CALIFORNIA WINES: MARKETING OR OVERSUPPLY PROBLEM
Are California wines not getting the attention they deserve? Many in the business seem to think so, which is why California grape growers are taking measures to fight back against foreign imports – doing things like public relations efforts and education seminars.
Competition from imports combined with huge leftover inventories from the massive 2005 crush has issued a whole host of problems for domestic growers. But plans to educate consumers about California wine, and efforts to preserve the environment were discussed last week during the Central Valley Winegrape Symposium.
"I am sick and tired of picking up USA Today and Newsweek and seeing them talking about foreign wines and not California," said Karen Ross, president of the California Association of Winegrape Growers.
"We have wine production here of $1.8 to $2 billion in value and we are throwing $500,000 at it? That's absurd."
Other parts of the world look at California as a premium wine-growing state, but consumers at home, particularly individuals less-educated about wine, often turn up their nose in favor of imports. Clearly, the perception of wine in the U.S. needs to change.
IMAGE IS EVERYTHING. So what’s to be done? Increased marketing seems to be a viable route. The more people see it, the more likely they are to buy it, right? As long as wine-producers are working to expand the number of wine drinkers, particularly California wine drinkers, than surplus wine will become less of a problem.
Vineyards that promote safe and environmentally friendly farming practices seem to sit well with consumers, so advertising positive aspects of your vineyard would be helpful. Offering more grape varietals, taking advantage of brokers and focusing on creating a marketable image are just some of the ways to reel in buyers. At least that’s what speakers at the symposium had to say.
Let us know at WSD if there are better ways to solve the issue (megan@beernet.com). Your thoughts and opinions are always confidential.
Competition from imports combined with huge leftover inventories from the massive 2005 crush has issued a whole host of problems for domestic growers. But plans to educate consumers about California wine, and efforts to preserve the environment were discussed last week during the Central Valley Winegrape Symposium.
"I am sick and tired of picking up USA Today and Newsweek and seeing them talking about foreign wines and not California," said Karen Ross, president of the California Association of Winegrape Growers.
"We have wine production here of $1.8 to $2 billion in value and we are throwing $500,000 at it? That's absurd."
Other parts of the world look at California as a premium wine-growing state, but consumers at home, particularly individuals less-educated about wine, often turn up their nose in favor of imports. Clearly, the perception of wine in the U.S. needs to change.
IMAGE IS EVERYTHING. So what’s to be done? Increased marketing seems to be a viable route. The more people see it, the more likely they are to buy it, right? As long as wine-producers are working to expand the number of wine drinkers, particularly California wine drinkers, than surplus wine will become less of a problem.
Vineyards that promote safe and environmentally friendly farming practices seem to sit well with consumers, so advertising positive aspects of your vineyard would be helpful. Offering more grape varietals, taking advantage of brokers and focusing on creating a marketable image are just some of the ways to reel in buyers. At least that’s what speakers at the symposium had to say.
Let us know at WSD if there are better ways to solve the issue (megan@beernet.com). Your thoughts and opinions are always confidential.
posted at 2:01 PM
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