It’s not the easiest thing, nor the least expensive thing, to have our wine reviewed positively by an authoritative wine critic or wine-related publication. So when it happens, it’s important for the producer and vendors of the wine to take full advantage of occasion; to extend the life and utility of the positive review.
But first, ignore anyone who tells you that the reviews published by wine critics are a useless, waning in marketing value, ignored by any particular generation of wine drinkers or meaningless. The difference between the impact of a rating and review of a wine by someone touting it on Twitter and a critic touting it in, say, Wine & Spirits Magazine is exponential: one is exposing your wine to probably 1000 people at most, some of whom may like wine and some of whom may have no interest in the tweeter’s opinion, while the other is exposing your wine to a highly engaged audience of tens of thousands of wine lovers who have already indicated they trust the opinion of the magazine by actually paying money to read it.
So, the important question to answer is how to take full advantage of the positive reviews you receive for a wine you produce or sell by getting it in front of as many people as possible? Here are some of the ways that the recipient of a positive review ought to consider using each it in order to make the most of this important sales tools.
1. Use Social Media
Use your social media channels to get the info out to your followers and friends. If possibly, link to the review. If not, include as much of it in the social media post as possible.
2. Get it to Sales Partners
Producers, make sure your distribution partners are alerted to the new review either via email or by creating and sending a simple, well-designed document that highlights the review.
3. Highlight it on the Producer’s Website
Include the review in the product information page, on a “rewards” or “accolades” page or perhaps on the home page.
4. Put it in Your Newsletter
Share the good review with the recipients of your newsletter. It needn’t be a novel or even a short story. Note the publication, the wine, the description of your wine and any rating that may come with it.
5. Share it in the Tasting Room
If you have a tasting room, your review can easily be shared with guests by delivering it on the tasting room menu or simply by insuring that your staff communicates the substance of the review as they pour the wine.
6. In Your Wine Club Shipment
If the wine in question will be part of your wine club shipment, then include the review either as a stand alone piece of collateral or included in other printed material in the box.
7. In Your New Release or Allocation Letter
If you send periodic emails or printed letters announcing allocations or new releases, be sure to include the review and any rating in the materials your customers receive, including any order sheets you may include or send.
8. At Events Where You Pour the Wine
If you bring printed information about the products you are pouring at events, make sure to include the new rating in that information.
9. Create Shelf Talkers for your Sales Partners
If you distributor sales partners believe they can successful use shelf talkers, then make the effort to create an attractive shelf talker highlighting the review and provide them with ready-to-use material.
10. In Advertising
If you do any advertising in print or digitally, consider using the review or the rating attached to it.