Overview
In the fast-paced world of media and marketing, wineries must be current on the latest trends and adept at time-tested strategies for success. Following an overview of the intrinsic elements of marketing — research, targeting, positioning, and branding — we’ll explore the major tenets of wine marketing including locating and working with distributors, portfolio placement, promotions/incentives, and pricing structures. We’ll also look at how to build your customer base on-premise, off-premise, and direct-to-consumer using traditional — public relations, websites, blogs, and emails — as well as unique forms of marketing.