Call it serendipity, kismet, or insert your favorite adjective to describe a fortunate melding of elements and people creating a beautiful opportunity.
Whatever you call it, it is happening to me with a wonderful merge of market timing, a niche market, and my personal passion for WINE.
Upon some intensive and targeted research, I recently discovered a pronounced gap between typical marketing, branding and advertising offerings and what the wine industry needs. Add that to potential communication breakdowns between wineries, state and regional boards/commissions, local government, distributors, and brokers, leading to confusion for the most important people in the mix, the consumers.
Is it any wonder that the wine industry is considered “intimidating”? In general there is a pretty simple problem centering around a need for excellent communication, consistent and progressive marketing and advertising, and above all a communication conduit that understands and loves wine. And the consumer audience is changing – dramatically.
Let’s consider a few recent statistics that show wine industry growth and a shift in target audience in the US:
+ In 2008 the US passed France and Italy in overall wine consumed ($20B spent on wine)
+ Two biggest growth populations in wine drinking world are women and millennials
+ Women purchase 55% of wine consumed in US and consume 60% of it themselves
+ Millennials (age 21-29) make up 38% of the core wine drinking population
+ 70% of the purchase decisions for wine are made in the aisle while shopping
+ Well done point of sale (POS) marketing materials increase purchase probability by 30%
+ 85% of millennial wine drinkers will try a label or brand they have never had before
So now market research includes beautiful wine tastings during business hours. How lucky am I? I recently attended an incredible portfolio tasting and wanted to share some of the highlights. I hope you take the time to enjoy some of these wines as well.
+ Abeja Wines – Gorgeous wines and a beautiful B&B facility nestled in Walla Walla. We’ll be staying there next time we visit. The Syrah was spectacular.
+ Adelsheim – I didn’t get to taste all the way through, but if the rest of their wines are as good as their Rose…wow. Tastes exactly like a summertime version of a fantastic Oregon Pinot Noir, with delicate floral flavors and wonderful structure. A very unique treatment on a trendy varietal. Out of Newberg, Oregon you can easily stop at this winery on a trip to the Oregon Coast.
+ Andrew Will - There was nothing in the Andrew Will lineup that I didn’t like, but the Champoux Vineyard blend was really special (57% cab sauv, 35 cab franc, 8% merlot). This little winery makes it’s home on the quiet Vashon Island in Seattle area.
+ SYZYGY – A fantastic brand and a goregous tasting room in Walla Walla, with walls covered in original artwork that makes you feel more like you are in a gallery than a tasting space. I like everything I taste from SYZYGY (which means ‘unity’) as well, but especially his very special 2005 Saros blend.
+ Tenuta Curezza Prine Salento - Just “Prine” for short, and just DELICIOUS. This is a new release from Nicola Biscardo Selections/Conexport VIP, a 2008 vintage, and it is just making it’s way to the US now. On arrival, it will retail for under $13 and I am buying a case, seriously. A perfect balance of structure, Northern Italian winemaking subtlties and delicious ripe fruit from Southern Italy, I like this as much as a $60 Amarone, or an $70 Brunello.
As I continue to build my clientele in the wine industry, I will be excited to continue to share my favorite bottles and varietals and some fun food pairings and tasting notes.
Let me raise a glass and make a toast to good wine! Salute! Cheers! Prost! Slainte!