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Newsletter May 2009

INNOVATIVE MARKETING SOLUTIONS FOR THE AUSTRALIAN WINE INDUSTRY

'THE CLEANSKIN MARKET'

I am periodically asked for my opinion of the cleanskin market as a way of moving wines that may not 'fit' within your branded portfolio. To get a retailer's insight into this market, I asked Brendan Hilferty from Sydney's The Wine Point, to offer his opinion.

The Cleanskin Market, Brendan Hilferty, The Wine Point

As we all know the wine market is pretty bloody competitive at the moment so for all wineries, not just small wineries, its time to start looking at different routes to market.

City retailers and restaurants all want some sort of bonus deal, cellar door sales are seasonal and unpredictable, heavy discounting to the majors spells the death knell for your brand. Generating cash flow and moving stock as a cleanskin might be an option. more.. 

Vale Dr Max Lake

"Wine is one of the greatest gifts of nature. It enhances the enjoyment of life in general and the pleasures of the table in particular."

Max Lake, Classic Wines of Australia 1966

10 POINT MARKETING

With winter fast approaching and the 2009 wines bedded down its time to dust off your marketing plans. Here's the Define Wine 10 marketing 'P's to getting back on track with those marketing initiatives.

1. PROPOSITION - Is my brand proposition still relevant & am I still using it as a guide for my marketing communications, promotions and sales?
2. PRODUCT RANGE - what varieties or styles are selling well? Are there new opportunities in the market and can I leverage these with wines from the 2009 vintage?
3. PACKAGING - Is it still doing its job? With the labelling of 2009 whites, is it time to freshen the packaging up (look at labels, bottles, shippers and capsules/caps)?
4. PRICING - Am I still competitive? How is my profit looking? Can I decrease costs (via labels etc) to increase margin?
5. PEOPLE - Am I surrounding myself with good people? Think distributors, marketers, staff, etc.
6. PUBLICITY - How am I going to build awareness and gain valuable publicity about my wines over the next six months?
7. PLACE - Am I selling in the right market to gain the greatest margin? Should I look at other markets?
8. PROMOTION - What can I do cost effectively and 'outside of the square' to increase sales?
9. PRODUCTION - Who am I outsourcing my bottling to? Am I comfortable with their experience, cost, timing, etc?
10. PLEASURE - Am I still enjoying myself?