166: Did you know...? | Marketing Tip Monday

Did you know… that searches for sustainable goods have increased globally by 71% since 2016?

Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.

Today we share two ways you can build a strong brand so that your customers will remember you.

Products carrying a sustainability claim have continued growing through the COVID-19 pandemic, capturing a 17% market share during the first half of 2020! Sheila Bonini, senior vice president of private sector engagement at WWF US states:

"Sustainable and planet-friendly products used to be a niche market. Today, that's no longer the case. The research backs up what we've seen anecdotally over the years -- demand is there."

Tell the Trade You are Sustainable

According to research from Wine Intelligence and Full Glass Research in 2019, 73% of buyers in the trade feel that the demand for sustainably produced products has increased over the past five to 10 years, and 76% think it will increase in the next five to 10 years.

"Clear and highly visible labeling" on wine packages is one of the best ways to differentiate your product on the market, so buyers will know your wine was produced sustainably when you can't be there to tell them.

SIP Tip: read Is Wine Certification Worth It?

Tell Your Buyers You are Sustainable

Selling grapes or wine? Tell your buyers they are purchasing sustainable fruit so they too can differentiate their product in the marketplace!

If you are SIP Certified we are here to help you with:

• Wine certification.
• Retail signage and materials.
• Marketing tips.
• Virtual training.

SIP Tip: you can add your grapes to our Classifieds page! Click here to learn how.

Stay tuned for more Marketing Tip Mondays, where we will help you explore ways of incorporating your brand's specific sustainable practices into your messaging.

Check out the show notes for a links to the Eco-Awkening and Full Glass consumer purchasing research,  this article, research on consumer preferences, and to sign up for our biweekly Marketing Tips newsletter. Until next time, this is Sustainable Winegrowing with the Vineyard Team.

References:

• **SIP Smart Training online course
• 161: Use Storytelling to Sell More Wine  
• 3 Ways to Build a Strong Brand
• Did you know...?
• Identifying wine consumers interested in environmentally sustainable production practices
• Marketing Tips eNewsletter
• SIP Certified
• What Sustainability Means to Consumers by Morning Consult