Wine Marketing
in the Digital Age

Jordan Vineyard & Winery
1976: Looking Back

Jordan Vineyard & Winery
Reality Check
• Consumers have many more
quality wine choices now than
they did when John Jordan's
parents founded the win...
Core Principles
• Have mission clarity, focus
• Challenge assumptions
• Refuse to compromise quality
• Change with authent...
Storytelling Platforms

Jordan Vineyard & Winery
Digital Magazine

Jordan Vineyard & Winery
“A product can be quickly
outdated, but a successful brand is
timeless.”
- Stephen King

Digital Brand Essence

Jordan Vin...
Communications
• Videography
• Marketing
• Public Relations
• Social Media
• Photography

• Copywriting (all audiences)
• ...
New Media Strategy
• Prepare culture
• Hire/train skilled professionals
• Research/understand brand/markets
• Develop plan...
Telling our Story

“If a picture is
worth a 1,000
words,
then a video is worth
300,000.”
- Nadira Hira,
Direct to Consumer...
Telling our Story
• High-definition videos
• Added value to the
customer/tips, advice

• Types of content
•
Winemaking, vi...
Video and Your Brand
• Equipment
• Look
• Sound
• Lighting
• Bandwidth
• Audience
• Advance Planning
iPad and Our Brand
• Elegant
• Contemporary
• Dynamic
• Interactive
• Attention-getting / high-quality
• Fast
• Efficient
...
Sales Tools
• Distributor meetings
• Video streaming live from Jordan
• Winemaker virtual tasting videos
• Personalized vi...
Sales Tools (continued)
•

On premise
•

Live video streaming

•

Staff training
•

•

UPC code scanning for smartphone ac...
Other Marketing
Tools
• Jordan Brochures
• Digital Press Kit
• New Releases Introduction Letter with QR
Codes
• QR Code wi...
Apple iPad Profile

Jordan Vineyard & Winery
Cooking Video

Jordan Vineyard & Winery
Tasting Note Video

Jordan Vineyard & Winery
Discussion

Jordan Vineyard & Winery
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Wine marketing in digital age

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A digital wine marketing strategy presentation from a 2012 wine conference.

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Wine marketing in digital age

  1. 1. Wine Marketing in the Digital Age Jordan Vineyard & Winery
  2. 2. 1976: Looking Back Jordan Vineyard & Winery
  3. 3. Reality Check • Consumers have many more quality wine choices now than they did when John Jordan's parents founded the winery • The role of wine distributors and the three-tier system has changed • Being agile and adaptive is the only way for an independent family winery to succeed • Old-world artistry and new technology are converging
  4. 4. Core Principles • Have mission clarity, focus • Challenge assumptions • Refuse to compromise quality • Change with authenticity
  5. 5. Storytelling Platforms Jordan Vineyard & Winery
  6. 6. Digital Magazine Jordan Vineyard & Winery
  7. 7. “A product can be quickly outdated, but a successful brand is timeless.” - Stephen King Digital Brand Essence Jordan Vineyard & Winery
  8. 8. Communications • Videography • Marketing • Public Relations • Social Media • Photography • Copywriting (all audiences) • Advertising • Sales Tools
  9. 9. New Media Strategy • Prepare culture • Hire/train skilled professionals • Research/understand brand/markets • Develop plan • Tone, content, platforms, frequency, audi ences (trade, consumer) • Build architecture • Determine workflows • Integrate across departments • Execute • Listen • Respond • Adapt
  10. 10. Telling our Story “If a picture is worth a 1,000 words, then a video is worth 300,000.” - Nadira Hira, Direct to Consumer Wine Symposium
  11. 11. Telling our Story • High-definition videos • Added value to the customer/tips, advice • Types of content • Winemaking, viticulture, culinary, hospi tality, design • When to drink videos • How to videos • People behind the wines • Family/history stories • Ongoing training to stay ahead of competition
  12. 12. Video and Your Brand • Equipment • Look • Sound • Lighting • Bandwidth • Audience • Advance Planning
  13. 13. iPad and Our Brand • Elegant • Contemporary • Dynamic • Interactive • Attention-getting / high-quality • Fast • Efficient • Productive
  14. 14. Sales Tools • Distributor meetings • Video streaming live from Jordan • Winemaker virtual tasting videos • Personalized videos from Jordan staff • Off-premise • iPad Keynote sales presentations (also for PC) • Wine videos for online retail websites (ready-made or custom) • Staff training videos • QR Codes (ready-made or custom) • Shelf talkers • UPC code scanning
  15. 15. Sales Tools (continued) • On premise • Live video streaming • Staff training • • UPC code scanning for smartphone access to technical information • • Stickybits When to Drink video series • • For list of videos, click here For list of videos, click here Digital Wine Lists • Custom videos with winemaker • Ready-made winemaker videos • • • Custom sommelier videos Printed wine lists • • Chardonnay 2007-2009, Cabernet Sauvignon 1999-2007 QR Codes for wine feature page iPad Keynote sales presentations (also for PC)
  16. 16. Other Marketing Tools • Jordan Brochures • Digital Press Kit • New Releases Introduction Letter with QR Codes • QR Code wine list features • Wine dinner welcome letter • Wine dinner QR code wine disk giveaway • Mobile website • Video integration into website • Interactive vineyard map • Swag (corkscrews, glasses, hats, shirts) • USB drives
  17. 17. Apple iPad Profile Jordan Vineyard & Winery
  18. 18. Cooking Video Jordan Vineyard & Winery
  19. 19. Tasting Note Video Jordan Vineyard & Winery
  20. 20. Discussion Jordan Vineyard & Winery
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