Transcript Why brand a vineyard? - Washington Association of Wine Grape

The Octagon Group
Strategic Planning. Marketing. Image Building.
Dennis Black
www.octagongroup.biz
Washington Wine Commission
February 8, 2008
Why Brand A Vineyard?
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Background
Professional
More than 30 years experience as a senior
manager in sales and marketing
Hershey Foods
Campbell’s Food
Spice Islands Gourmet Spices
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Viticulture
1989 planted 16 acres of Chardonnay in
the Russian River Valley Appellation,
Sonoma County, California
10 year lease - Warren Dutton (Dutton
Ranch designate on over 21 winery labels)
In 2000, took over viticulture responsibility
2000-2002 sold our fruit to Kenwood
Winery Reserve Chardonnay program
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Viticulture
2003 - Tough year
Sold fruit to 7 wineries
2004 - Sold to 5 wineries
2005 - 2008 Two contracts
Sonoma Cutrer and Freeman
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2006 started The Octagon Group, a strategic planning,
marketing and image building company with 6 other
partners. Some of them you may know already…
Steve Burns
www.odonnell-lane.com
Elizabeth Slater www.inshortmarketing.com
Kent Humphrey www.erickentwines.com
George Christie www.christiewineconsulting.com
Bill Traverso
www.traversos.com
Barbara Stiling (Grower of the Year-Sonoma County-2007)
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At The Octagon Group, our procedure for strategic
planning and branding…
Clarify your vision
Develop your plan
Ensure your success
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Why brand a vineyard?
Good for public relations
Gives the winery and consumer a sense of value
Part of the contract negotiation to get a fair
price for your fruit
Helps the winery with greater trade leverage in
placement
Defense against price competition
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How to build a
vineyard brand and
image in the wine
industry
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Create a simple but effective outline
to establish a brand identity for your
vineyard
Vision
Mission statement - what, why, and how
Opportunity
Strategy
Action plan with timetable
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Vision
Focuses on your commitment to your vineyard
The style in which you think and act
The bridging of values conflicts to
bring about change
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Develop a sound branding vision
that includes
Business development plan
Priorities
Personal and businesses expectation
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Opportunity
Branding Vineyard Equity
Need to look at your own
vineyard in the mirror
SWOT
Strength/Weakness/Opportunity/Threat
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Strategies for building your
vineyard brand
Vineyard designate (grower reputation)
to the consumer
Appellation, geographic area
Working with winery
Artist series
Fundraising
Pro-active winery marketing department
Clonal selection, trellis, spacing
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Strategies for building your vineyard
brand
Winery - winemaker is sales and
marketing oriented
Differentiate your vineyard from the next
Have vineyard featured on winery’s web
site or with a link to your own web site
Have 4 or 5 talking points about your
vineyard
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What strategies does branding your
vineyard include?
Vineyard designate?
Financial goals?
Long term contract?
Your own label and winery?
Tie in with other creative ventures?
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Action Plan
Focus on critical priorities
Give your team (vineyard manager,
broker, marketing person) clear cut
marching orders
Protect quality and winery relations
Implement strategies you have
decided upon
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Results of your vineyard’s high
brand equity
Provides your vineyard with competitive
advantages to help the winery that
purchases your grapes achieve their vision
and their marketing objectives
Offers the winery selling points their
competition may not have
Consumer awareness and loyalty
Reduced marketing costs for the winery
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Dennis Black
Founder
The Octagon Group
Strategic Planning. Marketing. Image Building.
Vineyard Owner/Grape Grower
www.octagongroup.biz