I recently came across a valuable post offering winery owners advice on how to sell their wine more effectively. It emphasized the importance of listening to customers and understanding their true preferences. An essential takeaway is that not all consumers share the same tastes as winemakers, and recognizing this is crucial.
However, the article missed highlighting two key truths about wine marketing that are often overlooked.
First, it’s distribution that sells wine. While direct-to-consumer (DTC) sales can be profitable, many wineries can’t rely on this model alone. For instance, wineries outside the UK, whether French, Italian, or American, are legally restricted from directly selling to UK customers. Even for DTC sales, there are hidden costs associated with acquiring customers, such as running a physical tasting room. Consequently, most wine is moved through distribution channels. Consumers select from a limited range of wines available at places like wine shops or restaurants, and it’s only when your wine is present on a shelf or a wine list that the possibility of a sale arises. Thus, effective distribution is essential for selling wine.
Second, it’s important to recognize that you are not directly selling your wine. Often, it’s someone else who actually sells it. Ideally, your wine should be in venues where knowledgeable staff can promote it effectively, facilitating a connection between your product and potential customers. In many cases, a bottle is purchased based on the type alone, such as a Sauvignon Blanc or a Rioja, sometimes without the consumer even noticing the winery’s name. This commoditization can diminish brand recognition and reduce the effectiveness of marketing efforts.
In summary, when discussing wine marketing, we must remember these two critical truths: distribution is key to selling wine, and your wine is often being sold by others rather than by you directly.