If you are having trouble viewing this email, please click here

Newsletter September 2009

INNOVATIVE MARKETING SOLUTIONS FOR THE AUSTRALIAN WINE INDUSTRY

PRICING YOUR WINES

There seems to be a fair bit of confusion about wholesale pricing by a number of small wineries. Many price lists that I come across show no real consistency.

When you're in a meeting with a retailer, you need everything to be easily understood. If you don't understand it, the retailer won't gain much confidence about you or your wines. You need to make it easy for the retailer!

They must be able to get a quick idea of the LUC and where the wine will fit in their range.

The easiest and most common way to quote pricing is as follows:

Wholesale price: A nice, round number, with no taxes. Eg, $120.00

LUC: This is the Landed Unit Cost. It is per bottle, not per case and includes WET. Based on the example above, the LUC is $12.90 ($120 x 1.29)/12 (or the number of bottles in the case).

This is enough for the retailer to work out their retail prices. The retailer will add their profit and GST and come to a retail price.

Keep it simple, and keep the number of different priced wines to a manageable level. If every wine in your price list is different, it becomes confusing and doesn't allow the retailer to promote them as a range.

"Your google search results are your resume. Everything you do on line is your legacy and your brand. If you're not speaking in these spaces, it is a very detrimental thing to do."

Gary Vaynerchuk, Wine Library TV

Sauvignon Blanc Symposium

Orange Region Vignerons Association is holding a Sauvignon Blanc Symposium:

Are you Savvy? "Orange is hosting Australia’s first Sauvignon Blanc specific educational symposium. This is a great opportunity to learn more about the most fashionable and sales-dominant white wine variety in the Australian domestic wine market.

We have recruited experts from across the Australian and New Zealand wine industries to provide insightful presentations to help you gain a better understanding of this important grape variety whether you are involved in production, marketing or sales."

Date: October 7th & 8th, 2009

Venue: Orange Agricultural Institute, Forest Rd, Orange

Hosted by Peter Bourne, speakers include Peter Forrestal (Wine writer), John Parkinson (Cellarmasters), David Jordan, (Viticulturalist) & Steve Webber (Winemaker).

Further information: admin@tasteorange.com.au

Trademarks

There are many small winemakers that do not have their brand trademarked. Your brand is one of your most important assets, and one that you should be working consistently to build.

Trademarking is a relatively simple thing to do and should therefore be one of the first steps to protecting you brand.

Contact Define Wine if you want help in registering a trademark.