Fairly new to the Walla Walla Valley (2007) and relatively unknown winery wanted to increase their tasting room sales. In discussion, they told us that they had in excess of 2000 cases of value priced wine labeled with an extinct brand, which was becoming as we like to say, “vintage-challenged.”
Strengths: Owners had the resources to finance marketing efforts and were open to new ideas. In addition, the wine had a low COGS.
Weaknesses: Brand is not a well-known WW name, winemaker and ownership was from outside the valley and winemaking is done at another site. Tasting room is in a previously desirable location that now is increasingly bypassed as wineries move downtown and to the south side of town. Without a local connection, many locals had not visited tasting room and therefore, were not actively recommending winery as a place to visit.
Opportunities: Big wine weekend was coming up and with publicity, WDS could drive traffic to the tasting room. Once in the tasting room, the client had an opportunity to sell their value wine as well as introduce visitors to the main brand.
Threats: We had to walk a careful line between blowing out the vintage-challenged wine in a case sale while not damaging winery image and main brand.
WDS increased visitor traffic through marketing efforts by 300%.
Sales revenue increased 500% over same weekend previous year.
Increased email list by 25% over weekend.