Winemakers are a get-it-done type of breed, and often view marketing exercises like Winery Positioning as a waste of time. But if you’re competing in a saturated market and … (ahem) … you are, you could give yourself a gigantic advantage by narrowing the field. That’s Positioning. It’s defining the category that you’ll compete in, reducing your number of competitors.

How do you describe your winery? Are you a small, family-owned winery producing wines that seek to express the unique terrior of your vineyards? That’s pretty good, but isn’t that what everyone else is too? With over 4,500 wineries in California alone, what’s your plan for being remembered?

 

Ballerina Cat
You gotta do what only you can do best

What is Winery Positioning?

Positioning your winery is about defining your category, that space where you are the best at what you do, and then owning it. It gets tricky though. Are you the only winery in California producing naturally made Zweigelt in the true Austrian style? There might not be enough people who care about that. That’s where the number-crunching comes in.

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# of wineries in the U.S.
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# of wineries in California
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# of wineries within 5 miles of your winery
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# of cases you need to sell each year
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# of visitors you need at your website
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# of people in your identified market

We help you determine whether you’re competing within the space that makes sense for you — your winery, your size, your winery’s own particular personality, and your goals. We know this sounds like a bunch of blah-blah-blah, but it’s really quite methodical. We’ll walk you through the entire process.

Who is Winery Positioning for?

If it seems that you just can’t stay ahead of the competition, or you lack a clear direction with your marketing efforts, it might be time to take a look at how you’ve positioned your winery within the marketplace. If you find that you continue grappling with any of the following issues, you can most certainly benefit from some strategic help with positioning.

How can we attract more visitors to our winery's website?

How can we come up with new ideas for our winery's content?

How can we grow our winery's email list?

Is winery email marketing worth it?

Our wine club members don't stay for very long. How can we change that?

How do we get people to share our winery's message?

Why doesn't anyone click on the links in our emails?

How do we encourage our customers to keep buying our wines?

If it feels that your marketing efforts aren’t paying off, if you feel like you’re running out of ideas for how to say the same thing, then it might be time to make a change. If you want your customers to stick around, talk about you to their friends, read all your emails, and keep buying your wines … there’s good news! There’s more that you can do, and you can start right now by downloading the Positioning Workbook for Small Wineries: