How to Sell Winegrapes and Promote Your Vineyard
If you own a vineyard, the following ten steps will help you design an effective marketing program. You will get your information out to winemakers well before harvest, in a format they can review before they solidify their grape program and become swamped with the duties of crush.
Take time early in the year to establish this program, and to learn effective marketing techniques. Once you've established a marketing program for your vineyard, the groundwork is done and you will be able to rely on your program year after year.
1. Remember that you are not the only vendor.
Although grapes are inarguably a winery's most important raw material, winemakers are also constantly approached by vendors of glass, corks, foils, labels, equipment and supplies. In order to appear professional in this context, your sales approach and your marketing materials must be well-planned. You don't need to spend a lot, but you must be sure that the message you are conveying is professional and on target.
Write your marketing materials during the winter months. Be poised to send them out by late winter or early spring, when many wineries are planning their grape budgets.
2. Create a compelling brochure.
Put together a savvy vineyard brochure-an information sheet that you can present to winemakers well before harvest season. Demonstrate pride and creativity in presenting your vineyard. When composing a brochure, write a brief statement of your viticultural goals first. Describe-briefly-why your vineyard is where it is, and why you take pride in it.
3. Aim for success.
Like a ballplayer, know where you are going to direct your message and how you are going to deliver it. Sometimes you only have one swing. Do your research, choose your target, and aim your message. Get your information out early in the year. Many wineries establish their grape buying budget and choose their source vineyards early in the season, often by the end of March.
4. Turn critics into "consultants."
If a winery turns down your fruit, ask the buyer or winemaker for advice and suggestions, right then and there. Ask the buyer to describe what he sees, precisely how he expects it to impact the quality of the wine, and what should be done to correct it. Be professional and positive, and thank him for his suggestions.
5. Build a portfolio of backup buyers.
Create a "waiting list" of small wineries and home winemakers. If you lose a big buyer, have excess fruit, or buyers don't pick up as much tonnage as promised, you will have a mailing list of interested buyers. Small lots may be more difficult to deal with logistically, but more than one grower has been grateful for those last-minute sales.
6. Be savvy about contracts.
Contracts are an important way to maintain clear expectations and good relations with a winery. There are hard contracts and soft contracts, annual versus long-term contracts. Review several different types and ask other growers what has been successful for them. When you are offered a contract, read all the clauses carefully, with an eye to what is missing as well as what's included.
7. Pre-assign sections of your vineyard.
If your vineyard has distinct geographical variations-hills, ridges, steep slopes-you may want to describe and advertise the qualities of each section separately. This is a great way to interest a wider audience in your fruit.
8. Provide barrel samples.
Barrel samples are a great way to present the quality of your vineyard to winemakers in their favorite format-wine! Timing, consideration and professionalism are, as always, important factors in success.
9. Use email and the internet.
Your first online project should be to establish an attractive website with photos and all the information contained in your brochure. Use email to contact potential buyers and follow up on initial contacts-attach your brochure and additional photos of your vineyard. Use the internet to locate potential buyers by searching winery association sites for winery names, addresses, wine personnel and emails. Do your research now, and upgrade your sales lists during the winter months when you can't get outside-you'll be able to reach more people when you need to.
10. Give tours and seminars.
Getting winemakers and grape buyers to actually visit your vineyard can help you get your foot in the door, especially if you are proud of your location. Have an annual open house or barbecue for local vintners.
You work hard to nurture your fruit to perfect ripeness and balance. Give your vineyard the showroom it deserves in the form of a well-designed website, and give it a great launch each season with a creative and timely marketing program.
Order the full 14-page eGuide, How to Sell Winegrapes and Market Your Vineyard, for more information and a complete ten-step marketing guide designed specifically for vineyards.
Take time early in the year to establish this program, and to learn effective marketing techniques. Once you've established a marketing program for your vineyard, the groundwork is done and you will be able to rely on your program year after year.
1. Remember that you are not the only vendor.
Although grapes are inarguably a winery's most important raw material, winemakers are also constantly approached by vendors of glass, corks, foils, labels, equipment and supplies. In order to appear professional in this context, your sales approach and your marketing materials must be well-planned. You don't need to spend a lot, but you must be sure that the message you are conveying is professional and on target.
Write your marketing materials during the winter months. Be poised to send them out by late winter or early spring, when many wineries are planning their grape budgets.
2. Create a compelling brochure.
Put together a savvy vineyard brochure-an information sheet that you can present to winemakers well before harvest season. Demonstrate pride and creativity in presenting your vineyard. When composing a brochure, write a brief statement of your viticultural goals first. Describe-briefly-why your vineyard is where it is, and why you take pride in it.
3. Aim for success.
Like a ballplayer, know where you are going to direct your message and how you are going to deliver it. Sometimes you only have one swing. Do your research, choose your target, and aim your message. Get your information out early in the year. Many wineries establish their grape buying budget and choose their source vineyards early in the season, often by the end of March.
4. Turn critics into "consultants."
If a winery turns down your fruit, ask the buyer or winemaker for advice and suggestions, right then and there. Ask the buyer to describe what he sees, precisely how he expects it to impact the quality of the wine, and what should be done to correct it. Be professional and positive, and thank him for his suggestions.
5. Build a portfolio of backup buyers.
Create a "waiting list" of small wineries and home winemakers. If you lose a big buyer, have excess fruit, or buyers don't pick up as much tonnage as promised, you will have a mailing list of interested buyers. Small lots may be more difficult to deal with logistically, but more than one grower has been grateful for those last-minute sales.
6. Be savvy about contracts.
Contracts are an important way to maintain clear expectations and good relations with a winery. There are hard contracts and soft contracts, annual versus long-term contracts. Review several different types and ask other growers what has been successful for them. When you are offered a contract, read all the clauses carefully, with an eye to what is missing as well as what's included.
7. Pre-assign sections of your vineyard.
If your vineyard has distinct geographical variations-hills, ridges, steep slopes-you may want to describe and advertise the qualities of each section separately. This is a great way to interest a wider audience in your fruit.
8. Provide barrel samples.
Barrel samples are a great way to present the quality of your vineyard to winemakers in their favorite format-wine! Timing, consideration and professionalism are, as always, important factors in success.
9. Use email and the internet.
Your first online project should be to establish an attractive website with photos and all the information contained in your brochure. Use email to contact potential buyers and follow up on initial contacts-attach your brochure and additional photos of your vineyard. Use the internet to locate potential buyers by searching winery association sites for winery names, addresses, wine personnel and emails. Do your research now, and upgrade your sales lists during the winter months when you can't get outside-you'll be able to reach more people when you need to.
10. Give tours and seminars.
Getting winemakers and grape buyers to actually visit your vineyard can help you get your foot in the door, especially if you are proud of your location. Have an annual open house or barbecue for local vintners.
You work hard to nurture your fruit to perfect ripeness and balance. Give your vineyard the showroom it deserves in the form of a well-designed website, and give it a great launch each season with a creative and timely marketing program.
Order the full 14-page eGuide, How to Sell Winegrapes and Market Your Vineyard, for more information and a complete ten-step marketing guide designed specifically for vineyards.
