August - Quality Wine
Marketing Wine on the Internet
The Australian Wine industry is experiencing a tough time as oversupply of product is creating downward pressure on prices. Large producers have had their well publicised problems, leading to merger and takeover activity. Small and medium producers are feeling the pinch.
Over the past twelve months I have discussed internet marketing with quite a number of smaller winery operators. The overwhelming experience seems to be "We have a web site but it doesn't generate any sales."
This experience mirrors that of other small business where the overwhelming majority fail to get significant benefit from their Internet presence. During the research I conducted as background to developing my own website I have visited several hundred wine related sites. It is not hard to see why they are not succeeding in generating sales.
Despite this gloomy record I feel that the Internet has lots to offer small to medium wineries in their marketing efforts. Some people are making sales through the internet: the challenge for the others is to get their sites going.
Small and medium wineries have several advantages that they can exploit to enhance their sales. Many are growing alternative varieties, and thus have a natural point of difference to build their marketing around.
Tourism is a booming industry and wine is an integral part of the tourist experience in most regions. An intelligent and integrated approach can exploit powerful marketing synergies.
For several reasons the Australian wine industry stands to reap great benefits from the internet, at least for those who are able to use it effectively.
My optimism is based on several emerging trends
- There is obviously a much greater volume of wine being produced, both by the big wineries and the plethora of small and medium producers, new and old. The success the export trade has thus far kept problems of oversupply to a minimum, but the environment for marketing Australian wine is certainly becoming much more competitive.
- There is increased diversity in the wine produced in Australia. New varieties have been introduced into emerging regions, the Rhone varieties into the Nagambie Lakes region and the Italian varieties into the King Valley, to name just the more prominent.
- A growing number of consumers are looking for something new. There is a limit to how many marginally different chardonnays or shirazes they can drink and still remain interested.
- Wine consumers are faced with more choice which is driving a thirst for knowledge about new wine experiences.
- The Internet is primarily an information distributing medium, and consumers seek information about wine more than most other products
- E-commerce is growing as more consumers are becoming comfortable with the internet. Warning! There is much more to e-commerce than having a website with attractive graphics. Too many businesses are overspending and underacheiving on the internet.
- There is still a wide gap between those are producing something new and those who want to find something new.
Like any transforming technology the effects of the internet will take many years to unfold. There are hundreds of lessons still to be learnt. But with persistence, some Australian wineries will gain great benefits from marketing their wine on the web.
About The Author Darby Higgs is an expert on alternative grape varieties and the wines made from them in Australia. He is webmaster of Vinodiversity at http://www.vinodiversity.com
Labels: Wine Prints       1:38 PM
Monday - Summer Wine-
A Featured Summer Wine Article What to Consider when Classifying Fine Wines? The wine grape revolution was further carried by Charles Krug who started the winery business in 1861 and according to the statistics there were almost 150 wineries working commercially by 1889.Some earlier wineries were Schramsberg (founded in 1862), Beringer (1876) and Inglenook (1879).As the life is not always the bed of roses, the rapid growth of wine industry faced the prices crash problem and the phylloxera - a North American species of insects gave a stunning blow to the vintners by attacking the wide areas of wine grape. A not so typical rose wine made from the Merlot grape, this deeply pink-hued wine stands out from the rest. Combining the features of a red and white wine, this ros? is a light refreshing version of the red Merlot, with just the right body and crisp flavors to make it a default wine of choice for meals. These attributes are also the main reason why this particular wine is considered as a fine wine. However, the exact and true meaning of a white wine can't be underrated. There are many definitions and characteristics that have been used just to define fine wines but all of them may still vary from one person to another. The main reason behind this is that people have different tastes. Therefore, what may seem fine to one person may not for others. This goes to show that fine wines will be classified according to the criteria of the person drinking the wine. Classification of wines according to its fine quality and distinction is usually based on the ?track record? of the wine, where its value and reputation is used as an underlying factor that will define the quality of wines being sold at an auction. Nevertheless, to clearly identify the real excellence behind a good wine will still depend on some solid factors that people must know. Here is a list of some of the aspects that must be considered when classifying fine wines: 1. Typicity Fine wines are generally classified according to its given mode of production and area. For instance, most of the fine wines are typified as German made. However, one cannot simply deduce that what has worked as fine before may not necessarily be fine today. 2. Balance In order for a wine to be classified as fine, there must be some balance in all of its parts. This means that no part of the wine, such as its flavor or color, should be a cut above the rest. It is extremely important that all of the elements contained in the wine should achieve harmony with one another in order to come up with one delectable taste. 3. Complexity The elements contained in wines should not be basic and simple. Even if it achieves balance, the elements should have a little distinction from one another so as to create an unfathomable taste that drinkers would like to discover. It is that certain mystery that creates the fineness in wines. Indeed, the fineness of wines is fully dependent on its quality. Fine wines should always make an impression. Join Wine Tasting Party. Learn the art of Wine Tasting Thoughts about Summer Wine What to Consider when Classifying Fine Wines? The wine grape revolution was further carried by Charles Krug who started the winery business in 1861 and according to the statistics there were almos... Click Here to Read More About Wine ... Recommended Summer Wine Items Heitz Cellars - Trailside Vineyard - Cabernet Sauvignon  "Excellent structure, with a firm, refined band of spicy currant, herb, bay leaf and cedar. Wonderful balance and integration of flavors, with a supple textures and a long, complex finish. Drink this Napa Cabernet Sauvignon now through 2009. Great gift! 2, 946 cases of this dry red wine from California made. (JL)" WS- 89 (Subject to Availability) HCTC99 HCTC99
Price: 157.99 USD Headlines on Summer Wine Greece is the word in white wines for summer Fri, 11 Jul 2008 15:00:56 PDT These distinctive modern wines made from ancient grape varieties are now more widely available in the U.S. Rose for the Summer Mon, 07 Jul 2008 07:14:40 PDT Wine review for a very reasonably priced rose. Red Wine on Ice? It's Not Heresy. Thu, 03 Jul 2008 06:18:16 PDT SOMEONE finally agrees with me that red wine can be delicious on ice too. Who wants a hot drink in the dead of summer? Angelina Jolie in France hospital to give birth Twins Wed, 02 Jul 2008 04:24:15 PDT Angelina Jolie has checked into a Nice, France hospital where she will remain until she gives birth to twins. The actress has been living with partner Brad Pitt, their children and assistants in an exclusive wine resort in Provence, France since the beginning of the summer. Food Wine Tags: Conundrum Wine | Cream Sherry Labels: Sweet Wines, Syrah Wine About Me
I am a wine lover. My vacations take to some of the finest vineyards in the workd. I have been studying fine wines for over 15 years. 
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