<A report Pathways to Profitability For Small and Medium Wineries,
from ACIL Consulting, analyses the wine business in Australia. It
recommends that small wineries need to be different from their larger
competitors, establish brands and exploit niche markets in order to
compete.
Promoting the cleanness and ‘green’ nature of Australian wine has
proved to be a successful strategy (see the case study of Banrock Wine
below). According to the Australian Trade Commission there is
increased interest from the USA in buying Australian products as they
areperceived to be coming from a ‘clean country’.
Using unique stories is also a suggested strategy that you already
incorporated.
The report contains a number of case studies that show how small
wineries have adopted niche marketing techniques.
http://www.acilconsulting.com.au/pdf/ACIL%20Wine%20Report%20Final.pdf
Markets
U.S. Market
According to the Scarborough Wine Market Report 45 percent of wine
drinkers are aged between 35 and 54. 33 percent earn over $75,000.
High end wine tends to be bought by those aged 25 to 34.
http://www.scarborough.com/scarb2002/press/pr_winereport.htm
A chart showing the top 10 markets for wine in the U.S. is given at
http://www.scarborough.com/scarb2002/press/pr_winechart.htm
The Wine Market Council has detailed information about the market for
wine at http://www.winemarketcouncil.com/research_summary.asp#segment
. A new survey has been conducted and the results will soon be
available.
U.S. demographics – wine drinkers.
http://216.239.51.104/search?q=cache:DiZKhAdOYykJ:www.winexperience.com/selected%2520demographics%2520of%2520wine%2520drinkers.pdf+us+demographics+wine+drinkers&hl=en&ie=UTF-8
USA characteristics.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_home-2_-3_PWB1731506-4_-5_-6_-7_,00.html
UK market
Wine drinkers tend to be aged 35-49 and in the middle to upper-middle
socio-economic classes. Red wines are more likely to be drunk by men
and older consumers.
http://www.fas.usda.gov/info/agexporter/1997/uswine2.html
Wine marketing
http://216.239.51.104/search?q=cache:EKCckV4kW5sJ:www.seve.gr/documents/meletes_erevnes/UK%2520Wine%2520Market.pdf+%22wine+drinkers%22+japan+%22age+group%22&hl=en&ie=UTF-8
UK wine consumption soars
http://www.bbr.com/GB/db/news-item/457?ID=null&first_news_F=41
Brits a nation of wine-rs.
http://216.239.51.104/search?q=cache:RfVrceUdvXMJ:www.seafrance.co.uk/en/press/articles/07-02-03%2520Wine%2520Survey.doc+%22wine+drinkers%22+uk+aged&hl=en&ie=UTF-8
Japanese market
Japan characteristics.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_home-2_-3_PWB189712-4_-5_-6_-7_,00.html
Japanese wine drinkers seeing red
http://www.cnn.com/WORLD/9701/29/japan.wine/
Inside the Japanese market
http://www.findarticles.com/cf_0/m3488/8_80/55471479/p1/article.jhtml?term=
The Australian Wine Export Council (AWEC) conducts marketing
activities in key export markets.
http://www.awbc.com.au/awec/about.asp The AWBC promotes Australian
wine in the US, Japan and Germany.
http://brw.com.au/stories/20010125/8625.htm
Exporting
The Australian Trade Commission (Austrade) gives a great deal of
advice to Australian companies wanting to export.
http://www.austrade.gov.au/
Information for new exporters can be found at
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID002-2_-3_-4_-5_-6_-7_,00.html
Its wine overview page describes the opportunities, trends and
characteristics for Australian suppliers.
The Australian government provides Export Market Development Grants
which reimburse 50 percent of expenses incurred by eligible export
promotional activities, less the first $15,000.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID0021-2_-3_-4_-5_-6_-7_,00.html
Further information is available at
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID0026-2_-3_PWB1470286-4_-5_-6_-7_,00.html
The World Import Regulations Directory (WIRD) lists importing
restrictions and guidelines for 87 countries.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_home-2_-3_PWB1189266-4_-5_-6_-7_,00.html
Getting an export licence
http://www.awbc.com.au/exporting/export_brief.asp
Selling via your website.
As you already have a web presence, raising your profile on the
internet is a cost effective strategy to reach overseas markets.
Improving internet search results.
A search for Ghost riders vineyard gives four results and a search for
"ghost riders wines" gives three results however searches that
potential buyers may try like:
"ghostriders wine"
"ghostriders wines"
"ghostrider wines"
"ghostrider wine"
Ghostriders vineyard
Ghostriders vine yard
"ghost riders winery"
"ghostriders winery"
produce no results. Failing to find your site on a first or second
attempt may cause a potential buyer to give up searching. This can be
fixed by adding these phrases (and others that you may think of) to
the metatags on your pages. If you’re not familiar with html, a web
developer will be able to help.
http://www.philb.com/metatag.htm
Incorporating American spellings and words into your site will also
help your site to be found by prospective American buyers.
Increasing the stickiness of the site.
Getting visitors to stay on your site for longer can help to convert
them to buyers. This can be achieved by adding interesting wine
related articles.
Consider adding an article on how to serve the wine like that given at
http://www.rareaustralianwine.com/serving.asp
Other ideas for articles include cellaring wine, the history of wine
making in Australia, the process of wine making and how to taste wine.
In addition these articles will be found by generic searches. For
example someone might be looking for advice on serving wine. Your site
will be produced in a search and may result in a sale even though the
searcher had never previously heard about your wine.
Press reviews and customer endorsements can also help sales.
The photographs that you have on the accommodation site show the
environment that the wine is grown in and add to the ‘clean’ image.
Consider adding these or similar photographs to the vineyard site to
promote the clean image.
Case studies
Buy wine online
http://www.actinic.co.uk/examples/cs_buywine.htm
The Banrock Station brand, owned by BRL Hardy has gained success in
the U.S. and U.K. markets by marketing its products as ‘green wine’.
The majority of wine consumers in developed countries fall into the 40
to 60 years age group or ‘baby boomer’. This group is also
environmentally conscious. A detailed analysis of the strategy adopted
by Banrock Station is given at
http://216.239.51.104/search?q=cache:YAwREfHR3PoJ:www.marketing.unsw.edu.au/AMJ/V10_3/Pugh_Fletcher.pdf+wine+%22uk+market%22+demographics&hl=en&ie=UTF-8
There are lots of websites where you can list your site for free.
Examples are:
The South Australian Tourism Commission site
Click on Cellar Door Registration Form
http://www.tourism.sa.gov.au/about/division.asp#19
http://www.southaustralia.com/home.asp
Australian Wine and Beer.
http://www.australianwineandbeer.com/
Wine Diva
http://www.winediva.com.au/register/register.asp
Australian Wine Portal
http://www.ozwineries.info/pages/aboutus.lasso
Global Wine & Spirits is a business to business site that puts
international buyers and sellers of wine in contact. Membership costs
$1.395 per year.
http://www.globalwinespirits.com/wx?/WXMain/WXMainIndexRed.htm>
<Additional links:>
<Marketing wine online>
<http://www.abc.net.au/rural/outlook2000/index2i.htm>
<Australian Wine and Brandy Corporation.>
<http://www.awbc.com.au/>
<The marketing decade>
<http://www.wfa.org.au/PDF/Marketing%20Decade.qxd.pdf>
<Search strategy:>
<us demographics wine drinkers>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=us+demographics+wine+drinkers>
<"australian wine" "free listing">
<://www.google.com/search?q=%22australian+wine%22+%22free+listing%22&hl=en&lr=&ie=UTF-8&start=0&sa=N>
<"wine drinkers" uk aged>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22wine+drinkers%22+uk+aged>
<"what are metatags">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22what+are+metatags%22>
<wine "uk market">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=wine+%22uk+market%22>
<austrade>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=austrade>
<Hope this helps.> |
