Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
 

Faces & Forums

 

Wine Institute Launches Messaging Campaign

October 2006
 
by Tina Caputo
 
 
More than 150 trade and media members attended a California Wine Month kick-off tasting hosted by Wine Institute (WI) on Aug. 23, featuring wineries from 16 California wine regions. Held at the Hotel Vitale in San Francisco, the tasting was a departure from WI's traditional activities, which focus on political lobbying for the California wine industry. Though the trade group regularly hosts promotional wine tasting events overseas, it does not typically do so in the United States.

According to WI communications director Nancy Light, September's California Wine Month program was designed to better position California in consumers' minds and to help the organization's members compete with international wines. "We were seeing a big import push," Light told Wines & Vines, "and we realized there were some things that we could do to provide our members with information and tools without going into a big generic advertising campaign."

After forming a market development committee and conducting a survey of 2,000 consumers, WI determined that California's image needed to be more clearly defined in the eyes of consumers.

"The survey results led to a couple of different recommendations," Light said. "One was to provide an umbrella campaign that would give support to the regional efforts and tie in more with California tourism. The second was to develop some messaging, which came down to: the state itself and its beauty, its personalities, the culture and cuisine, and our sustainability message. This is really all about launching a messaging campaign."

If the California Wine Month program proves to be successful, WI is open to hosting similar promotional events in the future, Light said. "We're just kind of putting our toe in the water, so we'll have to see how it goes. I think there's an interest in this, and if there are wineries and regions that want to support this kind of thing, it helps us to really leverage our members' investments more if we're helping them promote their appellations and their regions as well."

Partner- and winery-sponsored California Wine Month events were held in wine regions throughout the state, and many retailers and restaurateurs spotlighted California wines with promotions, wine flights and seasonal menus. A calendar of events was posted on the website, californiawinemonth.com. Events were also highlighted in a special supplement, the "Harvest Season Guide to California Wine Country," published in the Aug. 23 issue of the San Francisco Chronicle. The supplement was paid for by WI members.

California Wine Month partners include Safeway, which ran promotions in 22 U.S. states, Cost Plus World Market, Beverages & More!, P.F. Chang's China Bistro, Morton's Steakhouse, the Tavistock Restaurant Group and Joie de Vivre Hotels.
 
SHARE »
Close
 
Currently no comments posted for this article.
 
 
SEE OTHER EDITIONS OF THIS COLUMN ï¿½ CURRENT COLUMN ARTICLES »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
September 2014 $575 million
5%
$7,743 million
6%
September 2013 $550 million $7,311 million
     
Direct-to-Consumer Shipments » Month   12 Months  
September 2014 $163 million
16%
$1,708 million
11%
September 2013 $141 million $1,538 million
     
Winery Job Index » Month   12 Months  
September 2014 166
14%
226
18%
September 2013 145 192
     
 
MORE » Released on 10.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • October 26
     
    Pinot on the River
     
  • November 1-2
     
    A Wine & Food Affair
     
  • November 1-2
     
    Temecula Harvest Celebration Barrel Tasting
     
  • November 5
     
    Single Vineyard Night
     
  • MORE »
 

READER COMMENTS
 
Article: Tasting Wine From PD-Resistant Grapes »
 
Congratulations Andy! Lots of grapebreeders and southern growers will be looking through the catalogs. i...
Reader: Guest
 
Article: The 'Sideways' Effect »
 
Thank you for this research that confirms what many thought about the pinot noir effect....
Reader: Guest
 
Article: Fine for Volunteer Labor Makes Wineries Wary »
 
This is so incredibly asinine. And my taxes go to help fund these over-reaches? No...
Reader: Philburtonj
 
Article: Paso Winegrowers Back on TTB Track »
 
Unfortunately, they will be named Drought sinkhole #1, #2, #3, etc. Really, 11 different flavor profiles...
Reader: Donn Rutkoff
 
Article: Optimization of limited water resources in irrigated vineyards »
 
Very interesting article! Sap flow monitoring was in the past mostly used for research but...
Reader: Virginie Scoarnec
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Retail Wine Mgmt & Ful...
 Baltimore County, MD
Sales and Marketing
 Fine Wine Sales
 Ny, NY
Sales and Marketing
 It/Operations Manager
 Napa, CA
General Administration and
 It Assistant
 Napa, CA
General Administration and
 Shipping & Receiving C...
 Napa, CA
DTC, Tasting Room and Retai
 Consumer Sales Coordin...
 Healdsburg, CA
DTC, Tasting Room and Retai
 Tasting Room Lead
 Hendersonville, NC
DTC, Tasting Room and Retai
 Bottling Supervisor - ...
 Woodinville, WA
Winemaking and Production
 Team Member
 Healdsburg, CA
Sales and Marketing
 Tasting Room Sales Ass...
 Yakima, WA
DTC, Tasting Room and Retai
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.