winemakers in California. Try some of her latest reds:

Smith & Hook Cabernet Sauvignon 2018, SRP $25

Smith & Hook Proprietary Red Blend 2017, SRP $25

Smith & Hook Reserve Cabernet Sauvignon 2018, SRP $45

 

Linda Trotta, North Coast Winemaker, WX Brands

Linda Trotta –  With 30+ years in the industry, Linda has worked harvests around the world including Italy, South Africa and Chile. One thing she is most proud of in her career is that in her leadership role(s), she mentored and developed talent who have gone on to make their own marks of excellence in winemaking and viticulture.  In her role with WX Brands, she she has received numerous accolades for her wines, including a Wine Spectator Top 100 selection for her 2018 Reata Sonoma Coast Chardonnay. We recommend:

Reata Sonoma County Chardonnay and Three County Pinot Noir ($25)

Silver Spur Lake County Sauvignon Blanc 2019 ($18)

Silver Spur Napa Valley Cabernet Sauvignon 2017 ($28)

Elunda Basson

Elunda Basson, Winemaker for Steenberg Vineyards

Steenberg Cellarmaster Elunda Basson is an accomplished winemaker and respected specialist of her craft. She joined South Africa’s Steenberg Vineyards in June 2019 at the pinnacle of an illustrious career spanning more than two decades making still and sparkling wines for leaders in the industry. Located in South Africa’s storied Constantia wine region, Steenberg Vineyards can also boast of being the oldest registered farm in the country, dating to 1682. Today the property thrives under Elunda’s expertise, producing some of the best Sauvignon Blanc wines in the country. Steenberg’s distinctive terroir results in wines exhibiting freshness, elegance and finesse. Alongside Sauvignon Blanc, the vineyards are home to Bordeaux varietals and one of the few investments in Nebbiolo in the Cape area.

Check out this truly unique take on Sauvignon Blanc — traditional method sparkling twist on everyone’s favorite varietal!

NV Sparkling Sauvignon Blanc ($18)

Contact Alex Parker, parker@bensonmarketing.com, to connect with these women and their wines.

Among many other outlets, FirstLeaf (not a client of Benson) featured a blog post in March on women re-imagining the industry.

Balletto Vineyards

Preparing for H2: 4 Marketing Projects to Tackle Now

What can strategic marketers do in the next few months to plan for a successful second half of 2021?

In this post we make some assumptions based on economic data and recommend specific actions for preparing for a successful H2.

Let’s Start with Assumptions

It’s March 16, 2021. As we write this post, we can make some relatively safe assumptions drawing on current economic data and consumer behavior:

  • Massive Economic Stimulus: Stuck at home, America’s retail sales jumped 7.4% in January versus January 2020, even before the latest stimulus checks. America has $1.6 trillion in excess savings during the past year, according to The Economist¹. And unemployment is forecast to drop below 5% by year end. With relatively low inflation, low interest rates, high asset values and pent-up demand, there’ll be a lot of cash sloshing around the U.S. later this year. Who doesn’t want to go on vacation and visit a favorite restaurant?
  • Consumers Reward Convenience: We all know delivery and DTC is the new norm. Winery DTC shipments jumped 27% in 2020². Wine.com’s “StewardShip” program is booming. And investor money is following the trend: Uber is absorbing Drizly and Vivino got a large cash infusion Not to be left out, many states are considering beer and spirits DTC legislation.
  • Competition from Everywhere: Competition for consumer attention is coming from more places, with more brands, with more backing. Robust retailer DTC sales, new delivery channels, third party providers, new e-platforms, suppliers entering new categories, the e-premise, etc.

Approaching Uncertainty

Will COVID vaccinations go faster or slower? Will new COVID variants affect the return to “normal”? Will we enter a period like the “roaring 20s”?

While we can’t predict the future with much precision, it appears likely that consumers will have the willingness and means to spend more this fall.

Maybe more importantly, does anyone believe we will return to the “before times”? Can wineries rely on winery visits to drive all club memberships, or rely on 90-point scores and a $100 Facebook monthly budget to define their marketing mix?

Of course, we need to take our brands to consumers, not wait for them to find us.

We assembled a few practical actions to take now. The list isn’t meant to be exhaustive, or to represent a long-term strategy. It’s meant to be a useful checklist for a solid but agile H2 plan.

  1. Refine Brand Identity: Lean into your values – there’s a market for that. Brand marketing is not about a SKU, a price, and a rating. Plan a 30-day brand identity blitz to document what’s important to your company. Great marketing is about narrowing your message, not comprehensiveness.
  2. Invest in 3-tier Digital: Advertising on Facebook, Google, and other platforms isn’t just for DTC sales. Build brand awareness and support your retailer partners with legal, geo-targeted Facebook/Instagram advertising (mention no less than 3 retailers in a social post to avoid tied-house issues). It’s not expensive –start testing what works at a minimal spend.
  3. Seek out Partnerships: Work with brands or well-vetted influencers in other product/service/interest categories that attract your target demographic: home entertaining, home decor, gardening, skiing, tennis. Test interests that correlate postively with your brand identity, and create bridges to new prospects.
  4. Think 360-degrees: Include your outside agencies and subcontractors in brainstorming so you can integrate and leverage their marketing ideas. Outcome? Better results for the same money.
Balletto Vineyards

Balletto Vineyards

Let’s Calendar That

April – May

  • Refine Your Brand Identity: Hold 2-3 brainstorming meetings with your team to do a quick-and-dirty SWOT analysis, identify key brand benefits and your unique selling proposition. A few standard exercises will better direct marketing and sales.
  • Research Partnerships: Identify and approach a few other brands or influencers for potential holiday partnerships, or for spring and summer 2022.
  • Set Your H2 PR Plan: Define what story angles are pitched to press, when, and how. Consider virtual tastings and events.
  • Engage your Partners: Include any agencies or subcontractors in your brainstorming.
  • Digital Advertising: Identify key holiday promotions and start developing landing pages and creative.
  • Influencer Marketing: Identify a diverse group of influencers and match them with key brand messages; schedule giveaways and IG takeovers through the end of the year.

June – July

  • Test Facebook Advertising: Setup a rapid-fire test of different creative, formats, audiences, etc. Owners and senior managers: dig into the numbers. You don’t have to be a social media expert to learn what’s working and not.
  • Retail Sales: Test some geo-targeted, digital ads to drive impressions and brand awareness in your key retail markets as a precursor to a larger Q4 spend.
  • Campaign Themes: Finalize one promotional theme per month for SOND, if you haven’t already. For example, build a campaign of social posts, ads and PR to support a new wine introduction in September.
  • Instagram: Schedule IG Lives with key team members (winemakers, viticulturalists) to share harvest season updates.

August

  • Finalize SOND Action Plans: Finalize metrics and goals, campaign responsibilities and accountability. Create an internal campaign theme to rally the whole team behind the effort.
  • Finalize Marketing Creative: Finalize digital, social media and PR creative assets such as copy, images, video, infographics, etc.
  • Finalize Digital Ad Spend: Plan to spend more during in November through December.
  • Influencer Marketing: Schedule holiday giveaways with key influencers and schedule practice sessions.
  • Instagram: Stay flexible with IG Live as harvest schedules shift.

Let's Calendar That

September – December

  • Execute starting in September. Don’t wait.
  • Monitor and Adjust: Be flexible. Don’t be afraid to adjust digital ads, PR story pitches and other actions if the actuals don’t match up well with goals.
  • Watch Ad Costs: Digital platforms will likely get pricey as we get into late October and early November as larger advertisers increase auction costs. Consider shifting ad objectives to not overpay.
  • UGC Content: Watch for key pieces of user generated content and share via IG Stories to connect to your audience.
  • PR Blitz: Anticipate an uptick in articles recommending what to buy for holidays and gifting, Ensure you are on the radar of press and can provide them with links to your e-commerce cart  for readers/consumers to use. Review online content and e-store functionality to remove any barriers or old information.

Sources and Resources:
1. The Economist, March 13-19, 2021, Leaders section.
2. SOVOS ShipCompliant/Wines Vines Analytics 2021 Direct Shipping Report.

Positive on Paso: Why you should be looking at Paso Robles for Cabernet Sauvignon

Positive on Paso: Why You Should Look to Paso Robles Cabernet Sauvignon

Cab is still ‘king’ in the U.S. wine market, but 2020 has shown it’s time to start looking at the areas these wines come from differently. According to Sovos ShipCompliant data, Cabernet is still the most ordered varietal, but the price per bottle is dropping.

And why is that?

COVID-19 lockdowns drove many people to buy online, and many of those buyers were in the Gen X and Millennial generations, an important demographic for the present and future of the wine industry. Looking for good value in the bottle, they migrated towards Cabernet’s NOT from pricey areas like Napa Valley.

Enter Paso Robles.

This region has long been known as a region that delivers all of the fruit and structure wanted in a Cab for more approachable prices. These are wines to enjoyed with family and friends at any time and not stored away for special occasions. But don’t take our word for it. Explore these Paso Robles clients, their winemakers and wines with our webinar, “BensonLive Presents: Positive on Paso Cab,” an interview with four winemakers taped June 24, 2021, located here on our YouTube channel.

Clockwise from top left: Kip Lorenzetti, Anthony Riboli, Roy Takigawa, Megan McCollough

Megan McCollough, Smith & Hook, Hahn Family Wines
Megan McCollough, Smith & Hook Winemaker, leads Hahn Family Wines’ Central Coast red wines that pay homage to the Hahn family’s first Monterey County properties. With nearly a decade of winemaking experiences under her belt, McCollough is setting an example for other young winemakers in California. Try one of her latest wines from Paso Robles: Smith & Hook Reserve Cabernet Sauvignon, SRP $45

Kip Lorenzetti, Chronic Cellars
Kip Lorenzetti’s winemaking career has taken him around the world, but he has called Paso Robles home for more than five years. Prior to Chronic Cellars, he was the winemaker at Wild Horse Winery & Vineyard, a pioneer in the Paso Robles area. It is the mission of Chronic Cellars to bring the nuances of the 11 different sub-AVAs in Paso into its wines. Good wine is in the winery’s bones.
Check out something noble with Chronic Cellars Sir Real Cabernet Sauvignon, SRP $15

Rob Takigawa, True Myth
Rob has been making wine in SLO County for over 20 years. Each vintage has furthered his knowledge of growing and making excellent wine in Paso Robles. A native of the Central Coast, Rob is a graduate of Cal Poly with a Soil Science Degree. After first understanding the science side of wine, Rob was inspired to get his hands dirty and ventured into the in winemaking side in 1997. From there he has never looked back. Taste his experience in Paso through the latest vintage of True Myth Cabernet Sauvignon, SRP $24

Anthony Riboli, Highlands 41, Riboli Estates Group
Fourth generation family winemaker Anthony Riboli received his M.S. in Viticulture from the University of California, Davis. Since apprenticing under Michael Weis at Groth in Napa Valley, he has lead winemaking and grape growing for the California portfolio at Riboli Family Wines. Anthony’s foremost goal has been a meticulous focus in the vineyards as well as winemaking at Riboli Family’s state-of-the-art facility in Paso Robles. Start your Paso Robles adventure here: Highlands 41 Cabernet Sauvignon, SRP $15

Contact Thea Schlendorf at schlendorf@bensonmarketing.com to connect with these winemakers and their wines.

Barton & Guestier

Benson Adds Barton & Guestier, Veuve du Vernay to Roster

Benson is proud to add two new brands to its client roster to begin the new year: Barton & Guestier, and Veuve du Vernay. The campaign includes consumer and trade press coverage and digital marketing support services.

Barton & Guestier: Reviewed by Thomas Jefferson!

Founded in Bordeaux in 1725 by the Irishman Thomas Barton, Barton & Guestier is the oldest wine house in Bordeaux. The brand  has developed a premium brand strategy based on AOC and varietal wines from Bordeaux, Loire, Burgundy, Beaujolais, Rhône Valley, Languedoc, Provence and Gascony.

With almost three centuries of experience, B&G combines the authenticity of the appellations with the consistency of quality and the typicity of each vintage.

This month, Barton & Guestier releases the newest vintage of their Côtes de Provence rosé wine, Tourmaline, to the U.S. market. Made by Véronique Florentin, newly appointed head of winemaking of Provençal wines for Barton & Guestier, the 2020 Tourmaline is a true-to-type Provence wine showcasing the authenticity of the appellation and its world-renowned style.

Fun fact: Barton & Guestier was the first wine brand imported to the U.S. and was recommended by President Jefferson.

Veuve du Vernay

Veuve du Vernay

Veuve du Vernay: Vive la Vie!

Veuve du Vernay is the leading French sparkling wine brand in the U.S., channeling classic Parisian lifestyle and joie de vivre.

Veuve du Vernay captures both the traditional and the modern. Whether serving the elegant Brut or the flirty Ice Rosé, these wines elevate all occasions.

Fun fact: Veuve du Vernay was founded by Robert Charmat, son of the scientist who patented the Charmat Method of producing sparkling wines. Robert named his wines for a widow in Vernay who helped his father during his early winemaking days. (Veuve in French means widow.)

Today, Veuve du Vernay is produced by Patriarche and made by winemaker Maryline Gianna. Founded in 1780 in Beaune, the heart of Burgundy, Patriarche is a leading wine producer in France with two areas of focus: Burgundy appellation wines and fine sparkling wines.

Chronic Cellars

Chronic Cellars: New Look, Same Attitude

January 26, 2021—Paso Robles, CA—No wallflowers here. Chronic Cellars, the Paso Robles winery known for making seriously good wine for people looking for a dose of adventure, is getting a fresh look for 2021. Inspired by the same disruptive approach to traditional wine culture on which Chronic Cellars was founded, the new package communicates a fresh and imaginative take on what it means to make ‘wines with character.’

Reimagined from the bottle to the capsule, the new look for Chronic Cellars starts with a distinct label on embossed, high quality textured paper that gives the artistic, colorful Chronic Cellars characters their rightful stage below a refined logo. The bottle also gets an attractive upgrade fit for Chronic Cellars’ highly acclaimed wine. An elegant new gray capsule and an updated signature skull icon tops the updated package.

“More than 15 years ago, Chronic Cellars shook up the traditional wine world with bold labels and witty names, while never compromising on wine quality or style,” says Chronic Cellars Winemaker Kip Lorenzetti. “Our new look communicates a continued commitment to that promise we made to our fans all those years ago. Great wine is in our bones.”

The legend of Chronic Cellars dates back to 2004 when founders, Josh and Jake Beckett, combined their winemaking skills with their wit and passion for fun to turn an idea into reality. The brand’s high personality wines garnered both critical acclaim as well as an extremely loyal fan base in the process. In 2020, founding Winemaker Josh Beckett handpicked Winemaker Kip Lorenzetti to carry on the Chronic Cellars mission of creating wines with character that showcase Paso Robles’ unique terroir and infinite possibilities. Today, Kip has completed his first vintage as Chronic Cellars head winemaker working alongside his friend Josh.

“I couldn’t be more thrilled with how the new line up looks,” added Lorenzetti. “It vividly brings to life the outstanding wines we are making and beautifully shares our vision for the uninitiated.”

Chronic Cellars Wines at a Glance: Six Chronic Cellars wines are available nationally at retailers and restaurants across the country and select countries outside the U.S., including the United Kingdom, Canada and Japan.

  • Chronic Cellars Purple Paradise Red Blend: Catch a lucky break with this Zinfandel-dominated blend that bursts with juicy blackberry, dark cherry and enchanting whispers of mocha.
  • Chronic Cellars Sir Real Cabernet Sauvignon: Noble to the core, this Cabernet Sauvignon delivers layers of black fruit, plum, and bright cassis for a balanced mouthfeel.
  • Chronic Cellars Suite Petite Petite Sirah: Impossible to forget, this seductive stunner brings bodacious flavors of bursting blackberries, blueberries, anise and a subtle hint of cacao.
  • Chronic Cellars Sofa King Bueno Red Blend: With wit and confidence for days, this savory blend weaves together a zing of black pepper, luscious black and blue fruits and cool, earthy flavors.
  • NV Spritz & Giggles Sparkling: Spritz your senses with refreshing aromas of citrus blossom and a hint of apple. Then, giggle as crisp effervescence meets notes of ripe peaches and hints of pear.
  • Chronic Cellars Pink Pedals Rosé: Sit back and enjoy the ride with aromas of watermelon and rose petal. Then coast on to flavors of strawberries and a splash of citrus.

Chronic Cellars wines retail from $16.99 to $25.99 and are available at wine retailers nationwide or online at www.chroniccellars.com. Follow Chronic Cellars on Instagram and Facebook.

Press Contact:
Alex Parker
Benson Marketing Group
parker@bensonmarketing.com
707.266.8917

Wines of Languedoc Sud de France

Languedoc Wines End 2020 on High Note

Languedoc Wines US Wine Trade Success with Wine.com Sales and Strengthened Trade Relationships

New York, NY – January 13, 2021 – Languedoc Wines (the CIVL – Conseil Interprofessionnel des Vins du Languedoc) has seen admirable success in 2020, even in this most unusually challenging year. Carefully considered partnerships with Wine.com and Napa Valley Wine Academy addressed retail sales and trade education goals for U.S. wine trade and kept the region top of mind with these key gatekeepers and decision makers.

Languedoc Wines and Wine.com Partnership

Languedoc Wines partnered with Wine.com for a special promotion of the region’s wines at the nation’s largest online retailer. This partnership yielded $1.36 million in sales revenue for Languedoc Wines (June – December 2020) and the YOY growth percentage by month outpaced that of Wine.com as a whole. The partnership also spurred expansion of Wine.com’s category search by Region to include South of France. Languedoc and its appellations were also added as search terms, giving deserved recognition to these wines from France’s largest wine region.

Languedoc Wines and US Trade Education

Citing support for top tier wine education as a pillar of the region’s long-term strategy, the CIVL also partnered with Napa Valley Wine Academy to create a range of education opportunities. These included an webinar on the region and its wines, a WSET Diploma level scholarship and a second iteration of the Languedoc Wines National Sommelier Challenge. An updated Regional Guide for Languedoc is also available on SevenFifty Daily.

The winner of the 2020 Languedoc Wines WSET Diploma Scholarship is Irina Ponomarenko, a wine educator living in Los Angeles and the winner of the 2019 Languedoc Wines National Sommelier Challenge. This contest included a written essay on key elements influencing winegrowing in Languedoc, as well as global market positioning given the leadership of the Languedoc region in both organic winegrowing and rosé wine production. At the end of October, the region announced the two winners of the 2020 Languedoc Wines National Sommelier Challenge; Melissa Graeff (Kysela Pere et Fils, LTD) and Miranda Elliot (The Elliot Wine School). Watch an interview with each on NVWA’s Instagram account.

“As the largest wine region in France, and the leader in French organic viticulture, Languedoc, South of France wants to be top of mind with U.S. trade and educators as a dynamic source for incredible diversity and innovative, high-quality winemaking. Through these activities we have strengthened our relationships with members of the U.S. wine trade community and we look forward to continuing to work with them”, says Miren de Lorgeril, wine producer and CIVL President.

About Languedoc Wines

The Languedoc is France’s largest wine region with a history of innovations in winemaking dating back to the Middle Ages. Stretching along the Mediterranean coast, the climatic conditions, topography, and soils offer a multitude of unique terroir for the production of wines of excellent quality. Over 100 grape varieties are grown in Languedoc’s appellations, in a diversity of wine styles, ranging from sparkling to still to dessert wines. The CIVL represents 23 AOCs and 19 IGPs, accounting for 30% of France’s total wine production, 30% of total French rose wines (11% of global rose production), and 36% of France’s organic viticulture.

The Conseil Interprofessionnel des Vins du Languedoc (CIVL or “Languedoc Wines”), located in Narbonne in the South of France, manages the worldwide promotion of Languedoc wines. The council was set up in 1994 to represent Languedoc AOCs (Appellations of Controlled Origin) for the entire wine sector, including still, sparkling and sweet wines. This state-approved private organization gathers economic players from the local wine production sector (producers and merchants) and was joined in 2012 by the organization representing the Sud de France PGI (Protected Geographical Indication).

For more information visit: Languedoc-wines.com

FB: @LanguedocWines / IN: @LanguedocWinesUsa / TW: @LanguedocWines

Lauren Liebler

Liebler Joins Benson Marketing Group

Lauren Liebler joined the Benson team in early 2021 to support PR and marketing communications campaigns.

Her prior experience includes agency PR work, specializing in travel and tourism with clients in the Caribbean and Florida. There, she secured valuable coverage and supported teams in winning multiple awards for integrated marketing campaigns. She also brings experience from the Miami headquarters of Southern Wine & Spirits where she worked as an intern in the public relations department.

Lauren graduated with a M.S. in Marketing from American University, and a B.S. in Communication from University of Miami.

Wine Strategic Marketing Plan

How to Write a Wine Marketing Plan: 7 Considerations

What should you consider when writing a wine marketing plan?

There is no single answer or list that is right for every winery, of course. But there are actions and processes to consider, whether it’s for a one year or five year plan.

The process of creating a wine marketing plan can be likened to planning a family vacation. Start with the general goals – e.g., relax with the family! — and get progressively more detailed — let’s rent a 3-bedroom cabin! Let’s apply this format to a marketing plan.

Seven Steps to Consider

1. What overall business goals will the winery marketing plan address? 

A marketing strategy must be grounded in a concise, written definition of the company’s short or medium-term goals, such as, “sell X cases by 2025,” or “gain retail distribution in Z states in the U.S., by X date.” Start with the big picture before you start talking about campaigns and a marketing mix.

2. Document how and where the brand will compete.

A series of brainstorming sessions—sometimes moderated by outsiders—are useful for identifying and documenting how your brand will complete. Some examples:
a. What is inherently differentiated about your brand?
b. What are the values your brand espouses? What is your brand’s DNA? Do these align with long-term consumer trends?
c. If money were no object, why would you still create a wine brand?
d. What is the 5-year “future state” of the brand given this year’s plan?
e. Why will consumers want to purchase your wine?
f. Where will your target consumers see, engage with and purchase your brand?
g. What will make your consumers lifelong ambassadors?
h. Why will wholesalers and retailers want to represent and sell your wine? What’s in it for them?
i. What is differentiated about your path to market?

3. Identify your marketing mix to include the right tactics.

Matching a set of appropriate marketing tactics — your marketing mix — to address specific business goals takes a disciplined approach. Avoid a common pitfall of starting with tactics rather than your business goals. For example, if your business goal is to drive DTC sales, then PR should not be your primary tool in your marketing toolkit.  PR is great for building credibility, but not as efficient as other direct response tools.

4.  Start with a Calendar, Budget and Metrics.

Identify what major marketing actions will take place when, how much you are willing to budget for them, and how you’ll measure success or failure. Don’t burn valuable time getting caught in the weeds of creative ideation. Identify whether you need new POS, not the colors of your shelftalkers, for example.

5.  Identify Project Champions.

Name one project champion for each major activity or function to ensure accountability.

6. Identify the Process.

So now you know what marketing functions can support your broad business goals, how your brand competes, and a broad overview of what actions will be done when and how to measure them. Next, define and document a project management process that integrates project champions – including inhouse teams and outside partners — with common management tools you’ll use, how often you’ll meet, etc.

But you’re not quite done!

7.  Get Buy-in.

Your marketing plan needs buy-in from owners and senior managers. But not just for the obvious reasons. Tap their network of contacts, their expertise, and ensure they’re publicly championing big wins across the whole company.

Additional Benefits of a Good Wine Marketing Plan

Whether long-term or short-term, a good wine or winery marketing plan produces additional benefits:

  • Goal Alignment: A clear line connecting marketing actions to larger business goals.
  • Message Consistency: Tools that help internal and external teams speak about and present the brand, consistently.
  • Transparency: A project management structure with accountability, and that is viewable across the company.
  • Accountability: Ownership of results, not just process.
  • Excitement! A good plan gets a company excited about the future.

We hope these steps — some obvious, some less so — will help make creating your plan both easier and more effective. Again, it’s not an exhaustive list — we could discuss metrics and budgets much more thoroughly, for example. But it’s a good start that avoids some missteps.

You are welcome to contact our founder and president, Jeremy Benson, for any input or advice on your own marketing plan.

 

Additional Resources and Related Stories:

Bread & Butter Wines: Uncomplicating the Category

Bread & Butter Wines Says “Don’t Overthink It”  

In an increasingly complicated world, new 360-degree campaign gives wine lovers the freedom to simply enjoy 

Novato, CA – October 20, 2020 – Life has gotten much more complicated in 2020, and Bread & Butter Wines wants to make it much easier. In a new 360-degree marketing campaign, Bread & Butter has one piece of advice – “Don’t Overthink It.”

Rolling out now, the new campaign juxtaposes complicated life decisions and overworked wine tropes with the simple, reassuring choice of picking up a bottle of Bread & Butter wine.

“It’s time to uncomplicate the category,” said Jeff Ngo, Senior Vice President of Marketing for Bread & Butter Wines. “Bread & Butter’s no-nonsense, stylish package and high-quality wine in the bottle make the portfolio a simple and delicious choice for easygoing enjoyment. No matter the situation, ‘don’t overthink it.’”

Today, Bread & Butter is the fastest growing wine brand in the $12-$15 category*.

“The media plan meets our target audience where they are throughout their day,” added Ngo. “As Bread & Butter rapidly gains in popularity across the country, we created a campaign that speaks to our times as well as a long overdue need to cut through the complicated nature of wine.”

Since its introduction, Bread & Butter Wines, with its elegantly straightforward black and white label and memorably easy name, has developed a loyal consumer following who return to the brand again and again because of its high quality, classically styled California wine. The Bread & Butter portfolio includes wine for all occasions – a juicy Pinot Noir, rich Chardonnay, robust Cabernet Sauvignon, vibrant Sauvignon Blanc, and refreshing Rosé. Bread & Butter is sold at wine retailers across the country and online at www.breadandbutterwines.com.

* (Nielsen Total U.S. Food: latest 26 weeks ending 9.5.20).

Edna Valley Vineyards of Baileyana Winery

Why Cool Climate Edna Valley is Hot

Five things to know about Edna Valley AVA.

Burr

The Coolest AVA Around.  Sitting just 5 miles from the Pacific Ocean and Morro Bay, Edna Valley is the single coolest AVA in California, as cited in a study from the University of Southern Oregon. This rare transverse valley funnels fog from three entry points keeping the valley particularly cool creating a long growing season. Additionally, the Morro Rock sits at the mouth of the valley. A deep, underwater ravine right off the coast creates a large mass of cool water that feeds afternoon winds and fog that settles in overnight.

Longest Growing Season

Perhaps the longest growing season in the state. Budbreak can occur as early as February and harvest lasting into November. Long, cool growing season = ultimate ripeness of fruit, while maintaining refreshing acidity levels.

Cool Climate Varieties Star

Chardonnay is the leading variety planted in the Edna Valley AVA followed by Pinot Noir. The Baileyana Firepeak Chardonnay at $20 showcases the region’s famous style – fruit forward wines balanced by a backbone of acidity.

Baileyana Wines

From Chick Peas to Chardonnay

The modern era of grape growing in Edna Valley started in 1973 when the region was better known for its garbanzo beans than its Chardonnays. The AVA was recognized in 1982. Baileyana Winery’s founder Jack Niven came to the valley in the early 70s. With input from both UC Davis and Fresno State Universities, he began planting wine grapes in 1973. Jack Niven was also instrumental in the Edna Valley becoming officially recognized as an AVA.

Small but Mighty

The AVA is home to less than two dozen wineries, including client Baileyana Winery. 25,000 acres are planted in total within the AVA. (For context, there are approximately 637,000 acres under vine throughout California according to the Wine Institute – 2018. Napa Valley, another small AVA, has 46,000 acres planted to vines).

Bonus

The San Luis Obispo region, as a whole, is a favorite with filmmakers. The Guadalupe-Nipomo Dunes, for example, were used in the 2007 Pirates of the Caribbean installment

Expert Source: John H. Niven, Baileyana Brand Ambassador. John H. Niven, grandson of the late Baileyana founders, has lived and breathed Edna Valley wines for the last 20 years.