The unofficial flag of DTC marketing — circa 2019
I once asked a pilot what it's like to fly a plane. The answer was "hours of boredom interrupted by brief moments of terror."
Over the last decade, many wine merchants could say the same about piloting their DTC marketing.
Following the lead of other industries, wine merchants developed a repeatable success formula, neatly summarized by Angelsmith, and adopted as the unofficial flag of an entire generation of DTC wine marketers.
During the "rinse & repeat" era, wine marketing became boring and lucrative. Then our brief moments of terror came in the form of a pandemic upending our comfortable routines.
Now that we've survived the pandemic, today's wine marketers face a choice. Retreat to the past or chart a new path to success in a changing marketplace.
But no matter how much we miss the past, we all know there's no going back.
An Urgent Need for a Wine Marketing Renaissance
At last week's Wine Industry Sales Symposium, 300 sales and marketing professionals gathered to learn about the latest wine marketing research, trends, and the best practices used by top performers.
Expert speaker after expert speaker stressed the urgent need to revamp our industry's approach to every aspect of wine marketing in response to declining sales, growing competition, and changing consumer tastes.
In short, the message we heard loud and clear is that it's time to re-imagine every pillar of wine marketing – product, price, place & promotion – so our 5000-year-old industry can continue to thrive by adapting to a new generation of wine consumers.
A Call to Arms for Wine Marketing Professionals
From the perspective of "rinse & repeat" marketers, the wine industry's challenges may seem daunting.
On one side, we feel the pinch of old age as loyal customers age out of their peak wine-buying years. And on the other side, crafty competitors concocting RTD cocktails, premium spirits, and non-alcoholic beer/wine are doing a better job of pleasing the palates and social sensibilities of younger adults.
But the wine marketing professionals I know are resourceful, resilient, and unafraid to innovate. And in this competitive environment, their work is more important than ever.
Armed with new AI-powered wine marketing tools, a growing appreciation of consumers who value inclusion/diversity over exclusion/tradition, and motivated by self-preservation, now's the time for wine marketers to prove their worth by stepping up when an entire industry is counting on us to deliver results.
DTC Wine Marketers – It's Your Time to Shine
Years from now, perhaps the marketing pendulum will swing back to the days of "rinse & repeat."
But in 2023, the onus is on us to offer new ways consumers can enjoy the products we produce in a way that quenches our thirst for success and fuels a lifestyle cherished by millions.
The bottom line is that our industry faces a marketing problem, so we desperately need marketing solutions.
If you’re a wine marketer, now’s the time for you to shine.
Happy Selling!
ABOUT THE AUTHOR
Founder & CEO of VinterActive LLC, Bryan St. Amant, is a pioneer in developing preference-based direct marketing and its successful application in the wine industry.
His award-winning work has been featured in books, magazines, and seminars, including CFO Magazine, Inc., CNN Money, eMarketing Magazine, Integrated Direct Marketing, Direct Marketing Association, Wine Business, Grapevine Magazine, Wine Marketing Report, and the Wine Industry Network.