How To Market Wine Online [Case Study]
In this episode of the Earned Media Podcast, learn how a small, family owned winery built a website that attracts more web traffic and drives more direct to consumer sales than most major wineries, without spending a nickel on advertising.
This is an audio case study with my clients Ross and Jennifer Halleck, the owners of Halleck Vineyard, who have been using my Digital Pivot Framework to transition the majority of their wine sales from the more traditional channels to the coveted, high-margin, direct to consumer sales via the internet.
There are hundreds of thousands of wine brands, of which fine wine is just a small fraction, competing for attention online. Using the Digital Pivot methodology I lay out in my new book, Halleck Vineyards went from less than 500 to more than 20,000 visitors per month.
So far for this year, wine tasting room visits from Jan. 1 to Oct. 25, 2022 are up more than 200% over all of 2021. The Digital Pivot methodology is a sequential approach to digital marketing that prioritizes organic over paid media, social media and earned media.
Unlike Napa Valley, Sonoma County is home to more small wineries. The Halleck's original thought was that email marketing would be the key to increasing sales. But as email slips in its ability to drive transaction for luxury brands, I was able to demonstrate how owned media marketing is far better suited to fine wine marketing. In the wine industry, selling a brand is equivalent of telling the story behind it.
Fine wine marketing requires inbound demand generation. Outbound digital channels, like email marketing, work best when the marketers present offers that appear to deliver a greater value than the cost. In the case of fine wine, or any luxury product for that matter, overly generous offers have the potential to cheapen a brand.
To find out how Sonoma County Winery Halleck Vineyard increased their wine sales DTC online, listen to this episode of the earned media podcast. If you'd like to achieve similar results, apply here to become a delegate of the Digital Pivot Program.