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

1. Wine Marketing
in the Digital Age
Jordan Vineyard & Winery

2. 1976: Looking Back
Jordan Vineyard & Winery

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. Core Principles
• Have mission clarity, focus
• Challenge assumptions
• Refuse to compromise quality
• Change with authenticity

5. Storytelling Platforms
Jordan Vineyard & Winery

6. Digital Magazine
Jordan Vineyard & Winery

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outdated, but a successful brand is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

8. Communications
• Videography
• Marketing
• Public Relations
• Social Media
• Photography
• Copywriting (all audiences)
• Advertising
• Sales Tools

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. 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. 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. Video and Your Brand
• Equipment
• Look
• Sound
• Lighting
• Bandwidth
• Audience
• Advance Planning

13. iPad and Our Brand
• Elegant
• Contemporary
• Dynamic
• Interactive
• Attention-getting / high-quality
• Fast
• Efficient
• Productive

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. 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. 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. Apple iPad Profile
Jordan Vineyard & Winery

18. Cooking Video
Jordan Vineyard & Winery

19. Tasting Note Video
Jordan Vineyard & Winery

20. Discussion
Jordan Vineyard & Winery