Uncommon CA Wine
Friday, January 12, 2007
Imports continue to take market share from California wine; what are we to do? I agree with Mr. Turrentine’s recommendation urging producers to increase quality and drive down costs (in fact, I can recommend a vineyard management application that excels at both). I would add that there is a great opportunity to increase the "perceived quality" of the product. If I restate the problem as the commoditization of once-uncommon California wine, the answer is to (a) recapture the mysticism surrounding the place, people, and process that makes the wine; and (b) constantly remind your customers of the uniqueness of your brand. California growers and wineries must demonstrate their passion for winegrowing, and to establish a strong connection with their customers. This presumes a clear definition of who buys your wine, as well as the taste and experience they expect in enjoying your wine. You’ll also need to devote energy in educating the value chain of "brand ambassadors" you’ll depend on to tell your story. Not convinced? Check out these uncommon commodities: burger, car, coffee, or mobile phone.
Labels: wine industry
posted by miguel @ 4:39 PM
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3 Comments:
To build the perception of California with consumers both foregin and domestc - we need to take unified action. I would suggest that growers combine there abilities and work together to change consumer preception - hopefully this will allow California wine to be preferred by consumers. An effort is going on right now led by CAWG - they are trying to raise funds through donations and use this money and grower participation to get the word out. Also the CA Wine Institute also is working on marketing CA wine to US consumers. So there are some areas where we can take our message forward. Get involved.
Glenn Proctor Ciatti Brokerage Company
I like your comment about "knowing who buys your wine." I consume as much wine as my dad, but our buying process is very different. He trusts the ratings dudes, then buys the same wine over and over...
I like to consider recommendations from good sources (blogs too), the winery's grape-growing and wine-making practices, and their efforts to reach out to me. I tend to try a variety of wines, including imports and smaller wineries that seem to get it.
Great work.
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