If your only channel to market for your products is controlled by someone else then your destiny really is in someone else’s hands.
How can smaller winemakers take back control of their channel to market, and future proof their business?
The direct-to-customer (DTC) reach of winemakers used to be restricted to people they could attract to their cellar doors, but today’s digital commerce environment offers a host of new opportunities for smart players.
Wine tourism and winery-based experiences are still a lucrative value-add. But smaller producers can also create online marketplaces for their wine experiences using subscription-based sales models and e-commerce stores.
Talking directly to your potential customers through social media allows you to quickly build your brand and develop a community of loyal followers who appreciate the culture and heritage of your winery as much as you do.
Talking about the identity and values of your business and sharing your winery’s story online will help them develop a loyal & high-value customer base. These people will value the nuances of your story & they’ll be prepared to pay a premium for your products.
Like those who make the effort to come to your cellar doors, your online audience can be educated and nurtured into becoming the type of customer that buys a higher volume of product more often. Additionally, these are the very same customers that will purchase your product extensions, such as wine tours, or “glamping” in the vineyards.
Digital communications offer every business the ability to find their audience and make a deep and lasting one on one connection with them. And by connecting with these people, and helping them to appreciate the finer characteristics of your wine, they’ll be so attracted to the authentic culture of your winery that they are happy to pay a premium for your products.