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Newsletter February 2009

INNOVATIVE MARKETING SOLUTIONS FOR THE AUSTRALIAN WINE INDUSTRY

OFFSETTING YOUR CARBON FOOTPRINT

I am by no means an expert on carbon reduction, but I can see that this is an issue that the wine industry needs to be proactive in. The winemakers of South Australia are one of the few industries that accurately track and reduce their greenhouse gas emmissons. This has been partially due to the pressure from the likes of Tesco and Sainsburys in the UK and Walmart in the US.

The ability to calculate your business's carbon footprint will be necessity within the next few years. Consumers will expect that all businesses are offsetting their carbon emmissions.

The Carbon Reduction Institute is a good place to start learning about how to become an accredited carbon neutral winemaker. This certification can then be communicated to your customers, showing them that you and your wines are committed to a better environment.

Before you jump into this, make sure you see the ACCC guidelines on 'Green Marketing and the Trade Practices Act'.

Cheers,
David

For more information on Define Wine, and the services that we offer, please visit our website at www.definewine.com.au

"A heavy drinker was at dinner, and during the dessert he was offered some grapes. "Thank you very much," he said, pushing the plate to one side, "but I am not accustomed to taking my wine in capsules."

The great sophisticate of the palate Brillat-Savarin recounting an amusing prandial occasion.

MARKETING IN TOUGH TIMES

It is often said that those who invest in marketing during recessions and tough times are the first to taste success when things turn around. I'm not sure if it was a marketing consultant that first espoused this little gem, but I'm going to have to agree with them!

This does not necessarily mean spending a fortune advertising on TV, but it means that you need to keep your brand out in front of consumers and media. Now is the time to keep fighting for market share.

1. Promote wisely: Ensure that any advertising comes with added editorial, and continue with a solid PR plan.

2. Invest in your database: Drive direct sales, as the margins are better and look after existing customers - it probably these guys that will keep you business running during these times.

3. Follow up old leads: Go back thorough your old order book and see who hasn't been contacted for a while - ring 'em up!

4. Add value: Include a free bottle at consumer level, or investigate a wholesale bonus deal rather than discount heavily.

5. Cut costs: Look at your freight and warehousing costs - ask for a better deal. These savings will drop straight through to your bottom line.

Remember, from troubled times comes great opportunity!

If you want help developing a sales or marketing strategy, call us on 02 6361 9898 or email us here.

MEDIA ACTIVITY

Some of the latest client activity...

"Spring Ridge Chardonnay 2006 - Pear-skin rocket smelling fruit with subtle but complexing match-strike-mealy lees chracters. Reminds me of a high-end Californian chardonnay made after the Burgundian model. A long sweet(ish) finish. This is a (pleasant) surprise. 93/100 $18.00" Tim White, The Australian Financial Review, 23 Jan 2009

"Lerida Estate Shiraz Viognier 2006. A multi award winning red from Canberra's Lake George region where Jim Lumbers and Anne Caine are producing wines of exceptional quality. This super offering boasts rich plum fruit on the nose and palate, underlying apricot from the viognier, spicy characters, lovely oak and silky tannins. Drink it with kangaroo fillet." Kerry Skinner, Illawarra Mercury, 14 Jan 2009

Other examples of successful media releases and sample distribution can for found here.