Several months ago, a client asked me to do some first-hand interviews of wine industry thought leaders to learn why growth in the category has stalled. Was the problem that members of the wine category don’t promote the consumption of wine to consumers, just their own brands.
Wine, like almonds, raisins or milk, is an agricultural-based product category. Often you’ll find awareness campaigns to remind people why they enjoy eating or drinking a certain type of product. Why isn’t the wine category promoting itself and where is their marketing strategy?
Do you remember the dancing grapes singing Marvin Gaye’s, “I heard it through the grapevine “or the infamous Got Milk campaign, from the early ’90s? Yeah, baby.
Mike Veseth, a well-respected economist, writer, and teacher, wrote an article called Got Wine, Is it Time for a Generic Wine Commercial. In his post, he made many of these same points that my research uncovered. His thoughtful article is worth reading if you haven’t seen it. we came to many of the same conclusions.
Marketing Strategy is about Occasions, Jobs & Communities
Consumers don’t think in terms of categories (imported, Mexican beers) or domestic wines. They have a range of choices to consider, and usually, most of the options are outside of your category. So. while you may work in the wine industry, threats from spiked seltzer (White Claw), spirits, beer, soft drinks, fruit juice, and sparkling water are your competition.
If you work in the wine industry, wine isn’t your only competitive threat – it is the occasion, job, and community that should be your focus.
Three Ways to Market Beyond Your Category
- Think in terms of occasions, not categories. Where, when, and why someone reaches for a liquid beverage. Perhaps owning an occasion and positioning your brand through the ‘occasion-lens’ is a better marketing strategy. Become the wine for hump day (Wednesday wine), birthday gift wine, or wedding wine).
- Think in terms of jobs to be done. Spirits give you way more buzz per oz than wine. Therefore, it is hard to compete with other choices again when they bring a benefit you can’t achieve. Think of the difference between an ounce of cabernet and an ounce of Jack Daniels. Which product will “get the job done” if the consumer wants to get a buzz? Don’t compete where you are at a disadvantage.
- Think in terms of communities to serve. Brands often want to be for everyone, versus a specific and narrow target. If you are the wine (beer, spirit, sparkling water) made by vegans for vegans, you are marketing to a specific group of consumers with their own needs. Selling the smallest, viable audience is counter-intuitive, but in the long term, so wise. I have often kidded that wine for left-handed people could have an addressable audience of 15% of the wine consuming population and be made, just for them. See Lefty’s, for example, in another category.
Marketing Frameworks
Brands must start with a marketing strategy that allows them to find a way to be the only one in someone’s heart. You can’t be for everybody; you must be for someone or some small, niche group.
So traditional cows milk was for everyone but has declined dramatically because of how important plant-based milk alternatives like (almond, coconut, hemp, oat, etc.) has served a different segment. The recent bankruptcy of Dean Foods, the largest milk producer, is evidence that being for everyone is a problem.
My 92-year-old mom still buys traditional milk, but in the refrigerator of her children and grandchildren, you’ll find almond milk today. Where’s the future growth for the milk (or wine) category?
I think the answer is in not better wine, but a better wine marketing strategy.
Got marketing?
Does your business need a marketing coach, guide, or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
