Untitled document
I. Introduction to Wine Marketing
A. Definition and importance of marketing
1. Planning and executing a set of objectives to bring buyers and sellers together so that a
sale can take place
2. Economic viability = profitability
B. Importance of marketing planning
1. Determine if a profitable market exists
2. Identity of target market
3. How to reach the target market
C. The 5 Ps of marketing
1. Product
2. Place
3. Price
4. Promotion
5. Positioning
D. Developing a wine marketing plan
1. Marketing situational analysis
2. Marketing goals and objectives
3. Marketing strategies and tactics
4. Budgets
5. Action plan
6. Evaluation
E. Outline of a marketing plan
II. Wine Marketing Strategy
A. U.S.P. - Unique Selling Proposition
1. Points of differentiation
2. Weaving a story to build the brand
3. Pricing the product
B. Image
1. Principle of image
2. Current trends
III. Wine Market Research
A. Identify customers
1. Trade demographics
2. Consumer demographics
B. Know the market areas - locally, nationally, internationally
1. Wholesale distributors/brokers
2. International marketing
3. Retailers/restaurants
4. Consumer direct
IV. Building the Brand
A. Define the brand
B. Timeframe to build a brand
C. Importance of branding
D. Components of brand building
V. Packaging/Collateral/Promotional Materials
A. Label and case design and printing
1. What is allowed by law on a label
2. Design aspects
B. Media and sales kits
1. Conveying the message
2. Information the kit should contain
C. Point of sale
1. Sell sheets
2. Neck hangers, shelf talkers, table tents
D. Media releases
1. Content
2. Format
E. Brochures
1. Consumer
2. Trade
F. Photography
1. Choosing a photographer
2. Getting the best shots
G. Building relationships with artists and writers
H. Creating materials consistent with the image
I. Website production and maintenance
1. Design and creation of the web
2. Keeping the site up to date
3. Selling on the web, pros and cons
VI. Three Tier System for Wine Marketing
A. Distributors
1. Finding wholesale distribution channels
2. When to appoint a distributor
3. Working with distributors
B. Brokers
1. Inside California
2. Outside California
C. Retailers
1. Major chain retailers
2. Independent retailers
3. Grocery retailers
VII. Consumer Direct Marketing of Wine
A. Through the winery
1. Using the tasting room to market product
2. Tours and consumer events
B. Through Clubs
1. Wine clubs
2. Special buyer clubs
C. Through direct mail
1. Newsletters
2. Special interest mailers
VIII. Compliance
A. BATF/ABC requirements when selling wine to distributors/retailers
B. BATF/ABC (Bureau of Alcohol, Tobacco and Firearms / Alcoholic Beverage Commission)
requirements for consumer direct wine sales
1. Different requirements for each state
2. Reciprocal does not necessarily mean solicitable
IX. Special Events
A. Events at the winery
1. Define the audience - trade, media, or consumer
2. Planning and execution of events
3. Using the event to promote the product and brand
B. Multi-winery events
C. Events away from the winery
1. Selecting key markets
2. Participating in national wine related events
D. Event promotion
X. Budget
A. Creating a marketing budget
B. Broad outline budget
C. Detailed budget
Untitled document
1. Read 10 - 25 pages per week
2. Outline of a marketing plan for a specific wine (10-15 pages)
3. Compile into a notebook examples of packaging, collateral and promotional materials with
brief summaries for at least two wines
4. Analyze examples from one wine, write a 2-3 page paper, and present an oral report on
effectiveness and appeal of materials
5. Prepare a one-page press release, following guidelines
6. Special events plan with budget (3-7 pages) for marketing a wine
7. Quizzes (2-4), midterm, final exam: multiple choice, true/false, matching items, completion,
short answer