In the wine industry, we wax on an on about vineyard spacing, clonal selection, and sustainable farming programs. Then obsess over sorting lines, punch downs, yeast selection, fermentors and barrel regimes. We are calculated, mindful, and even dogmatic when it comes to our vines and wines. But when the time comes to build a business model, particularly as it relates to the marketing and demand creation side of things, we have a very small or non-existent budget, little time and even less interest.
This is like spending two days preparing a fancy French meal with the finest fresh ingredients and serving it on paper plates with Coors Light. Or writing an impassioned love letter to the object of your affection and dropping it into a mailbox without a stamp. None of this makes sense given all of the time and financial investment required to prepare the meal, write the letter or get a wine into bottle.
A recent survey by Sonoma State University's wine business researchers found that the number one strategic challenge facing wine businesses is "managing and building customer relationships and brand awareness." And the top two skills needed to prosper in the wine industry are marketing and strategic planning. Yet there are a surprising number of wine businesses operating without that third leg of the stool, and many wondering why it's so difficult to compete.
This is a self-fulfilling prophecy I've heard hundreds of times: "we don't have a marketing budget..." This mindset is a choice, and a very telling one at that, especially given what isn't being said: "...because we don't value marketing." Until there is investment and time set aside to build that third leg, it's going to continue to be a really tough market.
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