257: Understanding Winery Visitors – Increase Sales with your Messaging

Since the year 2000, wineries in the United States have grown from 2,000 to nearly 12,000. How can a brand stand out in the market? Dan McCole, Associate Professor in the Department of Community Sustainability at Michigan State University researches the impact of tourism on communities. He studied what makes brands that make the majority of their sales in the tasting room successful in new wine regions including Texas, Michigan, and Pennsylvania. Dan shares tips on how to sell new hybrid varieties, what messaging has the biggest impact on sales, and what customers are really coming to the tasting room for (it's not wine!).

Resources:        

• 222: How Sustainability Sells in a Tough Market | Marketing Tip Monday
• 246: 3 Ways to Make Your Tasting an Experience | Marketing Tip Monday
• Dan McCcole
• Exploring Winery Visitors in the Emerging Wine Regions of the North Central United States
• Market research reveals why consumers are drawn to wineries in Michigan
• Survey of Wineries and Non-winery Tourism Businesses in 25 Emerging Wine Regions
• The impact of different product messages on wine tourists' willingness to pay: A non-hypothetical experiment
• Understanding winery visitors

 Vineyard Team Programs:

• Juan Nevarez Memorial Scholarship - Donate
• SIP Certified – Show your care for the people and planet  
• Sustainable Ag Expo – The premiere winegrowing event of the year
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