7 Ways Your Winery Can Stand Apart from the Rest

Today, the winery business is more dynamic and competitive than ever before! With thousands of established wineries out there, it takes smart strategy, efficient systems and unique branding to stand apart. So, how can your winery get noticed in the crowd? These seven tips and tricks will make sure that your winery enjoys an edge over the others.

1. Define your target wine drinking audience:

Your target audience sets the tone for all your winery’s marketing strategies. Therefore, it is crucial to identify who your consumers are, what they like and how they behave. Unfortunately, most wineries make the mistake of targeting “anyone who drinks wine.” You need to take a step further and identify a section(s) of people from within this broad group.

Research indicates that your target audience can be anyone from engaged newcomers who are keen to learn about winemaking to everyday loyals who consume wine on a regular basis. So, think about the what your winery offers, and which audience it would attract the most.

2. Offer an unforgettable experience for guests:

Wine is no longer just a drink – it is an entire tourism industry! From the time your visitors step into your cellar door, through tastings and estate tours, to the time they leave your winery’s premises – you need to give them a memorable experience!

You could offer unique wine tastings, provide personalized wine tours, host creative events and more. Check out these examples for some inspiration:

– Penfolds Magill Estate Winery, in Australia, gives its visitors a glimpse of their wine blending process, by allowing them to create their unique blends.
– Elke Vineyards, in CA, offers wine tastings with the winemaker for a personalized experience.
– Audrey Wilkinson Estate, in NSW, Australia, charms guests with its rich historical heritage.
– Robert Stein Winery & Vineyard, in NSW, Australia, sends wine club members food pairing ideas with each shipment.
– Villa Bordini, in Tuscany, offers accommodation in luxurious boutique cottages on its vineyard.

If you’re looking for more inspiration, check out what these 12 leading wineries in Australia are doing right.

3. Become “social” online:

While events are a great way to connect with guests, you also need to keep in touch with them on other days. What better way than to leverage the power of social media? However, you need to use social media strategically in order to achieve results.

Your winery’s social media posts need to be attractive, engaging and relevant to your target audience. For example, if your target audience is wine enthusiasts, then consider posting wine tasting tips and food pairing ideas. Also, don’t forget to share details about upcoming events, new wines and promotions.

It is also a good idea to create a social media calendar in advance, specifying what you will post on each day. This will save you the hassle of scrambling for content last minute.

4. Tell (and sell) your story:

Every winery has a unique story to tell. And, your winery needs to tell its story wherever possible – right from your wine labels to your website! Your buildings and decor should reflect your unique story, too. For example, the Audrey Wilkinson Estate exudes the legacy of one of Australia’s earliest winemakers, Audrey Wilkinson. There’s even an on-site museum dedicated to this pioneer.

More importantly, train your staff to be your storytellers. Especially, since cellar doors pave the way for wine sales.

5. Host unique events:

Hosting parties and events is an integral part of running a successful winery business. After all, events are a great way to pamper your loyal customers, foster a community of wine enthusiasts and promote your winery.

However, you need to ensure that your winery is associated with extraordinary, and not run-of-the-mill, events. Wine seminars, wine blending classes and tastings with the winemaker are a few exclusive offerings that you could bring to the table. In addition, teaming up with a producer of gourmet cheese or olives would be a bonus feature for your winery events.

Hosting musical concerts and art exhibitions is another good way to accentuate unique partnerships for your winery. For example, Australia’s Leeuwin Estate has grown to be recognized for its series of concerts and art exhibitions.

6. Focus on wine club members:

Your wine clubs are as crucial as your cellar doors. Clubs not only help you form long-lasting relationships with your customers, but also boost your Direct-To-Consumer sales. In fact, wineries make an average margin of 50% per bottle on each wine club shipment!

How can you increase loyalty among your wine club members? Here are a few ways:

– Understand, and cater to, your club members’ preferences. Make sure that your members are the recipients of personalized service and treatment.
– Allow wine club members to customize their orders, and switch or cancel their memberships, as and when needed.
– Offer club members special privileges such as first-time access to scarce wines, exclusive invitations to events, private tastings with the winemaker and discounts on purchases.
– Stay in touch with your members. Use social media, e-mails and newsletters to keep them updated about your wine club news, activities and promotions.

A good winery management software should track orders and shipments for each member, manage multiple club packages and automatically process payments. In fact, the 360Winery^™ software lets you offer personal log-ins for your club members, allowing them to change their preferences and pick the wines they love.

Learn more about how you can retain members, and multiply your wine club membership HERE.

7. Partner with the right winery software:

Running a successful winery is no walk in the park. Keeping track of vineyard production, accounts and sales needs constant planning management. Here’s where a winery software come in!

The right winery software can help you run your winery business efficiently. 360Winery^™, for example, automates your winery’s processes, thus boosting your productivity and saving you a lot of money, time and effort! 

In fact, the 360Winery^™ software offers complete integration of all winery aspects – from vineyard production and inventory management to accounting, sales and reporting. Along with leveraging the cloud, this software also offers a mobile app and unique offline mode, which ensures that business never stops.

Your winery can also also enjoy reduced operational costs! In fact, you can find out exactly how much your winery can save. Take the 2-minute 360Degree Test and calculate your winery’s potential savings.