Purple Giraffe Marketing Consultant Sarah Rasheed has recently had an article published in the Grapegrower & Winemaker Magazine.
Using first hand experience in marketing and the wine industry, Sarah examines the challenges and strategies involved to enter the international market for your wine business.
Read the full article below.
Marketing for wineries and brands starts with the work you are doing in the domestic market, from your physical experience in your Cellar Door, to your website, digital presence, event attendance, advertising, photography and videography, sponsorships, everything you do drives brand awareness, provides social proof, provides a point of difference against your competitors, converts prospects to customers and ultimately builds brand advocates.
So, how does your domestic marketing translate in international markets? When entering an international market, the opportunities for growth, brand expansion and new channels are exciting.
However, it can also be a daunting, challenging, and time-consuming process. The goal of international marketing is to establish a global brand presence by customising marketing strategies to fit each market’s culture, demographics, and consumer behaviour.
This approach considers the varying needs, preferences, and regulations of each market.
Below are some challenges to be aware of when entering international markets, along with tips to help you succeed in your international endeavours.
Challenges of International Wine Marketing
Cultural differences
Different countries have distinct cultural preferences and consumption habits. What appeals to wine lovers in one region might not resonate in another.
For example, while French consumers appreciate the history and terroir of a wine, American consumers are more interested in the brand’s story and lifestyle appeal.
Regulatory hurdles
Each country has its own set of regulations regarding the import and sale of alcoholic beverages. These can include stringent labelling requirements, taxes, and import duties.
Navigating these regulatory landscapes can be complex and time-consuming.
Marketing competition
The global wine market is highly competitive, with both established brands and local producers vying for consumer attention.
Standing out in such a crowded market requires a unique value proposition and effective marketing.
Distribution
Finding a reliable distributor in an international market that understands your brand, maintains a relationship with you and achieves sales is crucial.
At a conference hosted by Wine Communicators Australia earlier this year one winery told the audience that it took five years of relationship building before they were able to distribute internationally.
This is one of the most time consuming and challenging aspects of international marketing.
Language barriers
Effective communication is crucial in marketing. Language differences can lead to misinterpretations or ineffective messaging. For example, “Uncork the magic” in English suggests that opening a bottle of wine will lead to a magical experience.
The translation in Mandarin reads as “Open the magic bottle” which can be interpreted as a children’s story about a magic bottle. Ensure translations on labels and packaging make sense is incredibly important.
Tips for Successful International Wine Marketing
Conduct thorough marketing research
Before entering a new market, it’s crucial to conduct detailed market research. Understanding the local market, consumer preferences, and the competitive landscape will help tailor your marketing strategy to the specific needs and desires of the target marketing.
Adapt your branding
Your brand identity should be flexible enough to adapt to different cultural contexts without losing its core essence.
This might involve tweaking your branding, packaging, and ensuring the marketing messages are translated appropriately and are culturally sensitive.
This ensures that your brand resonates with local consumers on a deeper level.
Highlight unique selling points
Identify what sets your wine brand apart from competitors and emphasise these unique selling points in your marketing efforts. Whether it’s the history of your vineyard, sustainable practices, or your winemaker, make sure these attributes are clearly communicated.
Leverage digital marketing
Digital marketing is a powerful tool for reaching international audiences.
It is imperative to identify the correct channels for the local audience, for example, in China Little Red Book, a social media app has over 200 million monthly users, whereas Instagram and Facebook combined have less than 9 million users.
Tailoring your digital campaigns to the specific preferences and behaviours of each market will result in higher engagement.
Focus on education and engagement
Educating consumers about your wine can help build a loyal customer base.
Visiting and running tastings or having a local brand ambassador to do this on your behalf will help show your presence and interest in the market.
If you can’t be in the market, hosting tastings virtual tastings and events to engage with potential customers and share your brand’s story can help enhance brand loyalty.
Monitor and adapt
Continuously monitor the performance of your marketing efforts and be prepared to adapt your strategy as needed.
Consumer preferences and market conditions can change, and staying agile will help ensure long-term success in international markets.
International marketing is critical in your venture into international markets.
Entering international markets presents a world of opportunity for brands and wineries, but it also requires strategic planning and adaptability.
By understanding the unique challenges of each market, navigating regulatory hurdles, investing time and resources, and implementing strategies that resonate with individual markets, you can foster connections with your brand and monitor your performance.
This comprehensive marketing approach sets your brand up for the most successful entry into new markets possible.
