Having a bottle of wine is the first step in this long history of sales. Doing an exhaustive research of many marketing managers, partners, directors, among others, of the most famous wineries; we did not find a single special formula that they can declare to argue the success of their wine. Everyone has their own skills and ideas on how to sell their wine.
In this sector of viticulture, sales strategies cover a wide range of things. For example, the elaboration of the product, how you are going to present it and how you are going to communicate it. Undoubtedly, all the elements that make up an exquisite wine are vital for it to achieve its objectives.
So, in short, your marketing plan should not be an option, but a necessity.
In this post, we are going to discover everything you need. Here you will also find everything you need to take into account when you want to sell wine to the market.
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ToggleKnowing the Target Audience
In any sales strategy, the main thing is to know who you are targeting.
If you don’t know your target audience, you are unlikely to know how to seduce and win them over. And there would be no chance of implementing a good marketing strategy. There are many things you need to know about your audience.
For example, their demographics, movements, jobs, hobbies, language, socioeconomic status, among others. If you want to be successful, you must first study all the factors that make up your market.
You should also know their needs and what they are looking for. All this according to what you have found in your studies. From this, a strategic marketing plan will be designed to make your sales a real success.
Another important piece of information you should know is the tastes or consumption habits of your market. By obtaining this information, you will guide your products to the correct distribution. So, in simple terms, if, for example, your customers are in the habit of buying through the Internet, you can’t stop using this channel.
Remember that consumer habits are constantly changing. That’s why it’s vital that you study them and adapt quickly to them.
Presentation, an essential element to make your wine stand out
The presentation of your wine brand is essential for the success of the sale. Therefore, you should study everything according to the segmentation factors you have tested.
Bottle shape and color
The design and color of the bottle will give your wine a defined identity. For example, most wine bottles are made of green glass, like champagne.
However, there are also dark brown, pink and white bottles. Now, you can see blue and even yellow glass bottles. The reason is the need to achieve that modern touch and the protection of the product itself.
In terms of shape, an elongated bottle is modern, dynamic, original. The length of its neck can vary depending on how modern and unique you want it to be.
Labels a small and important element of identity
Labels are also part of the strategy. In this case, you must create a label that shows the values you want to convey.
Not only that, but you must come up with a creative and unique design to make it stand out.
Don’t forget to add those elements that your customer is most likely to remember. This way, people will not forget your wine and many people will see it.
A label is also a communication tool. Therefore, it must show the details of the wine and the necessary standards. From typography to colors, these are the elements that will make you stand out from the competition.
Packaging, a box is the best presentation
Similarly, more and more customers are buying boxed wine.
Therefore, the packaging of the bottle in the store, the warehouse or at the time of distribution, in short, the Packaging is important. To do this, you must take into account the tastes and preferences of your audience. In this way, you will design the most suitable packaging.
There are also other elements such as the closure, the format, the relief, the quality of the glass. These are aspects that deserve the best choice to complete the image of the wine.
The study and deep knowledge about the product you are going to offer to a certain market will help you determine these points. Launching a limited edition product is not the same as launching a regular one.
All these elements will represent your wine giving it image and personality. All this will influence the purchase.
Distribution, the path to sales
A distribution plan is necessary to achieve a path to sales.
This means that mapping out the channels you will use to sell your wines is the most effective way to get good results.
In the wine sector, determining your sales channels is very important.
This is because it will help you achieve your quantitative objectives and goals. Thus, in this way, you will be able to bring the product closer to your segmented market. In the same way, it will also bring you closer to your loyal customers.
What sales channels does the wine sector have?
In order to be able to implement an adequate distribution plan, the company must know the channels it can use for its sales.
Currently, the wine sector has 3 channels for this purpose:
- Direct sales: is the marketing process of an individual company. They have direct contact with the final consumer. Here we can find wineries, wine tourism subcategories and wine e-shops.
- Horeca circuit: Hotel chains, restaurants and cafeterias make up this circuit. They are also an important part of the marketing of wine products. The reason lies in the fact that most people choose to drink wine outside their homes. Therefore, they tend to go to their favorite or most frequented places.
- Modern distribution channels
The wine industry has a reputation for being traditional, but, thanks to technology, its sales will no longer be that way.
Therefore, they must adapt to new distribution and sales methods.
E-Commerce for wineries
Online wine and spirits stores ensure the sale of products by displaying an online catalog to the customer.
In this way, they can see all the available options and decide easily.
Therefore, this is one of the new channels to be used as a sales strategy in viticulture.
And, of course, we cannot forget social networks.
This is another important factor in creating sales strategies.
There are many options for selling on the Internet. Here we will see some ways to sell online that can be very useful for your wine brand.
- Online store on the web: You can sell your wine through your own online store. This way you will offer the customer a shopping experience tailored to their tastes. To do this, you must take care of all the little details. These can range from the start of the website and the welcome message to the catalog and the completion of the purchase.
- Sell your wine in a marketplace: You can also sell from websites that already sell consumer products online.
- Sell on social networks: Thanks to the growth of technology, you can get sales from social networks. To do this, you only have to create a personalized store through them.
The e-commerce trend is beneficial to the wine industry because it can offer sales 24 hours a day, no matter where the customer is.
National and international export, marketing strategies for wine brands
Globalization has facilitated exports both within and outside national borders.
However, before expanding to foreign borders, you must ensure that your sales are working domestically. This will ensure the success of your brand in international territories.
In addition to all this, international exporting also needs a great marketing strategy.
Not only that, but it also takes a great deal of sales knowledge to do so, either through third parties or your winery.
Everyone wants to know your wine, show it!
Social media is very necessary. This is because it offers a direct channel of communication with the market. Therefore, it is one of the most important aspects of a marketing strategy.
For this reason, many companies use this tool to publicize their product, position it, obtain feedback and enhance the passion for their brand and wines.
However, you must remember that social networks need time and continuous updating.
Therefore, if you neglect your social media account and forget to update it, your product will lose its position in the market. Thus, it will become boring and outdated. What’s worse, it could even become weak in the eyes of the market.
Advertising in digital media
Digital advertising campaigns, paid media, are an effective way to make yourself known to a wider audience.
At the same time, it is an effective and economical option. How can you do it? It’s very simple, you just have to know what tools you have at your disposal.
- Banners: These are advertisements that are placed on the web pages with the largest audience. There are different sizes and formats for your convenience depending on the size offered by the page. In addition, it is prestigious for the winery to be able to appear in the main media, especially in magazines, blogs and important forums.
- Facebook Ads or Youtube Ads: are another option to advertise your product. In addition, these tools will allow you a great virality. Not only that, but thanks to them you will be able to segment in great detail and adjust your ads for your customers.
- Advertising on Instagram: it is used because of its low costs and because it can show your product to a large number of users. This in turn allows you to gain visibility and recognition.
These tools are useful because you can segment geographically, monitor spending and investments, and report on impact.
Inprofit. 360º marketing strategy for wineries.
Wine does not sell just because many people drink wine. Marketing strategies in the wine sector are essential for many of the initiatives that exist to attract the attention of users and having an e-commerce prepared for this is fundamental.
At Inprofit we will accompany you in every step of your brand. This goes from the creation of your business branding to the creation of content. We focus on supporting you with the development of your website or the management of your social media accounts.
Request a meeting online or in person at inprofit.es and we will be happy to help you.