Archive for the ‘Wine Industry’ Category

Our economy is experiencing turbulence right now, with the gloominess of the subprime mortgage crisis hanging over us, intervention of the Fed in slashing interest rates in the midst of economic weakness and fear of a recession, and an upcoming vote on an economic stimulus package.

Despite the storm we’re in, this is in stark contrast to the abundance of optimism I saw at the Unified Wine & Grape Symposium in Sacramento this week. Everyone I spoke to, from one end of the supply chain to the other, unanimously expressed optimimism at the health and strength of the wine industry.

It seems rather obvious to me, that in our country (and county) right now, opinions vary wildly on what the state of our economy really is. Without making a judgment on what the real answer is, especially since the best and brightest economists in our country can’t agree, I think it’s critical to note that whatever the state of the overall economy, there will always be pockets that are thriving while others struggle. Regardless of the situation, businesses and industries succeed even in the gloomiest or most challenging overall economic conditions.

 With that as a given, it’s great to see that within the wine industry, regardless of the state of the overall economy, the current outlook is optimistic, which bodes well for the future.

This week, I had a chance to attend both the Sonoma County Vintners Annual Meeting and the Dollars and $ense Seminar and Tradeshow, sponsored by the Sonoma County Winegrape Commission.

One of the most interesting themes common to both is a new marketing strategy for both organizations to deliver a consistent message, positioning Sonoma County as one of the premier wine regions in the world.

For those of use who live in Sonoma County, that we have world-class wines is not new news, but what is new is the branding and common message.

Honore Comfort, Executive Director of Sonoma County Vintners, and Nick Frey, President of the Sonoma County Winegrape Commission, presented this unified front. It makes all the sense in the world, allowing both organizations to benefit from the synergy derived from delivering the same core message to customers worldwide.

Branding is a powerful tool, and despite an overall cost conscious economy, brands work and brands do sell. This is why marketers will be clamoring all over themselves to show us their best and brightest new commercials in 10 days at Super Bowl XLII for a record $2.7 million for a 30 second ad.

It’s been said that branding is passé here in the 21st century Internet world and our increasing need for instant gratification. Unfortunately for some, brands endure and deliver the goods. Bravo Sonoma County on  a unified front for our wines. Now I wonder if we’ll be seeing any new Sonoma County wine ads during the Super Bowl?