Who (and what) is Spinguistic
Springuistic was formed to solve a problem in the wine industry:
an audience that has a difficult time distinguishing between wines
The number of wineries in the U.S. today recently passed the 10,000 mark, with more than 4,500 of those being in California alone.1 By May this year, the TTB had reported already receiving more than 77,000 COLA applications2, and the number of tasting room visits in Sonoma and Napa per tasting room has been declining each year.3
Meanwhile, the marketing departments of each of California’s 4,500+ wineries continue to squeak out a chorus of being a family-owned winery with unique soils and climate, with wines that are an expression of those unique soils and climate …
…while their customers struggle to remember the name of the last winery they visited, or to tell one wine from another.
It hasn’t helped matters that the wine industry has sought to elevate itself by employing the rather extraordinary PR approach of making their customers feel ignorant by placing a hurdle between them and their enjoyment of the wine industry’s product that can only be crossed with a trained palette, extensive education, and proficiency in a new language.
Winery websites talk about soil and climate and how many generations of their family have been making wine, while site visitors who just want to know what’s being poured in the tasting room give up and click away in frustration. If this sounds like your winery, you can take comfort in the knowledge that it’s not just you — this is almost every winery, and … you’re the reason I do what I do.
We believe that as an industry filled with passionate people, we can do better.
Spinguistic’s founder, Brad Squires, a consultant to the wine industry, with over 20 years experience driving brand strategy for some of America’s largest (and smallest) brands, sees it as his personal mission to bring good wine to the people. With a small crew of wine industry insiders, each with a specialty in a particular marketing discipline, including web and email strategy, PR and copywriting, layout and design, user- and social-engagement, illustration and photography, Spinguistic understands the challenges facing wineries in today’s environment, and that it takes more than just repeating the same old marketing blah-blah for a girl to stand out.
“Recently, while on a rather poorly-timed trip (mid-COVID, June 2020) to California’s Anderson Valley AVA, just to the right of Mendocino, I was disappointed by the difficulty I experienced in trying to discover which wineries were open to visitors, whether reservations were required, or if there were any special COVID requirements. Individual websites provided no updated information, emails sent were not returned for days, and phones went unanswered.
“Likewise, the Anderson Valley Wine Growers Association, the body that charges member wineries to be represented, gave no indication that anything was out of the ordinary. Is a COVID-19 Winery Map so bloody difficult?!?
If your winery’s website is leaving people with a bad taste in their mouths before they even try your wines, something needs to be fixed, right?
“This is not a criticism of the wineries. I understand that small wineries are bootstrapping everything, sometimes borrowing their neighbor’s forklift, or lending someone a pump, and the winemaker is making wine deliveries to restaurants, so naturally, updating a website that never seems to bring in any business, just doesn’t rank very high in the list of priorities. But the large wineries were not any better.
“I believe that our wineries deserve to be better-represented. Marketing companies need to do their jobs better, winery in-house marketing departments need to look to other industries and step up their game, and wineries need to respond to what their audiences are looking for.
That is why we are here.
³ State of the Wine Industry Report 2019 – Silicon Valley Bank, https://www.svb.com/wine-report