Category Archives: Marketing

From Wine Communicator to Wine GM

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Opus OneBack in the day it was titled “Public Relations.” Then, somewhere along the line, folks started to call the position “Marketing Communications.” Today, it merely boils down to communicating and the iconic Napa Valley winery Opus One has termed the position, simply, “Communications Manager.”

Opus One is looking to file the position of “Communications Manager” and by the look of the job description it’s a position that, if filled correctly, then executed upon with gusto and commitment, could easily produce a person who might readily be on the GM track.

Consider the responsibilities built into this position:

• In collaboration with the Vice President of Communications, develop and execute a global Social Media Communications plan.
• Generate and manage all content (images, video, music and written copy). Working with designers, marketing and sales, external influencers and industry experts, produce relevant content that is consistent with the Opus One story and vision, and reflects our core values in social media spaces.
• Collaborate with sales and marketing to ensure consistency of message, and visual harmony across all social media.
• Monitor, listen and respond to users on all social platforms with passion, enthusiasm and decorum.
• Establish effective benchmarks (best practices) for measuring the impact of our social media strategy. Report monthly on effectiveness of campaigns and provide insights for refinement.
• Monitor and stay abreast of trends in global Social Media platforms, SEO, tools, applications, channels, design and strategy.
• Serve as a digital educator and champion for the social community.
• Understand complex CRM systems/data and effectively translate this knowledge into solutions that automate processes and increase our ability to dynamically personalize customer communications and on-site reception.
• Champion the expanded use of CRM. Continually build and maintain the relationship with all partners and stakeholders in the CRM functional area to ensure CRM is at the forefront of everyone’s agenda and solidly defined/interwoven into their planning and daily work routines.
• Identify opportunities and build relationships with prominent influencers and thought leaders in the luxury wine space (trade, distributors and collectors) and with other luxury product producers.
• Work with guest relations and direct marketing to maintain a customer-focused attitude with a focus on activities that create lifetime customers.
• Actively monitor daily newsfeeds for critical trends or breaking news regarding the wine industry or Opus One. Share, comment, or reply as appropriate either directly or through social media channels as appropriate.
• Working with the Vice President of Communications, draft and release press announcements.
• Effectively manage charitable donation requests based on established goals and criteria.
• Develop, coordinate and execute major auction donations as needed.
• Maintain, update, and expand knowledge of viticulture, enology and the Winery by participating in educational trainings offered by Opus One and outside sources.
• Speak knowledgeably about Opus One vintages, representatives, distributors, and retailers to better assist customers in the social community.
• Conduct tours of the winery as necessary and appropriate.

The things that are really missing from this position that a future GM would need to master is finance and personnel management. You also might want someone versed in industry compliance and legal matters, but, frankly, that’s easy enough to learn.

Finally, take note of the fact that this “communications” position does not include media outreach in its description. No doubt Opus One does in fact engage in serious media communications, perhaps even outsourcing it. However, it’s ironic that today, “communications” does not explicitly include media relations. Does this mean that social media outreach and media outreach are two entirely different things. You bet it does. The latter scares most people, while the former is often seen as an entirely different skill.

The beauty of this type of “communications” position is that it puts you in touch with and forces collaboration with members of an organization’s team located in all departments. The reason for this is that industry and consumer expectations are such that each level of a company must in some way be accessible. Additionally, the expertise lodged within each department of a company like Opus One has to be understood and viewed as a public asset; as a potential and likely spokesperson that can help the company communicate with and reach out to various sectors of the industry and public.

The Opus One Communications Manager job is an absolutely plum position for anyone thinking they want a long-term career in the wine industry. And the reach of Opus One into the three-tier channel, the DTC channel and into the web of the Napa Valley wine industry community gives the successful candidate remarkable exposures throughout the industry.

If I were 5-10 years into a career in marketing in the industry and wanted more of the same, I’d throw everything I had at obtaining this position.

Ten 2016 Trends the Wine World Needs to Watch

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It’s traditional to look back at the end of the year and assess what’s been. However, it’s much more fun, and profitable, to take what you’ve seen and look forward with an attempt to anticipate what’s to come and what trends will emerge. Since we are all about fun and profit, we choose the latter.

Below is a list of the trends we believe deserve watching. Some listed below we see as being solidified in the coming year. Others we think might emerge as important trends that wine marketers and publicists will benefit from keeping a very close eye on. They are listed in no particular order

1. “Natural Wine” Is Solidified As A Bonafide “Category” in the Wine World
Despite our skepticism that “natural wine” has any meaning whatsoever, we have seen this moniker applied to wines by very reputable publications and many wine professionals. It has been embraced enough that it will be solidified as a category to be watched. However, that also means that the term “natural wine” will be used by marketers who will take advantage of the fact that the term means nothing. Think “Reserve.”

2. Continuing Backlash Against the Wine Industry in Well Developed Wine Regions
Napa and Sonoma in particular will continue to see very vocal minorities demanding that the wine industry be penalized or burdened with new regulations in order to address problems this minority believes is caused by the wine industry. Traffic problems, new wine developments where vineyards have previously not been tended and winery-based marketing events will all continue to be assailed by the vocal minority. That said, there is every reason to believe the industry and the majority in these regions who support it will push back against calls to punish and curtail wine production and marketing.

3. Distributor Consolidation
Consolidation almost always breeds additional consolidation as those not involved in the consolidation seek to keep pace. In 2014 we saw huge, multi-state distributors become even bigger via consolidation. There remain a few large distributors that are ripe for the picking and in need of merging to keep up with the behemoths. We expect more consolidation in the wholesale tier in the coming year.

4. The Emergence of Younger Wine Writers
We believe 2016 will be an important year in the emergence of a new, younger crop of wine writers. As the older, experienced crew begins to think about retirement, the new crew will be selected from successful bloggers and young writers who have been toiling at second tier wine publications and websites. In other words, we expect to see promotions to the big leagues of younger wine writers.

5. Increase in Use of Media (not Social) Relations in the Wine Industry
We have seen a distinct increase in wineries and wine companies inquiring about help reaching the media with their brand message. This increase in interest in traditional media relations might be due to numerous developments. We see it as a response to the continued increase in brand choices and a need to sing louder and more clearly among a growing chorus of voices seeking an audience.

6. Opportunity in Diversity
Americans are more promiscuous in their drinking, whether migrating to different types of wines from the traditional varietals or migrating across categories to try new beers, ciders and spirits instead of sticking with their tried and true wines. Expect to see more wineries experimenting in different categories whether it’s distilling or cider-making or more.

7. More Groups and More Categories To Choose From
You’ve got varietal groups (ZAP), style groups (IPOB), regional groupings from new AVAs to their promoters. Expect even more groups to emerge in all these categories primarily as means for collective marketing efforts. It’s getting tougher and tougher out there to get share of mind and group marketing is an effective and affordable way to spread the word.

8. More Virtual Wineries as Cost of Entry Continues to Increase
You can expect to see more “virtual wineries” (no winery, no vineyards, no ‘bricks and mortar’ tasting rooms) emerge as the cost of entry into the California and Oregon and Washington wine industries continue to increase in cost and regulatory hurdles. Born only as brands, these “virtual wineries” will be run by (or should be run) by good marketers since, well, that’s primarily what their business is all about. Additionally, such brands can be created to appeal directly to specific groups, demographics and cohorts since there is no obligation to spend much of any time speaking about place and heritage.

9.  The Call For Expertise
The bubble in which wine consumers, trade, and media shout their thoughts is getting more crowded and louder and that cacophonous buzz is becoming deafening. We expect many consumers to more actively seek out vetted expertise in their pursuit of wine advice, recommendations and education. This is in contrast to the rise of the Everyman Wine Critic and the Crowd as the source of knowledge in our digital world. And CellarTracker and Delectable aren’t going anywhere. We realize this. But we see something else also. The continued success of Wine Spectator, Wine Enthusiast, Wine Advocate, World of Fine Wine and other sources of vetted wine information along with the rise of the Somm and repeated calls to “find a local wine shop” is evidence that consumers are looking for real expertise to help guide them.

10. Purposeful Authenticity Will Be More Important Than Ever
Next year is a presidential election year and this means that despair and cynicism will reach its four-year high. The constant barrage of “talking points,” scandals, meanness and more will have people looking for content with real purpose and true authenticity as those they are willing to give time to. Those wine companies that can provide their community or constituents with real, heart to heart, meaningful, authentic content will capture hearts, minds and possibly wallets.

Have you spotted any trends the wine industry needs to be aware of going into 2016? Please leave them in the comments section of this post below. We want to hear what you see.

Make Merry!

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Is your winery’s entrance decorated with a holiday theme yet?

Maybe you don’t have an allée of tall sycamores whose trunks you could outline in red lights….maybe you don’t have a 30’ tall stainless steel creature jumping out of the vineyards (who might wear a Santa hat)….

But your winery probably has a gate or a fence. Or some type of trees or landscaping. Or a sign, however big or small. We’d suggest you get in the spirit, especially in these tough times. Decorate! Doesn’t have to be red and green. You could stay with all white lights, or an ecumenical approach with a rainbow of colors. What about a Burma-shave type progressive story told along the fence?

Maybe you could arrange for a herd of artificial reindeer who raise and lower their heads, all the while blinking merrily away?  The Phoenix Zoo is famous for its holiday light program, where visitors stroll through the zoo in the dark enjoying another dimension of storytelling.

In these tough times, even a whimsical approach to holiday décor will endear you to customers, passers-by and your own winery family of employees.

Picture of photograph of animal being projected upon the facade of St. Peters Basilica

Just as I’m writing this I came across an amazing son et lumiere ‘show’ the Vatican launched this week as a statement about climate change and endangered species. You can read about it and enjoy a video here, and see photos here, here and here. What a great and savvy combination of message and magic!

And what the Vatican has done is a reminder that there’s another approach: use your building façade as a canvas. If you live in the Napa Valley, you’ve seen how the city of St. Helena projects snowflakes on buildings along Main Street.

Share what you come up with — post a photo of what you do here at SWIG!

Merry and happy to all!

What do wine writers say when they walk away….?!

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Deloach March 2014

May we introduce Ryan O’Hara?!

Mr. O’Hara is a Washington D.C.-based wine blogger, whose blog The Fermented Fruit reaches over 35,000 unique visitors each month.

Ryan explains that he started the blog “not because I am a professional wine writer or critic, but because I love drinking wine and sharing in the experiences that wine has to offer. A true Marylander at heart, I was born in Annapolis, Maryland and raised just outside in the small suburban town of Arnold. I love being on the water nearly as much as I love being on a vineyard! While my formal education is in aviation, I deeply enjoy the intriguing complexities consistently presented by the fascinating world of wine. There is so much to learn and no two bottles are ever the same. I can’t imagine another subject that can be so mystifying and utterly rewarding at the same time. While I think professional scores and write ups are great as a guideline, I am here to share my perspective as a consumer. Together, I hope to find great wines that represent great value, whether they’re priced at $10 or $100. Besides my deep passion for wine, I am also an avid cyclist with three beautiful little girls and an amazing partner.”

We thought Ryan’s perspective on how wineries present themselves would be valuable for SWIG readers. Please enjoy.

  1. What’s the weirdest or most unprofessional thing that a winery said or did while you were visiting?

Awkwardly being pressured to purchase wine. While I realize that wineries are in the business of selling wine, I am there in a journalist capacity – not necessarily as a customer.

While I do occasionally buy wine on these ‘official visits,’ I am certainly not in a position to do so every time. Expecting me to write about them and buy wine seems pretty one-sided to me. Unlike a traditional journalist, most bloggers aren’t being compensated for their time or articles despite having increasing influence amongst consumers.

2. What’s the ‘best?’

Being surprised to learn that a winemaker was genuinely interested in my blog. Usually I get the requisite ‘About Me’ scan before a visit.

3. What surprises you as you visit wineries, again, knowing that your hosts know you’re a blogger?

Probably the disparity in how I’m received as a blogger. However awkward, some wineries literally roll out the red carpet while others don’t even seem to fully grasp the concept of blogging itself and the relevance of new media. Basically they don’t understand what a blogger is/does and or how it might relate to or benefit them.

I think there is this stigma out there that many bloggers are just out to get free wine. While the opportunity to taste your wines is greatly appreciated the reality is that well-known bloggers already get more wine sent to them than they can taste. For those of us who invest a great deal of time and energy into our blogs, that viewpoint is quite frustrating.

It’s important to note that having a big social media following does not necessarily translate to a lot of blog traffic. You can get an idea of how much traffic a blog actually has by utilizing Alexa.com.

4. What would be your advice for a winery when they are planning a visit by a journalist (do this, don’t do that)?

  • It’s always a good idea to know who is visiting you, even if that means just a quick scan of their About Me page.
  • No offense to hardworking tasting room professionals (several friends of mine!) but if it is possible have the owner, winemaker, or marketing director host journalists.
  • Try to understand that all bloggers work differently. I for one, do not like taking formal notes during an actual winery visit. It is hard to focus, especially when you have an engaging host and I know when I’m tasting 10 big wines side by side, I suffer from palate fatigue…
  • What’s with the 10am tastings?! I realize that the argument is that your palate is most fresh, but I’d like to start a movement towards late afternoon/evening tastings! Also, please also make sure to provide a spittoon.
  • Make sure that you’re on social media. I’m surprised how many great producers I visit who aren’t engaging consumers and fans on Twitter, Instagram and Facebook. Many bloggers will share something from their visit on social media. Some of the benefit is certainly lost if they can’t directly link to you.
  • While most bloggers appreciate seeing the property, try to focus on what makes you different from other wineries.
  • Know that we sincerely appreciate your hospitality.
  • Should a blogger write about you – say thank you and keep in touch.

5. What motivated you to start your blog? Do you have any future plans for the blog?

I needed an outlet to share my passion for wine. I think my friends and family had enough of listening to me going on and on about the wines I was excited about! I can’t say I have any future plans for the blog necessarily, though that could always change. I just recently added a ‘Cult Wine’ section where I will be sharing splurge worthy wines that I think have already achieved cult status, or may have what it takes to do so in the near future. I hope to develop that further and continue to develop good content for my readers.

6. Can you tell us anything about the readership of the blog?

My readers are a diverse and loyal bunch. While 92% of the 32,500 unique users who visited in October were from the United States, the remaining 8% was represented by another 106 countries. The majority of my traffic finds me via organic search. While some blogs focus on wines from a specific price point, I prefer to cover wines spanning the price spectrum – which more accurately represents my interests in wine and how I consume it. It also enables me to connect with novice wine-lovers and connoisseurs alike.

7. What is your view of the current state of wine writing and journalism in the U.S.?

I see the reliance on scores by prominent critics becoming less and less important as the millennial generation becomes a more and more powerful segment of the wine consumer population. They value a more personal connection and for better or worse, they buy wine more often based on its story rather than its actual quality. Their skepticism of the established system combined with their reliance on social media will support the current trend towards the increasing influence of new media.

Go to the movies!

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There seems to be a moment now where journalism is front and center in a number of new films. Here’s a recap of what’s out there: we would recommend you go to see them. Doing so will certainly increase your awareness of what the media deal with….as well as giving you fodder for conversations with journalists. What deep, dark secrets might a wine writer uncover? One never knows!

Image result for robert redford truth images

Truth is based on television news producer Mary Mapes’ memoir Truth and Duty: The Press, the President and the Privilege of Power. The film focuses on the 60 Minutes report questioning President George W. Bush’s military service, which ended in Dan Rather’s resignation. Robert Redford plays Dan Rather.

Spotlight focuses on how The Boston Globe’s Spotlight team investigated the sex abuse scandal in the Catholic church in Massachusetts and won a Pulitzer Prize for their work. The cast includes Mark Ruffalo, Rachel McAdams, Michael Keaton, Stanley Tucci, Liev Schreiber and Billy Crudup.

The Program hasn’t arrived in the U.S. yet: based on David Walsh’s book Seven Deadly Zins, it tells the back story of a journalist’s attempt to expose Lance Armstrong’s doping.

Snowden, based on the book The Snowden Files, directed by Oliver Stone, re-creates the leaking of classified documents. It stars Joseph Gordon-Levitt, Shailene Woodley, Nicolas Cage and Tom Wilkinson.

Black Mass, starring Johnny Depp and Benedict Cumberbatch, Kevin Bacon, brings a book about mobster Whitey Buger to life.

The producer of Truth recently explained that “one of the things that makes journalism stories a genre filmmakers go back to is they contain a lot of the qualities of great storytelling. You have people with very ambitious goals who often have to climb mountains to achieve them. That’s the stuff of real drama.”

You may or may not have “the stuff of real drama” waiting in your vineyard or in your production area between the barrels and the stainless steel tanks, but by staying current on how popular culture paints the picture of journalism today, you’ll be ahead of the game.