Authenticity in wine marketing is crucial to connecting with your customers and winning their continuing support. Authentic marketing promotes the genuine qualities and values of your brand or product and is relatable to your target market. It outshines fake attempts at grabbing attention and helps to build long-lasting relationships with your customers.
When it comes to wine marketing there are a few strategies you can consider for your brand:
Storytelling
Sharing the history and traditions of your brand, or if you’re a new brand, why you decided to launch a wine brand will go a long way in creating a connection with customers. You can do this by highlighting the people, vineyards, and passion that go into crafting your wines.
Transparency
Being transparent about how you operate, from your winery processes, through to vintage and sourcing grapes is going to help build trust in your brand. Are you certified organic? Or do you undertake bio-dynamic farming practices? If you have any certifications or quality standards that you adhere to add these to your website or products for reputability.
Quality
The quality of your wine is going to be unique to your brand. By using accolades and reviews from wine shows and wine writers, you can show third-party credibility for the quality of your wine, which adds an additional element of trust from other parties. It helps position you in the market as a brand that values quality.
Educate
Wine is often romanticised, aided by the beautiful settings you often find wineries in, people are drawn to the idea of living in a vineyard and making and drinking beautiful wine. By offering educational experiences, be it in person such as a hosted vineyard tour, or an online masterclass or through communications, such as tasting notes, or pairing suggestions, your customers are going to learn more about your brand and product. The more your customers know, the more they are going to connect with the brand.
Testimonials
Encourage satisfied customers to share their experiences and reviews. Feature these testimonials on your website, social media channels, and on your Google My Business profile. User-generated content adds credibility and reinforces the authenticity of your brand.
Sustainability
With a lot of wineries moving towards being accredited with a Sustainable Winegrowing Australia certification, sustainability isn’t something to be overlooked. Growing and making wine sustainably is a holistic approach to production that evolves the environmental aspect of the craft. It looks at how we can better use energy and water to create efficiency, support regions and communities, and establish a business that is resilient and thriving. The focus of the accreditation is on land and soil, water, people and business, biodiversity, energy and waste.
Social Responsibility
As a wine brand, we know people often get in touch for bottle donations for social causes. However, there’s an opportunity to think bigger when it comes to social responsibility. By aligning your brand with a cause or even community through sponsorships or partnerships you can foster a deeper connection with your target market. Consumers increasingly value brands that align with their social values.
These strategies are by no means extensive but are important to consider when marketing your wine brand. By honing in on your authenticity you have a greater chance of cutting through, genuine connection, loyalty and support from your target market. Remember, authenticity is not just a marketing strategy but a reflection of your brand’s and your consumer’s values.
If you’d like some help enhancing your authentic marketing for your wine brand or product, our team are here to help.
