Does your winery’s brand get remembered?
The wine industry is about to see a change. And unless you’ve done the work ahead of time, it won’t be the good kind of change. While wineries are increasingly and happily embracing the direct-to-consumer channel, our tasting room visitors are becoming increasingly disenchanted by the experiences they’re having.
The numbers for tasting room visits per winery in Sonoma and Napa counties are down again for the fifth straight year, and we hear more and more anecdotes of visitors to wine country feeling that they never need to return.
When your visitors are sharing a bottle of your wine with their friends and telling them that your’s is the third generation of winemakers in your family, is this going to make them buy a bottle? If your visitors’ most memorable moment from their interaction with your winery is what you told them about your soils, they are not going to hold a special place in their heart for you. It’s not what memories are made of, and it won’t help you lead your category.
Your winery’s visitors will visit other wineries too. Is your winery branding strong enough to be remembered?
Does your winery branding make a connection?
There’s a lot more to living your winery’s brand than simply having a label or a spiel..
For your audience to truly connect with your brand, they have to feel something. Your story needs to come alive for your audience.
Has anyone ever told a first-date that the wine they’re drinking was grown on Clone 667? Does anyone really care if you’re the oldest family-owned winery in Whoville?
These details are simply not meaningful enough to stir anyone’s emotions.
Your winery’s brand is like religion. It connects your winery to the people, and turns them into believers. But it’s your story that gets remembered and creates that connection. Your winery’s brand story, for it to stick in the hearts and minds of your audience, needs to be true, memorable, and delivered well by your team. We help you craft the story, and then we train your team to deliver it. Get in touch now to see how we can work together.