When you’re marketing your wine, it’s natural to be super-protective of your brand and your image. It’s difficult to “sell” your wine; it should really go without saying that it’s very, very special. After all, wine is a luxury good, and should be marketed appropriately. Or is it? Unless you’re in the rarified atmosphere of less that 1% of the wine that’s sold around the world, your wine is very good, extremely special, and worthy of very careful and nurturing marketing efforts. But, and I’m sorry to say this, it likely isn’t the unicorn that collectors search high and low for, willing to pay any price. You have to sell that wine, and sell it aggresively.
That’s not to say that you shouldn’t do everything in your power to present your wine in the best possible light. You absolutely should. But it does mean that you should market your wine using the tools and techniques that other industries use every day to move lots and lots of product. Simply put, you need to give your customers a reason to buy your wine. And that reason is not about where the grapes were grown, or how long the wine was aged for, or what your family history is all about. The reason is, and this applies to every single product sold in the marketplace, what need does your wine fill, and for whom? If you can answer that question, you’re halfway there.
You have to say, look Mr. Sauvignon Blanc lover, Ms. Zinfandel lover, my Sauvignon Blanc, my Zinfandel deserves to be on your table, because if you like these wines, you will love mine. Don’t be shy, or afraid to brag a little. Tell them why they will like it. Use simple language, not jargon. Think about the wine from the perspective of your customer, not yourself.
The fact is, wine is a product, like anything else. Sure, it’s special. But if you don’t give your customers a reason to love your wine, it will be special, and unsold.