The wine industry like any other industries is very competitive and reliant on its buyer base. To have an edge over competitors, a winemaker must connect with consumers.
In order to connect with consumers, you first need to understand them. This can be accomplished in a myriad of ways such as through focus groups, surveys and analytics. At any rate, among the many options a company has at its disposal, there is a simpler, better way: educating and listening consumers.
Take for example coffee to illustrate this point. Billions of people around the world have enjoyed coffee for over five centuries give or take. However, our understanding and appreciation of the product has changed dramatically in the US since Starbucks became a powerhouse and debuted in Seattle in 1971.
The same thing can happen and has happened in the wine industry. Winemaking has remained largely unchanged for thousands of years, but it wasn’t until 2002 that the wine industry boomed in the US. The number of U.S. wineries has grown by 50% to 10,000. Many winemakers have redefined wine, commanded incredible prices and gained the new passionate consumers.
Wine producers don’t do it by accident, they actively shape the market through social influence and sheer innovation. Let’s see how they do it.
Conceive Something Unique
Oftentimes, customers have limited expertise and difficult-to-predict preferences. This is why wine producers seek to influence tastes rather than responding to consumer input. Some people say you should give customers what they want, but rather than doing that, you should understand why they want what they want and create something accordingly.
Instead of responding to consumers or pursuing maximum financial gains, as a winemaker, you should have a vision, much like artists create their work. Aiming to make something personal and new will allow for unique wines and trademarks.
Mobilize People Through Influence
Taking into account the opinion of peers, critics and media is paramount strategy to improve a wine brand and connect with consumers. The aim is to build influential relationships with industry figures and shakers, and in doing so, shape the markets favorably.
The wine brands need to educate this expert group in their histories, visions and concepts. If they succeed showing the wine connoisseurs their value, they will gain control over the stories reaching consumers. It is all about discovering the essence of a wine. Through these experiences, the public opinion reaffirms whether a wine is excellent, extraordinary or a winner or failure product.
Let Consumers Take the Initiative
The wine industry nowadays is brimming with thousands of choices for consumers. This reality puts a lot of stress on shoppers fearful of poor decision making when it comes to purchasing wine. The experts and people related to the wine industry the brands have worked so hard to influence will be whom customers will turn to first. Observing consumer behavior is still key to achieving success as a winemaker. The unique concept flows from the winemaker to the experts and from there to the consumer. Retailers and sommeliers will share their favorite wines with consumers, who in turn share what they’ve bought and enjoyed with others. It is a chain where consumers must take the initiative reacting and sharing. Some buyers will then become more passionate and join wine clubs, visit celebrated wineries, and strive to become experts.
If a winemaker can master this cycle of consumer initiative, they are halfway through getting their product to the next level. This ensures financial success and allows the winemaker to define categories and set benchmarks in the industry.
We Love Connecting with Our Consumers
At Bodegas Ven we take pride in always striving for a meaningful and sincere connection with our consumers, that is, every one of our customers. A bond grounded in the enjoyment and passion for wine. We care for our consumers’ expectations, needs and wishes. As the wine industry grows more complex and competitive, we believe that advocating for authentic connections and having a unique vision accounts for success.
We want to show you the wonders of Spain with a glass of wine! Explore the original flavors of Spanish wines locally made, infused with the spirit of our land. Find out what VenToSpain has in store for you with its international wine line!
VenToSpain is now available at restaurants, gas stations and other points of sale too. Visit:
- Entre Tapas Restaurant
- Madrid Tapas y Vinos
- Mobile Sunny Isles at Collins 18300
- Chevron Miami Beach at 401 71st St, Miami Beach, FL 33141
- A&G Mini Mart at Chevron Doral 2498 NW 87th Ave, Miami, FL 33172
Find out what VenToSpain has in store for you!