By now we’ve all read the SVB 2020 State of The Wine Industry report by Rob McMillan. In many ways the news is familiar. Aging boomers, industry consolidation, health concerns, and a difficult labor market are all ongoing concerns. What’s new is the reluctance of Millennials to embrace wine. This isn’t the only driving factor, but it is changing the game. We’re seeing low to negative volume growth, pricing pressure,… Read More »Why The SVB 2020 State Of The Wine Industry Report Is Good News
Words Sell Wine No question about it: you’ll sell more wine if you really pay attention to the words that make people take action. Used well, words will excite and motivate customers and convert sales. In my experience, I’ve found three simple habits that make my writing more powerful, effective, and action oriented. Let’s dive right in and look at them. Not We and Ours. You and Yours. Before you… Read More »Sell More Wine With These 3 Simple Writing Hacks
Content = Storytelling Plain and simple, without great copywriting you don’t have great content. Marketing is about telling a story, and stories get told with great writing. This is especially true in wine marketing; we have such rich, varied stories to tell, but our audience is often confused, intimidated, or easily bored. It’s our job as marketers to build content that our customers can relate to, get excited about, and… Read More »What Does Effective Content Marketing Mean For The Wine Business?
I’m happy to announce that I’m starting a new chapter in my career in wine by launching Fine Wine Marketing, a copywriting consultancy for the wine business. It seems appropriate that my first post here should be a look back at where I’ve been, and a glimpse at where I may be going. I hope you enjoy this little peek through the looking glass. In the summer of 1980 my… Read More »Forty Years Of Fine Wine Marketing