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BAUERHAUS DESIGN

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Address

34 Renollett Dr.
Fairview Heights
IL, 62208
United States
Phone
(314) 398-5790
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Rebecca Ritz

About

Bauerhaus Design is a full service branding, packaging and web development agency. In 2010, owner Rebecca Ritz blended two of her loves - design and wine - and began focusing on helping wineries create unforgettable brands across all media - logo, wine labels and website design and development. Our motto is “Will design for wine.”
 
At Bauerhaus we provide wineries, spirits and food with appealing and effective branding, marketing, website design & development, and graphic design services. Wepartner directly with owners and management to develop:
  • brand strategy
  • wine brands
  • brand identity
  • wine labels & packaging
  • websites &eCommerce
  • print collateral &point-of-sale materials
  • advertisements &promotions
  • email & social media marketing
  • mobile marketing
  • event marketing
  • strategic marketing plans

Sell More Wine!

Tired of placing an ad and not seeing results? Take our seven week email course and learn how to take your wine business to the next level! Jump start your marketing with our FREE seven week email course, Sell More Wine!

Services


We build your brand across all media:

At Bauerhaus we provide wineries, spirits and food brands with appealing and effective branding, marketing, website design & development, and graphic design services. #WillDesignForWine is our motto. We partner directly with owners and management to develop:

  • brands & logos
  • wine labels & packaging
  • websites &e-commerce
  • print collateral &point-of-sale materials
  • advertisements &promotions
  • email & social media marketing
  • mobile marketing
  • event marketing
  • marketing plans
Our specialty lies in integrating your brand position and strategy with your design and marketing to help you stand out from the competition. Plus, wmanage every project from concept to execution - including print ready files - while providing all steps on time. (We love deadlines!) 

Contact us today for your free estimate!

Custom brand identity development and illustration
Custom brand identity development and illustration
Fierce, yet contemplative lion was hand drawn for new wine brand Leonard
Indian Summer Wine label design with custom illustration
Indian Summer Wine label design with custom illustration
Bob Eachus, the owner of Thousand Oaks Winery, requested a special wine label design for his wife, Teresa. He gave me Teresa's senior year photo and asked for me to incorporate the photo into the label and her Indian heritage.
Nelson Hill Winery logo design and wine label design
Nelson Hill Winery logo design and wine label design
Logo and wine label design for boutique winery located in Anderson Valley, California
Website design to match the Nelson Hill wine label design
Website design to match the Nelson Hill wine label design
This website was designed to showcase the beautiful vineyards of Nelson Hill Winery
Winery Logo design
Winery Logo design
Black Silo Winery came to us earlier this year to help create their wine brand. After growing grapes for four years, they are now taking the next step to opening a winery this summer. They are located in Trenton, Missouri and will be the first commercial winery to open in Grundy County. They are focused on targeting predominately women who are 27-60 with discretionary income and already have 4 weddings booked for this summer. When meeting with owners Jenn and Duane, they specified that just like their unique winery name, they did not want a traditional winery logo. They really disliked script fonts, gold foils and anything that looked traditional. Jenn and Duane are young and wanted their logo to reflect their younger taste.
Complete brand development:
Complete brand development:
Logo design, mobile friendly website design, wine label design and Facebook set up.
Custom designed website design & development in Wordpress for Missouri winery
Custom designed website design & development in Wordpress for Missouri winery
Worked one on one with the owner to create a design that showcased this woman owned winery.
Simple Life Wine company branding and packaging
Simple Life Wine company branding and packaging
Responsive website design with eCommerce for Grafton Winery in illinois
Responsive website design with eCommerce for Grafton Winery in illinois
Bingham Family Vineyards brand creation and packaging design for new Texas winery
Bingham Family Vineyards brand creation and packaging design for new Texas winery
Brand creation and packaging design for Leonard Wine Company's Muddy Arch
Brand creation and packaging design for Leonard Wine Company's Muddy Arch
Brand creation and packaging design for Leonard Wine Company's
Brand creation and packaging design for Leonard Wine Company's
How Market Research can help your Digital Wine Marketing

Do you know if you customers prefer Facebook or Instagram or email? Or are you just shooting in the dark and sending out the same message everywhere? Market research can help save you time and determine your target demographics and the type of digital marketing they prefer.

What is Market research?

“The process of gathering, analyzing and interpreting information about a market, product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you face .” – Entrepreneur.com

In a nutshell, we love market research because it helps focus the design and marketing recommendations we make.

Top 4 reasons to do Market Research:

Identify your demographics:

  • If you know your target demographic for your wine, spirit or food brand, it will help you know where to advertise and what social media channels your brand should be on. Are most of your consumers Millennials? Then being on Instagram is a must, as well as having innovative events and packaging.
  • Knowing your demographics can also help you know which website to advertise on and which online magazine to appear in. All media rep’s will be able to tell you exactly which demographics (age, male/female, zip codes, etc) read their website.

Guide your communication with current and future customers

  • Through Market research you can determine how your customers prefer to be communicated with. Weekly or monthly email? Social Media? Snail Mail? More information on your website? All of these things can easily be determined with market research.
  • Knowing who your customer is, helps you write in the correct tone of voice.
  • Market Research is particularly important in crafting your yearly digital marketing plan.

Identify opportunities

  • One wine brand we worked with found out that their most loyal customers had wine club memberships elsewhere, which lead them to start their own wine club.
  • Our client, Shirataki Sake, found out that many Americans don’t realize that sake can be paired like wine, which lead to more educational posts on social media and in their email newsletter.
  • Another winery realized the Millennials that drink their wine were also open to canned wine. They created a line of canned sangria that sold out within a month.

Helps you minimize risk

  • Are you planning on entering a new market? Market Research is a great tool to find out the preferences of the people in the cities you plan to launch in.
  • For two of our clients, Maruhon Sesame Oil and Shirataki Sake, we developed questions to determine which flavors, bottle closures, buying behavior trends, plus key selling words like “100% pure” and bottle styles that consumers preferred.
  • Want to find out if your customers are interested in trendy wines, like rosé, or a new wine varietal or a new type of packaging? Surveys are a great way to find out this information. Plus, since online surveys can be filled out anonymously, your customers are more likely to be honest.
  • Which is easier – paying money up front to figure out preferences or launching a product that doesn’t sell?

Need help with your digital marketing?

We create both digital marketing plans and traditional marketing plans for wine brands. Do you need a plan that your team can implement? We can help! Contact us hereand let’s set up a discovery phone call.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


News Archive


Which social media channel should your wine brand use?
22 August, 2018

Social Media for Wineries

 

With so many options in social media, how do you choose the best social media platform for your winery? 

First, let’s assume you have a cohesive brand that communicates how your winery is different from the competition, and that you’ve already identified your winery’s target audience. (And no, it can’t be “all wine drinkers.” Here’s why!)

At a minimum, you should have a solid understanding of your ideal consumer’s gender and age range. Other information you may find helpful include their education level, household income, ethnicity, and/or where they live. Then – just like with any other type of advertising – you want to promote your winery on the social media channels where your target audience spends their time.

We studied the demographics provided by Pew Research Center for each social media channel, reviewed the updated Wine Drinker categories provided by Constellation Brands, and drew on our own professional experience with managing social media for our winery clients in order to create this handy chart to break it down for you:

Social Media Channels by Wine Drinker

Need help with social media?

Whether you’re too busy to manage your winery’s social media efforts, overwhelmed by all the different channels, or you just want someone to show you the ropes – we can help. As a full service design and marketing agency, we offer social media management services that range from strategic planning, training you how to be successful online, or doing it all for you! Contact us today for a free discovery call to discuss your project.


Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


7 Tips to Improve Your Wine brand’s Email Marketing
08 August, 2018

Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter?

Given all the different ways to interact with your customers online it can be easy to neglect email marketing. Yet not only are emails fast and affordable, but they continue to convert higher than social media. This means that more people who receive your email will buy from you versus fans that follow you on Facebook and see a post.

In fact, email consistently generates the highest return on investment for businesses among all marketing channels according to online research resource, VentureBeat. Whether your goal is to grow your business, acquire new customers, launch a new product, advertise a sale or promote an event, your winery should be utilizing email. Marketing data experts at McKinsey & Company found that email is actually 40 times more effectiveat acquiring new customers than Facebook or Twitter!

The truth is, if your winery is not actively building a database of customer emails, you’re missing out on a HUGE opportunity to connect with wine drinkers, build brand loyalty, and increase sales. You can capture customer email addresses via a form on your website, in the tasting room, when they create a wine club account, checkout at the winery, or even during a phone call. You’ll get more email signups if you offer something for free in return (like we do with our Free 7 week email series “Sell More Wine”), or have them enter to win a drawing of some kind.

So what can you do to ensure that your emails deliver the right message at the right time to the right audience?

  • Get Permission– Make sure that you’re only sending email to people who have given you explicit permission to contact them via an email address they provided. (NOTE: Buying an email list is never a good idea. It’s a waste of money because the audience is rarely targeted, and using a purchased list can get you in a lot of trouble since no one on it gave consent for you to email them.)
  • Personalize It – Ever get a piece of mail addressed to “Resident”? Yeah, that doesn’t leave you feeling very warm and fuzzy about the sender. Using someone’s first name or other individual-specific data like birthday or favorite wine helps build a relationship between the recipient and your brand. According to Experian, emails with personalized subject lines are 26% more likely to be opened.
  • Segment Your List – Building on the previous tip, use different fields from your customer database to group your email list into smaller, more specific segments. For example, you can have a Wine Club list, a March birthday list, a “prefers sweet wine” list, and so on to send targeted messages that are relevant to that audience.
  • Optimize for Mobile – Make sure that your email looks good and functions as intended no matter if it’s viewed on a laptop, tablet, or smartphone; your email should be easy to read, with images displaying properly, and all links working. (Fortunately, many email clients offer mobile responsive templates to make this easy.) A report by Campaign Monitor revealed that on average 53% of emails are opened on mobile devices, and TechCrunch reported last May that 75% of Gmail’s 900 million users access their accounts on mobile devices!
  • Test Subject Lines – Take advantage of the A/B testing feature built into most email clients, which allows you to send an email with two different subject lines to two smaller subsets of your email list. Once enough data is collected, the application will automatically send out the email with the winning subject line to the rest of your list. Over time you will learn which subject lines are most likely to motivate your audience to open your emails.
  • View Reports – After each email you send, pay attention to the various analytics available in the email client such as A/B test results (which subject line was most compelling), open rates (the higher rate equal more engaging content), click thru rates (the percentage of people who received your email that clicked your links to get to your site), and conversion rates (the percentage of people who received your email who purchased from you). Then use this information to improve future results by testing different send times or days, content, and layout.
  • Add Social – Emails are a great way to drive traffic to your website as well as increase your following on social media sites. Make sure that every email you send out includes direct links to your Facebook, Twitter, and Instagram accounts. Although we’ve focused on the importance of email marketing here, social media should still be part of your overall marketing strategy.

Lastly, while there are multiple respectable email providers out there, at Bauerhaus we use MailChimp.com and often recommend it for other small businesses. They offer a “Free Forever” plan for up to 2,000 subscribers and 12,000 emails per month with no expiring trial, contract, or credit card required. Their free account includes features such as responsive templates that look great on mobile devices, built-in sign up forms, email campaign reports, and more.

Too busy or just need help?
If you’re interested in having us manage your winery’s email marketing for you – please contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.


Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


7 Tips to Reach Generation X “Wine Moms”
25 July, 2018

Is your winery overlooking an influential and profitable audience?

Gen X is “the second largest consumer of fine wine in the U.S. today and is the largest growth opportunity for most wineries.” (Source: 2016 SVB Wine Report) Previously we explored Marketing Wine to Generation X and Marketing Wine to Moms on Social Media.

Given their higher incomes and stage of life, it’s not surprising that popular purchases for Gen Xers include fine wines. It’s also worth noting that Xers boast the highest rate of consumer brand loyalty at 70%. (Source: eMarketer)

And “wine moms” are a real thing. *raises hand* There’s a large and influential online community that has bonded over sharing the highs and lows of parenting. Some moms joke that wine is a requirement to survive those demanding early parenting years. (They’re not really joking.)

Screenshot 2016-10-05 11.45.21

Here are 7 tips to help you connect with Gen X moms and motivate them to buy your wine:

  1. Moms tend to stick with brands they like so make sure you have an unforgettable wine brand. These women are more likely to be loyal consumers, become brand ambassadors, and tell all their friends!
  1. Moms listen to other moms. They are vocal about their opinions and seek out the opinions of others. Check out your online reviews, see what customers are saying about your winery, and respond to them. Share positive reviews on your social media sites, in your newsletters, and on your website. Make sure your winery’s correct address, phone number, and website are listed in popular online business directories so they can find you.
  1. Moms are social. 81% of moms use Facebook, 40% use Pinterest, 30% use Instagram, and 19% use Twitter. 60% of moms check Facebook multiple times each day. (Source: Pew Research Center)Invest in your winery’s social media presence, which means posting consistently, responding promptly to messages and comments, and interacting with your fans/followers. Also, ensure that your content adds value and isn’t overly promotional. It’s better to do one channel well than three poorly!
    Screenshot 2016-10-05 11.52.02
  1. Moms are mobile. They’re always on the go and spend an average of 2.3 hours per day on mobile devices. (Source: MediaPost)Make sure your website is responsive and easy to use from a smart phone or tablet. Information about your winery should be readily available on your site; make it easy for moms researching their winery options to make a decision.
  1. Moms shop online. In fact, they make 90% of their purchases online so your website has to be functional and easy to use. (Source: MediaPost)A very visual audience, you can capture their attention with photos that show how you are different and videos. Think about your customers and how you can answer a question, solve a problem, or entertain them. Plus, make sure they can order your wine online.
  2. Moms read their email. They’re busy trying to balance their lives. They like to save time and money, and they appreciate coupons. Personalize your email newsletter with a special promotion just for mom. Invite her and some friends to the winery to relax!
  1. Moms like to be appreciated. Develop a rewards or referral program with benefits they care about and they’ll buy your wine again and again!

Want to create a wine brand that targets Moms?

We can help! Bauerhaus helps wineries create an unforgettable brand, promote their brands and build customer loyalty. Contact us or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.


Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Five tips for branding a new wine brand
11 July, 2018

Do you want people to think your brand is expensive or cheap? What do you want the perceived value of your wine brand to be? A brand is all about people’s perceptions of your company or product. If you like what people are saying about your existing brand, then repeat that message and grow it. If you don’t or you are starting from scratch, it’s time to define your brand and build it. If you don’t define your brand, your competition will.

Branding = positioning your company as the expert and people come to you. Once you take a stand for something, you will naturally get people hunting you down wanting to buy your product.

 

1. Define your target wine drinking audience

Who is your target market? Often when I ask clients that question, they reply with “All wine drinkers.” The problem with that thought process is that there are different segments inside the wine drinking population. Paying attention to who exactly your customers are, will help you create marketing campaigns that precisely target your niche.

For example, if your top wine buyers are “Image Seekers” they will check restaurant wine lists before they dine out so they can research wine scores online. If you want to appeal to this audience, make sure you reference outside reviews and wine scores on your website. Plus, know that Image Seekers are greatly influenced by packaging and design. Click here to read about the 6 different wine consumers.

 

2. Define your brand strategy

Any business can only stand out on three levels: Price, Innovation and Differentiation. Only large corporations like Walmart can compete on price and only if you have a brand new product (think iPhone or the Kindle) can you compete on Innovation. So for most businesses that leaves Differentiation. As Mary Neumeir of the Brand Gap says “Our brains are hardwired to notice what is different, not what is the same.”For example, think of how we love all of those iSpy photos where your eyes dart back and forth trying to find the difference. Make it easy on your potential customer and define how you are different. Take a stand.

How can your winery be different? Three strategies that many of the most successful wine brands have taken is by choosing one of these:

  • Wine Type (exclusively produce one varietal, like Pinot Noir or Norton)
  • The Place (The AVA or a beautiful scene)
  • Personality (Charismatic winemaker or owner)

Try this exercise. Fill in the blanks in the below statement based on your above strategy:
Only (your winery) delivers (unique differentiating benefit) to (target audience).

Now think outside the box. For example, instead of saying we are the best or cheapest or have the best customer service, take a new approach. For instance, there are a million different Pizza places out there, but Domino’s skyrocketed because they promised “30 minutes or it’s free.” They didn’t say we have the best pizza. Another example, Tom’s shoes took off because they focused on a moral good: A new pair of shoes goes to a child in need for every pair purchased.

 

3. Tell your brand story

You know your target audience, now what? It’s not enough to just simply insert keywords into your website. Your website has to tell your brand story to your niche and sound well, human. Every human being has a unique story, just like every business has a unique story. For thousands of years we were storytellers, and because of this our brains are hardwired to remember stories. Craft your brand story and repeat it everywhere. Having an easily recognizable brand story will help you stay in the forefront of your customers mind.

4. Packaging

Think about this fact:

Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information.

This means that our brains are often taking shortcuts when it comes to packaging design. For example, how many times do you really notice all the details on a wine label when you are walking down the aisle of a wine store? Do you really notice each font on the label, the paper type, Pantone colors, foil, and embossing that were used?

Instead you glance at a wine label and unconsciously think:

Poor label design = poor wine quality. Professional wine label design = high quality wine.

 

5. Translate your brand online

More often than not, a person’s first impression of your company is made online. Do your photos on your website and social media networks tell your brand story consistently? Or does your website have a photo of vineyards and match the competitor down the street? Do you only post winery events or sales on social media? Sharing how your brand is different consistently helps your brand grow faster, so consumers can put you into your own category.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


Top 4 Wine branding ideas for your tasting room
30 May, 2018

Your tasting room is the silent ambassador of your brand. How is your tasting room telling your story? Last year I spent a week in Napa, CA and wanted to share these great wine branding ideas that I came across.

Clients often ask what marketing works, but the secret is - it all starts with a strong wine brand. Next, it is all about repeating the brand over and over. A tasting room is the perfect place to do this. 

Top 4 branding ideas:

1.Is your brand consistent with your winery?Love how @chandonusacarried their sparkling wine bubble theme throughout their property with bubble carpet, wall of bottles, repeating arches and bubble window wraps.

2. Do you regularly sell water to your wine tasting room clients? Wrap your water bottles with your own branding.

3. Loved this wine marketing idea: each coaster that was handed out matched the label of the sparkling wine that was ordered. So our whole group had different coasters to take home. Perfect way to remember which wine you loved and which type you need to re-order in the future. ❤️

4. Have a private tasting room with photos, art and mimentos that tell your brand's story. Private tasting room experiences also have the added bonus of increasing wine club sales. 

See the full post with photos here. 

Bauerhaus Design creates unforgettable brands and provides packaging, website design and digital marketing for the wine industry. Each project is based on a six phase process that begins with a dive into your target wine consumer. Contact owner Rebecca Ritz for a free 30 minute discovery callto discuss your branding project.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Branding Tip: Should your wine label and website match?
16 May, 2018

If I bought a bottle of your wine and then went to your website, do they match?

Your wine label is often the first piece of branding your customer sees and often wineries focus all their brand strategy on the wine label. While the label is very important, it is only a piece of your brand.

If I open your website and the brand looks completely different than your labels and marketing collateral, then you are doing your wine brand a huge disservice. Your customer now has to change their initial perspective of your wine brand. Consumers make all kinds of negative interpretations from old technology, especially if your website isn’t mobile friendly or they can’t find the info they are looking for.

Instead, your goal is to reinforce your unique brand from wine label to website to marketing collateral to winery tasting room experience. Don’t go in a different direction on your website, just because it is trendy or you don't want to update to newer technology. Instead, stay on brand and repeat elements that reinforce your brand.

Bauerhaus Design creates unforgettable brands and provides packaging, website design and digital marketing for the wine industry. Each project is based on a six phase process that begins with a dive into your business goals, your competition, and your target market. Contact owner Rebecca Ritz for a free 30 minute discovery callto discuss your branding project.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Does your wine label appeal to Millennials?
02 May, 2018

Your mother told you it’s what’s inside that counts, but with wine sales, that’s not always the case.

Back in 2015, the Gallo Wine Trend Survey discussed the buying habits of millennials versus baby boomers. Baby boomers tend to choose wine based on aspects like region of origin, taste descriptors and pairing suggestions. Millennials, they estimated, are four times more likely to buy a bottle based on the personality and originality of its label. They want a wine label that expresses themselves.

Perceived Value

As millennials graduate from college, many start to trade their red plastic cups of beer for wine. When it comes to buying wine, their choices are often driven more by how others will perceive them than what’s inside the bottle. When appealing to this ever-growing segment of the market, keep in mind that they may be more interested in your product’s branding than its oakiness or tannins.

Imagine the 20-something male

He’s invited to a housewarming party for his newly married fraternity brother. He knows it’s polite to bring some wine. He chooses something like 19 Crimes or Fat Bastard. It checks the box for etiquette but still makes him come across as humorous to his friends. Or he's invited to a Super Bowl party and picks up Mark West, because it looks classier and heard it is good to drink with grilled meat.

Now imagine the 20-something female

She’s stocking her fridge for a night in with her girlfriends. She might choose Middle Sister to be funny or the latest rosé from Chandon that is packaged in the season's latest print. Millennials are more likely to purchase Rosé and Sparkling wines, than Baby Boomers. Or she is heading out to picnic with a date and picks up wine in a can, since glass isn't allowed in most parks. According to Gallo Wine Trends, 1 in 5 have tried wine in a can.

Initial Purchase

Repeat purchases and loyalty to a specific wine may have more to do with how the product tastes. But initial purchases by novices or occasional wine drinkers are likely tied to the feeling or image it evokes.

This is why the most popular wines on the market are all about creating an unforgettable brand. Sure, it has to have the quality to back it up, but first, it needs to make it off the shelf. Products with well thought out labels that include eye-catching designs or catchy, tongue-in-cheek names will have a better chance of getting into millennials’ shopping carts.

Who are you targeting?

Bauerhaus Design can make sure your packaging is unforgettable to your specific wine market. We create brands for Millennials, Baby Boomers and the 6 different wine consumers. Contact owner Rebecca Ritz for afree 30 minute discovery callto discuss your branding project.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Top 5 reasons to pick a target wine consumer
18 April, 2018

Who is your target wine consumer? Why is this important? Because knowing your target wine consumer is a huge advantage both to creating a branding strategy and a marketing strategy.

Often this is the first question I ask clients and often owners struggle to answer it.

How is it an advantage? Let’s look at five reasons.

EASIER TO DEVELOP YOUR BRAND

If you have a narrowed down definition of who your target wine consumer is, you can create branded content that hits this target market every time. A brand is made up of many different pieces, including your logo, packaging, messaging, photography, design style guide and content.

Let’s take packaging and how a demographic influences packaging we design. In general, brands that target Baby Boomer Wine Enthusiast like traditional wine label designs. If you are targeting Millennials, they are open to all types of non-traditional design and containers, including cans. 

What brands target a specific example? Mark West winery is targeting Millennial males and has all of their photography, video, design, content, messaging and promotions focused on grilling and tailgating. They also include recipes on their website for grilling different meats that pair well with Mark West wines.

MAKES IT EASY TO KNOW WHERE TO ADVERTISE

If you know your geographic, demographic and/or psychographic or your target market, you will not waste money on buying advertising that isn’t seen by your target market.

Instead you will know exactly where to advertise. How? With traditional media, like magazine, radio,  and TV, media kits will list who buys, listens and watches their publications. Online ads, like Facebook, allow you to narrow down your audience reach to exactly your target market.

EASIER TO BE ON THE FIRST PAGE OF GOOGLE RESULTS

As an agency that also builds websites, we often have clients come to us wanting to be on the first page of Google results. To get on the first page of Google you can do two things. One, pay someone to do monthly SEO. Two, develop content on your website that appeals to your particular audience. For example, a Texas winery that focuses on Tempranillo wine and Baby Boomers,  could create content like “What food pairs well with a Texas Tempranillo” or “Top chocolate pairings with Texas Tempranillo.”

SHOWS YOU WHICH SOCIAL MEDIA CHANNEL TO FOCUS ON

We also often get asked by wine startups, what social media channel should they pick to focus on? The answer: it depends on your target market. Instagram has a bigger Millennial following, while Facebook can be better at reaching Baby Boomers.

SAVES YOU TIME

The most important reason? It saves you time. Every person I’ve ever met in the wine industry it low on free time. If you know exactly who your target market is, it saves you a lot of indecision deciding where and when to advertise.

QUESTIONS?

Not sure who your target market is? Check out the six different wine consumers research. Or schedule a 30 minute discovery call with owner, Rebecca Ritz (becca@bauerhaus.com). At Bauerhaus, our recommended services are built around your sales goals and can include branding, packaging, custom website development, and digital marketing. 

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


What kind of wine marketing works best for family wineries?
04 April, 2018

Read our top seven marketing tips for growth in 2018.

I was talking to a client of mine that just launched a new family wine brand. He talked about how he felt like marketing he has tried just doesn’t work. However he doesn’t have a monthly marketing budget to outsource marketing to an agency like Bauerhaus. He already took our free Sell More Wine email series, so what can he do himself that will make a difference? He doesn’t have a tasting room, but instead is relying on restaurant sales, online wine sales and wine club memberships.

1. CREATE A STRONG BRAND

Having an unforgettable brand – logo, packaging, story, messaging, photos, type, etc – is always the first step before you start any marketing campaign. A strong brand will have a specific target market, have a clear brand strategy & story, and be able to tell customers how your wine brand is different from others. Without this, you can easily get lost on the wine shelf. 

2. CREATE A BLOG AND UPDATE IT MONTHLY

Think about this – if someone wants something, where do they go? Usually they Google it. The more content you can produce around your wine brand and how you are different, the higher you will rank when a user types in a question or topic in Google search. For example, if you are a New York winery specializing in Rieslings and weddings, all of your content should be focused on these two topics. It could be Riesling food pairings, Top wine wedding trends in 2018, or the best wedding toasts of 2018 (featuring your wine of course!).

3. EMAIL LIST SIGN UP

Every website we design and develop has to include one key thing: Email newsletter sign up. Why? Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter? Plus, email marketing consistentaly produces a better ROI than social media. Email marketing should be the cornerstone of your small wine brand. Every person that comes to your website should see a clear path to sign up for your email newsletter.

4. EMAIL NEWSLETTER

Now that you have their email address, what is next? Use the monthly blog content and send it out in a monthly newsletter. To make any sale, a customer goes through the steps of “know me, like me, trust me” before they make a purchase. Consistent email is a great way to build trust with your potential customers. Check out this great list of 7 tips to improve your email marketing.

5. SOCIAL MEDIA

The key with social media is all about talking about how your brand is different and engaging with your fans. Posts with photos and video rank higher in social media than plain text posts. One common mistake we see wineries make is that they only try to sell wine or prmote an event on social media. Many experts now say 80% of posts should be value-add and only 20% promotional. Instead inform, inspire, entertain, discuss and engage. Learn 5 secrets to improve your social media here.

6. FACEBOOK ADS

Facebook is now a pay to play marketing channel. If you want to show up in your follower's feeds, you need to shell out an advertising budget. The good news, Facebook ads are cheap! Plus, they allow you to target your exact customer demographic. Remember how I said one of the keys to a great brand was a specific target market? Knowing who you are targeting, makes Facebook ad set up a breeze. A few of the ways you can target future customers – pick age, location and interests that they like in your ad settings. Plus, with Facebook ads you can test several different ads and see which messaging gets the highest interaction.

7. COLLABORATE

If you know your target consumers demographics, you can collaborate with another company that has your same audience. This way you will both benefit from combining your two email lists, social media contacts, etc. Not sure who to partner with? Think of non-profits, chefs and luxury travel. 

NEED HELP WITH MARKETING?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. Schedule a FREE 30 minute discovery call with owner, Rebecca Ritz (becca@bauerhaus.com). Our recommended services are built around your sales goals and can include branding, packaging, custom website development, and digital marketing.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


What is the One Thing your Wine Brand is Missing with Social Media?
22 March, 2018

At the #USBevX wine conference, an attendee to my session said “I’ve never heard social media explained the way you did. It makes so much more sense now!”

The talk was called “How six brands target six different wine consumers” and wasn’t actually a social media specific presentation. It instead walked step by step how six brands target a specific wine consumer with ALL their communications – logo, packaging, website, social media, photos, text, emails, etc.

Most presenters at conferences or in the latest marketing news, talk about the latest trends or tips when it comes to social media. But what my attendee picked up in my presentation and what I often tell my clients – social media should not just be about your sales or events.

We often advise our clients that 8 out of 10 posts should be about engaging with your customer and about brand awareness, not sales. Only TWO posts should be “Buy our wine!” or “Attend our event.”

Why? Sprout social, who studies market research trends, says 46% of people unfollow a brand due to too many promotional messages.

WHAT TYPE OF POSTS DO CONSUMERS LIKE?

According to Sprout's report Consumer Sentiment on Brand Behaviors on Social. See infographic here. They list all the “cool” preferred behaviors have nothing to do with promotional messages. Instead, it’s about including the consumer in the conversation, just like you would do in person. 

WINE SOCIAL MEDIA POSTS THAT WORK

Here are four types of posts that help increase brand awareness and increase engagement for wine brands:

  1. Ask them questions (Engage): Which is their favorite wine? What did they do this weekend? What wine pairs best with X wine?
  2. Use content to reinforce your brand image (Brand Awareness). What does this mean? Each week post about your brand. Even better, literally talk on video about your brand. This helps build brand awareness and feeling like they know you. Talk about why the owner created the brand, where the inspiration for the label design came from, why you grow specific wine varietals, or where the name of the winery originated.
  3. Posts about your wine consumer (Engage). What interest your wine consumer? Make the posts about them. For example, Mark West wines, targets their Millennials male wine consumer with styled photos and recipes focused on grilling and tailgating. Not sure who your wine consumer is? Check out this list.

  4. Post about wine and food connections (Engage + Brand Awareness). Use social media to make industry partnerships or talk about the ones you already have. For example, Flavein Pommier of Bordeaux’s Chateau Darius helped his family wine brand make huge leaps in brand awareness by posting famous Executive Chefs in Paris he has met on Instagram. Their Instagram account now boasts 25.2k followers and has lead to the support of the President of the Republic of France, Mr. Macron, and his wife. This will not only impress your current fans, but also help grow your fan base. Read the full story here on Forbes.

FREE DISCOVERY CALL

Not sure if your social media strategy is right? Or how to translate your brand into social media posts? Schedule a FREE 30 minute discovery call with owner, Rebecca Ritz (becca@bauerhaus.com). Our recommended services are built around your sales goals and can include branding, packaging, custom website development, and digital marketing.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more:www.bauerhaus.com/sell-more-wine/


5 Tips to Increase the Perceived Value of your wine label
07 March, 2018

Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information. This means that our brains are often taking shortcuts when it comes to packaging design.

For example, how many times do you really notice all the details on a wine label? Unless you are a packaging designer, I doubt you are consciously noticing each font on the label, the paper type, Pantone colors, foil, and embossing that were used.

Instead you glance at a wine label and unconsciously think: poor label design = poor wine quality. Professional wine label design = high quality wine.

What are these visual cues that we unconsciously see?

While the design greatly depends on who you are targeting and your brand story, the most expensive traditional wine label designs often show similar patterns. Your brain is noticing subtle differences –  here are a few that we keep in mind when we design packaging for our clients. 

TYPOGRAPHY

Traditional wine label design (think classic French Bourdeaux) most often use serif and script fonts. Wine targeted to a wine consumer that is a Millennial or Gen Xer can instead play with a mix of fonts, from sans serif to hand drawn. 

TEXTURE

One over looked piece in packaging design is often paper choice. Thicker textured paper signals that the wine is high quality. Think of all the adjectives you use to describe your wine and pick paper that mimics those adjectives.

COLOR

Labels with large pieces of brighter colors, sends signals of a lower price point. Higher perceived value wine often has just a pop of color and the palette is usually in wine colors or jewel tones.

WHITE SPACE

The more white space or blank paper showing you have, the more your consumer will assume this is a higher quality wine. 

DETAILS

Our brains pick up subtle details like the beautiful embossing, debossing, foil stamping, etc. that tell us that certain wines are more expensive. Other visual details we register are custom logo design (another words not clip art) as well as custom illustration or artwork. These details help communicate that a wine has a higher perceived value.

How do you know what color, texture, etc to pick? 

First, know which of the 6 wine consumers you are targeting and second, have an unforgettable brand story that shows how you are different.

FREE DISCOVERY CALL

Not sure if your packaging is presenting the most perceived value for your brand? Set up a free Discovery Call with owner, Rebecca Ritz. 

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Join me at #USBevX for a Case Study: How 6 brands target 6 different wine consumers
07 February, 2018

Who is your target market? This session will explore why “all wine drinkers” isn’t a good answer. Join me February 22 at 11am at the 2018 US Wine & Beverage Conference & Expo in Washington, DC.

CASE STUDY: HOW 6 BRANDS TARGET 6 DIFFERENT WINE CONSUMERS

We will discuss the 6 different types of wine drinkers and provide real world examples of how 6 different wine brands reach and motivate each market segment.

You will learn which aspects of wine labels, websites, and social media appeal to each group.

The primary objective is to help you identify which segment of wine drinkers is your ideal consumer, and provide inspiration for strategies that could appeal to your niche.

PROMO CODE

Plus, please use my special Speaker Promo code to receive 50% OFF a conference pass (includes the Tradeshow).

Promo Code: Bauerhaus

Register here: http://www.usbevexpo.com

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more:www.bauerhaus.com/sell-more-wine/


Small Wine Brands: FREE 7 week Wine Marketing Course
10 January, 2018

Tired of placing an ad and not seeing results? Jump start your wine marketing with our free seven week email series and learn how to take your business to get more wine customers. 

Simply enter your email address here and we’ll send you 7 weeks of emails with tips on branding, social media, marketing, SEO, pay per click, and much more! You’ll receive the first email complete with tips in your email inbox within a few hours of signing up.

This seven week email series was specially created for small winery owners that sell less than 50,000 cases per year. Most of our clients are in the 0 – 10,000 case range, so we understand the struggles of a small wine brand. We know that you create fabulous wine and we want to help you spread the word, but may not have the time to do it! We take complex wine marketing concepts and break them down into 7 different emails containing steps you can take right away to grow your winery.

For example, are you confused by social media? We explain step-by-step which social networks are most important and how you can turn website traffic into visitors to your winery. Sign up today here -->  http://www.bauerhaus.com/sell-more-wine/

TOPICS COVERED:

  1. How to brand your winery
  2. How to increase your winery customers with 10 steps
  3. How to use Social Media to reach your audience
  4. How to decide which Online Ads are right for your winery
  5. How to increase traffic to your Website step-by-step and get more sales
  6. How to use Email Marketing to grow your winery
  7. How to make your wine label stand out

OUR PAST PARTICIPANTS SAY:

“This 7 week course is an excellent idea to warm up and make you think about the next steps to be taken. Marketing never stops! Thanks!” – Leonardo from Spain

“The series was insightful and helped us greatly in the middle of a rebrand.” – Anna

“We have a long history with Bauerhaus Design and am amazed at how they not only know design, but also understand how to teach social media and online marketing.” – Bob E.

“I’ve been receiving the Sell More Wine series and the Bauerhaus Design newsletters for nearly one year now and what surprises me the most is the fact that… they are always new! I mean, they are full of great ideas and links to interesting books, I wonder how they can find so often such an amount of useful material. Plus, Rebecca replied immediately to the e-mail I sent her, and I appreciated it very much. Thank you guys for being so nice, keep on doing like this :)” – Mike T.

ARE YOU READY TO GET STARTED?

Get more winery customers with our FREE 7 week Wine Marketing email series.

Want to hear Rebecca talk about branding? See her at the USBevX conference in Washington, DC as she delivers the talk “Case Study: How 6 brands target 6 different wine consumers.”


JUDGING A WINE BY ITS LABEL
27 December, 2017

Your mother told you it’s what’s inside that counts, but with wine sales, that’s not always the case. Back in 2015, the Gallo Wine Trend Survey discussed the buying habits of millennials versus baby boomers. Baby boomers tend to choose wine based on aspects like region of origin, taste descriptors and pairing suggestions. Millennials, they estimated, are four times more likely to buy a bottle based on the personality and originality of its label.

PERCEIVED VALUE

As millennials graduate from college, many start to trade their red plastic cups of beer for wine. When it comes to buying wine, their choices are often driven more by how others will perceive them than what’s inside the bottle. When appealing to this ever-growing segment of the market, keep in mind that they may be more interested in your product’s branding than its oakiness or tannins.

IMAGINE THE 20-SOMETHING MALE

He’s invited to a housewarming party for his newly married fraternity brother. He knows it’s polite to bring some wine. He chooses something like 19 Crimes or Fat Bastard. It checks the box for etiquette but still makes him come across as edgy and cool to his friends.

NOW IMAGINE THE 20-SOMETHING FEMALE

She’s stocking her fridge for a night in with her girlfriends. She might choose Middle Sister to be funny or the latest rosé from Chandon that is packaged like a present.

INITIAL PURCHASE

Repeat purchases and loyalty to a specific wine may have more to do with how the product tastes. But initial purchases by novices or occasional wine drinkers are likely tied to the feeling or image it evokes.

This is why even the best wines on the market can’t ignore branding. Sure, it has to have the quality to back it up, but first, it needs to make it off the shelf. Products with well thought out labels that include eye-catching designs or catchy, tongue-in-cheek names will have a better chance of getting into millennials’ shopping carts.

WHO ARE YOU TARGETING?

Bauerhaus Design can make sure your packaging is unforgettable with your specific wine market. We create brands for Millennials, Baby Boomers and the 6 different wine consumers. Contact owner Rebecca Ritz for a free 30 minute call to discuss your branding project.

Want to hear Rebecca talk about branding? See her at the USBevX conference in Washington, DC as she delivers the talk “Case Study: How 6 brands target 6 different wine consumers.”


HOW MARKET RESEARCH CAN HELP YOUR WINE BRAND
13 December, 2017

Do you know the type of wine club your customers prefer? The social media channels they visit daily? Do you know what radio stations your customers listen to? Read the top 4 reasons why your brand should use market research.

This past year we have worked with several wine, spirit and food brands on gathering market research through online surveys. We have helped the Japanese company, Shirataki Sake, use market research to learn how Americans perceive sake. For Maruhon Sesame Oil, we created surveys and used the results to determine final packaging design, bottle closures, flavor preference (dark, medium brown or clear) and pricing.

WHAT IS MARKET RESEARCH?

“The process of gathering, analyzing and interpreting information about a market, product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you face .” – Entrepreneur.com

In a nutshell, we love market research because it helps focus the design and marketing recommendations we make.

TOP 4 REASONS TO DO MARKET RESEARCH:

  • Identify your demographics
    • If you know your target demographic for your wine, spirit or food brand, it will help you know where to advertise and what social media channels your brand should be on. Are most of your consumers Millennials? Then being on Instagram is a must, as well as having innovative events.
    • Knowing your demographics can also help you know which radio station to advertise on and which magazine to appear in. All media rep’s will be able to tell you exactly which demographics (age, male/female, zip codes, etc) listen to their radio station or read their magazine.
  • Guide your communication with current and future customers
    • Through Market research you can determine how your customers prefer to be communicated with. Weekly or monthly email? Social Media? Snail Mail? More information on your website? All of these things can easily be determined with market research.
    • Knowing who your customer is, helps you write in the correct tone of voice.
    • Market Research is particularly important in crafting your yearly marketing plan.
  • Identify opportunities
    • One wine brand we worked with found out that their most loyal customers had wine club memberships elsewhere, which lead them to start their own wine club.
    • Our client, Shirataki Sake, found out that many Americans don’t realize that sake can be paired like wine, which lead to more educational posts on social media and in their email newsletter.
  • Helps you minimize risk
    • Are you planning on importing your product into the US? Market Research is a great tool to find out the preferences of the people in the cities you plan to launch in.
    • For both Japanese companies, Maruhon Sesame Oil and Shirataki Sake, we developed questions to determine which flavors, bottle closures, buying behavior trends, plus key selling words like “100% pure” and bottle styles that consumers preferred.
    • Want to find out if your customers are interested in trendy wines, like rosé, or a new wine varietal? Surveys are a great way to find out this information. Plus, since online surveys can be filled out anonymously, your customers are more likely to be honest.
    • Which is easier – paying money up front to figure out preferences or launching a product that doesn’t sell?

HOW CAN YOU DO MARKET RESEARCH?

Surveymonkey.com is a great free online resource to build your survey. Not sure what types of questions to ask? Schedule a free 30 minute chat with owner, Rebecca Ritz

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Which social media channels should your wine brand use?
29 November, 2017

With so many options in social media, how do you choose the best social media platform for your winery? The short answer is: it depends on who you’re trying to reach.

First, let’s assume you have a cohesive brand that communicates how your winery is different from the competition, and that you’ve already identified your winery’s target audience. (And no, it can’t be “all wine drinkers.” Here’s why!)

At a minimum, you should have a solid understanding of your ideal consumer’s gender and age range. Other information you may find helpful include their education level, household income, ethnicity, and/or where they live. Then – just like with any other type of advertising – you want to promote your winery on the social media channels where your target audience spends their time.

We studied the demographics provided by Pew Research Center for each social media channel, reviewed the updated Wine Drinker categories provided by Constellation Brands, and drew on our own professional experience with managing social media for our winery clients in order to create this handy chart to break it down for you:

Social Media Channels by Wine Drinker

Whether you’re too busy to manage your winery’s social media efforts, overwhelmed by all the different channels, or you just want someone to show you the ropes – we can help. As a full service design and digital marketing agency for wine brands, we offer social media management services that range from training you how to be successful online to doing it all for you!  Contact us today for a free estimate customized for your needs.

 

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Top 4 wine branding ideas for your tasting room
15 November, 2017

Your tasting room is the silent ambassador of your brand. How is your tasting room telling your brand story? Earlier this year I spent a week in Napa, CA and wanted to share these great wine branding ideas that I came across.

I always tell my clients that they need to start any strategic marketing plan with a strong brand. 

At Mumm Napa, with each glass of wine you order, you are handed a coaster branded to match the label of the sparkling wine. Perfect memento and way to remember which wine you loved. Click here to read the full article and see all the photos.

Branded Coasters

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


7 Tips to Reach Generation X “Wine Moms”
01 November, 2017

Is your winery overlooking an influential and profitable audience?

Gen X is “the second largest consumer of fine wine in the U.S. today and is the largest growth opportunity for most wineries.” (Source: 2016 SVB Wine Report)

Given their higher incomes and stage of life, it’s not surprising that popular purchases for Gen Xers include fine wines. It’s also worth noting that Xers boast the highest rate of consumer brand loyalty at 70%. (Source: eMarketer)

And “wine moms” are a real thing. *raises hand* There’s a large and influential online community that has bonded over sharing the highs and lows of parenting. Some moms joke that wine is a requirement to survive those demanding early parenting years. (They’re not really joking.)

Screenshot 2016-10-05 11.45.21

Here are 7 tips to help you connect with Gen X moms and motivate them to buy your wine:

  1. Moms tend to stick with brands they like so make sure you have an unforgettable wine brand. These women are more likely to be loyal consumers, become brand ambassadors, and tell all their friends!
  1. Moms listen to other moms. They are vocal about their opinions and seek out the opinions of others. Check out your online reviews, see what customers are saying about your winery, and respond to them. Share positive reviews on your social media sites, in your newsletters, and on your website. Make sure your winery’s correct address, phone number, and website are listed in popular online business directories so they can find you.
  1. Moms are social. 81% of moms use Facebook, 40% use Pinterest, 30% use Instagram, and 19% use Twitter. 60% of moms check Facebook multiple times each day. (Source: Pew Research Center)Invest in your winery’s social media presence, which means posting consistently, responding promptly to messages and comments, and interacting with your fans/followers. Also, ensure that your content adds value and isn’t overly promotional. It’s better to do one channel well than three poorly!
    Screenshot 2016-10-05 11.52.02
  1. Moms are mobile. They’re always on the go and spend an average of 2.3 hours per day on mobile devices. (Source: MediaPost)Make sure your website is responsive and easy to use from a smart phone or tablet. Information about your winery should be readily available on your site; make it easy for moms researching their winery options to make a decision.
  1. Moms shop online. In fact, they make 90% of their purchases online so your website has to be functional and easy to use. (Source: MediaPost)A very visual audience, you can capture their attention with videos. Think about your customers and how you can answer a question, solve a problem, or entertain them. Plus, make sure they can order your wine online.
  2. Moms read their email. They’re busy trying to balance their lives. They like to save time and money, and they appreciate coupons. Personalize your email newsletter with a special promotion just for mom. Invite her and some friends to the winery to relax!
  1. Moms like to be appreciated. Develop a rewards or referral program with benefits they care about and they’ll buy your wine again and again!

Want to create a wine brand that targets Moms?

We provide full branding services including identity design, packaging and support collateral. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management! For a free estimate customized for your needs, please contact us.

 

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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FREE 7 week wine marketing course: Sell more wine!
18 October, 2017


Free 7 week wine marketing course

Tired of placing an ad and not seeing results? Jump start your wine marketing with our free seven week email series and learn how to take your small wine brand to the next level!

Simply enter your email address and we’ll send you 7 weeks of emails with tips on branding, social media, marketing, SEO, pay per click, and much more! You’ll receive the first email complete with tips in your email inbox within a few hours of signing up.

This seven week email series was specially created for small winery owners that sell less than 50,000 cases per year. Most of our clients are in the 0 – 10,000 case range, so we understand the struggles of a small wine brand. We know that you create fabulous wine and we want to help you spread the word! We take complex branding and wine marketing concepts and break them down into 7 different emails containing steps you can take right away to grow your winery.

For example, are you confused by social media? We explain step-by-step which social networks are most important and how you can turn website traffic into visitors to your winery. Sign up right now here: FREE 7 week Wine Marketing email series!

TOPICS COVERED:

  1. How to brand your winery
  2. How to increase your winery customers with 10 steps
  3. How to use Social Media to reach your audience
  4. How to decide which Online Ads are right for your winery
  5. How to increase traffic to your Website step-by-step and get more sales
  6. How to use Email Marketing to grow your winery
  7. How to make your wine label stand out

OUR PAST PARTICIPANTS SAY:

“This 7 week course is an excellent idea to warm up and make you think about the next steps to be taken. Marketing never stops! Thanks!” – Leonardo from Spain

“The series was insightful and helped us greatly in the middle of a rebrand.” – Anna

“We have a long history with Bauerhaus Design and am amazed at how they not only know design, but also understand how to teach social media and online marketing.” – Bob E.

“I’ve been receiving the Sell More Wine series and the Bauerhaus Design newsletters for nearly one year now and what surprises me the most is the fact that… they are always new! I mean, they are full of great ideas and links to interesting books, I wonder how they can find so often such an amount of useful material. Plus, Rebecca replied immediately to the e-mail I sent her, and I appreciated it very much. Thank you guys for being so nice, keep on doing like this :)” – Mike T.

ARE YOU READY TO GET STARTED?

Get more winery customers with our free 7 week Wine Marketing email series today!


How much can a wine club grow your Direct-to-Consumer Wine sales?
04 October, 2017

Right now I’m working with several new wine brands and many start with a tasting room only. While we often hear how wine clubs are a great addition to annual income, what do the statistics tell us? Can a wine brand in Texas or Missouri have as much success as one in Napa?

Earlier this year Silicon Valley Bank’s Wine Division hosted a live videocast discussion of trends in direct-to-consumer wine sales focused on growth trends and strategies.

They talked about statistics like the below, which shows how much direct sales are from the tasting room vs. the wine club. The below chart tells us that no matter where your winery is located, a wine club can increase your revenue.

DirectSalesfromWineClubandTastingRoom

Keep scrolling for the full video below where the panel discussed some of the findings and compilation of responses from almost 850 wineries.

Are wine club members from nearby?

The panel also discussed how only 20% of Napa’s wine club members live in the Bay area vs. other regions like Virginia and Illinois, where the majority are local. See how each region breaks down here:
SVB_dtcsales

Knowing where your wine club members live can help shape your messaging and special events. For example: if you have a large amount of wine club members in a different state or city, you could fly there and do a special winemaker dinner. This will help extend how long they are wine members with your wine brand.

Other key tips:

  • Work with your regional tourism office to grow regional pride. Think Drink Local. Think how people want to know where their food comes from and how it’s made.
  • For your wine club, nurture the relationships by throwing wine club VIP parties where you ask each member to bring 3 friends. Those 3 friends often have similar tastes and demographics and can become future wine club members.

They also covered the following topics:

  • Conversion rates of buyers
  • Impact of venue choice on tasting room success
  • Regional tasting room comparisons
  • Club metrics

Ready to increase your Direct-To-Consumer sales?

Every winery is a set up with different revenue streams. Some wineries have weddings and restaurant. Others have eCommerce on your website and tasting rooms. Regardless of how you currently have it set, a solid wine club strategy can increase sales and provide revenue in slow winter months. Plus, wine club members are the perfect brand ambassadors for your brand. Not sure where to start? Email me at becca@bauerhaus.com to schedule a one-on-one.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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What kind of marketing can your small wine brand do for cheap?
19 September, 2017

Read our top seven low-cost marketing tips for growth.

I was talking to a client of mine that just launched a new wine brand. He talked about how he felt like marketing he has tried just doesn’t work. However he doesn’t have a monthly marketing budget to outsource marketing to an agency like Bauerhaus. He already took our free Sell More Wine email series, so what can he do himself that will make a difference? He doesn’t have a tasting room, but instead is relying on restaurant sales, online wine sales and wine club memberships to sell 400 cases of wine in 2017.

1. Create a strong brand

Having an unforgettable brand – logo, packaging, story, messaging, photos, type, etc – is always the first step before you start any marketing campaign. Each piece of your marketing should be communicating the same brand elements over and over to a specific target market. Marketing still takes at least 7 touch points before most sales, so having a consistent message is essential.

2. Create a wine club

Have you created a wine club for your wine brand? If not, what are you waiying for? According to Silicon Valley Banks Video “Secrets for Growing Direct-to-Consumer Wine Sales 2017” even small wine brands in the Midwest benefit from this additional revenue stream. Check out the video for recent statistics on sales from a tasting room vs. a wine club.

3. Email list sign up

Every website we design and develop has to include one key thing: Email newsletter sign up. Why? Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter? Email marketing should be the cornerstone of your small wine brand. Every person that comes to your website should see a clear path to sign up for your email newsletter.

4. Create a blog and update it monthly

Think about this – if someone wants something, where do they go? Usually they Google it. The more content you can produce around your wine brand, the higher you will rank when a user types in a question or topic in Google search. For example, if you are a New York winery specializing in Rieslings and weddings, all of your content should be focused on these two topics. It could be Riesling food pairings, Top wine wedding trends in 2017, or the best wedding toasts of 2016 (featuring your wine of course!).

5. Email newsletter

Now that you have their email address, what is next? Use the monthly blog content and send it out in a monthly newsletter. To make any sale, a customer goes through the steps of “know me, like me, trust me” before they make a purchase. Consistent email is a great way to build trust with your potential customers. Check out this great list of 7 tips to improve your email marketing.

6. Social Media

Use the same blog content on social media and make sure to include photos and video. Posts with photos and video rank higher in social media than plain text posts. One common mistake we see wineries make is that they only try to sell wine or an event on social media. Many experts now say 90% of posts should be value-add and only 10% promotional. Instead inform, inspire, entertain, discuss and engage. Learn 5 secrets to improve your social media here.

7. Facebook ads

If you are going to pick one form of advertising, we recommend Facebook ads. They are very cheap and allow you to target your exact customer demographic. A few of the ways you can target future customers – pick age, location and interests that they like in your ad settings. Plus, with Facebook ads you can test several different ads and see which messaging gets the highest interaction.

Need help with marketing?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. Contact usto discuss your needs and we’ll provide a free estimate customized specifically for your brand.

 

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How can you increase your small wine brand's Direct to Consumer shipping?
06 September, 2017

Shipping Leonard-1024x576

Every winery has a different model for their revenue streams, but if you produce less than 50,000 cases you should be growing your Direct-to-Consumer Shipping.

What does the latest research tell us? In the 2017 Direct-to-Consumer (DtC) Wine Shipping Report, compiled by Wines and Vines and ShipCompliant, we see the following: “In 2016, the roughly 5,500 U.S. wineries that fall into “small” (under 50,000 cases) and “very small” (1,000-4,999 cases) categories accounted for 80% of the additional $392 million in the direct-to-consumer wine shipping channel.”

Plus, “90 percent of new U.S. wineries fell into the “Limited Production” (under 1,000 cases) and “Very Small Production” size and is potentially even more important, as these two categories have the highest average price per bottle shipped. Very Small production had an average bottle price of $55.52 and Limited production had a price of $50.98.

The average price per bottle across all categories increased by 1.2 percent to $38.69 in 2016, while order volumes saw a healthy 17 percent boost. Interestingly, the only winery size segment able to mirror that growth in both price per bottle and order volume was the small winery segment.”

How can you increase your shipments?

Are you reading this and not sure how you can increase your direct to consumer shipments? The first step of growth is to make sure you have a wine club and an email list you regularly send emails to at least once a month. If you don’t have these two things, let’s talk. You could be missing on out on a whole section of revenue.

Already have a wine club and an email list?

Every winery is a set up with different revenue streams. A few of those are wine clubs, focused email marketing, eCommerce on your website, and tasting rooms. Some small wine brands have an email list, but they aren't converting. Others are forgetting to mention their wine club in their tasting rooms and social media. Not sure where to start? I would love to talk to you about your particular struggles and opportunities for growth. You can send me an email at becca@bauerhaus.com to schedule a one-on-one.

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How to target Millennials with your wine brand
22 August, 2017

What type of wine are Millennials drinking? What promotions work with Millennials? Learn how 4 different wine brands are targeting Millennials.

Rosé All Day

Targeting wine to Millennials? Rosé represents a mere 1.5% of the U.S. table wine market, but sales climbed 53% by volume to sales of $258 million in the last 52 weeks, according to Nielsen. Who is driving this rise? Millennials and their hashtag #RoséAllDay Read more here.

Courting New Customers

Wines of Chile came up with the idea of combining speed dating while trying wines of Chile. They partnered with Match.com and 14 Total Wine & More stores to target Millennials. Great idea, since we know Millennials love to attend events to learn more about subjects they are unsure of. Read more here.

How do Millennials chose wine?

“Millennials don’t get as bogged down in appellation or country of origin—it’s really about the brand,” says Treasury Wine Estates vice president of marketing Barry Sheridan.

“The company’s 19 Crimes label—which is the top Australian wine over $10, according to Nielsen data—is a case in point. The wine, which includes both a red blend and a Cabernet Sauvignon (both $11.99 a 750-ml. bottle), is named for the number of crimes that once carried a punishment of transportation to Australia. ‘The wine takes a lot of cues from brown spirits and broader trends around millennial consumers hearkening back to their grandparents’ days, or even further back,’ Sheridan says.” Read more here.

How giving back can grow your wine brand

Wine store Vinomofo tapped into the Millennial urge to give back to their community. They created the ‘Vinobomb’ project – a campaign whereby Vinomofo helped people perform random acts of kindness. Each month the company would take nominations for a person or people doing ‘awesome’ things in their community. The winners would then have a Vinobomb – a box containing wine and other treats – dropped on them with the help of partnering with the digital taxi service Uber. Read more here how they did it.

Ready to create a wine brand targeting Millennials?

Bauerhaus creates unforgettable brands for wine, spirits and sauce. We especially like creating brands that target Millennials. Contact founder and designer, Rebecca Ritz, at becca@bauerhaus.com to set your complimentary 30 minute phone consultation today.

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Why Millennials love wine packaging that is not in a bottle
09 August, 2017

Alternative wine packaging

Millennials are on the cusp of becoming the largest wine-drinking generation ever. Are you trying to target this audience? Learn how you can better understand this consumer, so you can better target this demographic.

On Twitter, I sent a tweet out about the Australian Vinomofo and how it got its mojo – a wine club targeted at Millennials and “not about bowties and bullshit.” While that quote is not about canned wine, it does succinctly sum up Millennial attitude toward wine in general.

Millennials are not buying wine for the same reasons as Baby Boomers. This video by Union Wine Company shows a few funny difference between Millennials vs. wine snobs:

See all 8 hilarious videos by Underwood canned wineshere.

Which packaging type sold the most last year?

Nielsen reports that “Wines in boxes and cartons of all sizes represent more than 8% of table wine store sales dollars today, and just under 20% of table wine volume.” In 2016 boxed wine is up 16.2%, Tetra packs are up 21.7%, and canned wine grew by 125%.

Why are Millennials fueling this growth? Let’s look at the Texas Wine Marketing Institute research study on Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packaging. They heard the below top reasons on why certain packages were chosen:

  • Attractive and Aesthetics: Packaging design is playing a huge role with Millennials
  • Functionality: Convenient. Practical. Useful. You can go to a park or sporting event and still drink wine.
  • Value: Like the single servings and the price.

Millennial thought process

While the buzz this year on wine in cans is powerful, it is still only less than 1% of the wine retail market. But according to Nielsen it had a huge growth in 2016 with total sales of $14.5 million, up from $6.4 million in the prior year.

I’ve talked to several Baby Boomer winery owners and they just don’t get why you would ever put a wine in a can. This is why it is critical to find out WHY Millennials like cans. Here are some of the comments Millennials made in the above Texas Wine Marketing research study:

  • I like cans because I can put a straw in it and not smudge my lipstick.
  • I like the can because I could walk down the street, drinking wine and nobody would question me.
  • I would buy it for regular single serving consumption at home. Wellness is a huge priority to Millennials.
  • I would take it to a gathering with friends, like the beach, camping, and outdoor events.
  • Wine in a can looks fun, I’ll try it. Millennials are known for being open to trying new things.

Want more Millennial research?

Read the Top 9 tips for marketing to Millennialsand how the wine brand Uproot targets Millennials here. Plus, follow owner, Rebecca Ritz, on Twitter for the latest wine marketing research.

Ready to create a wine brand targeting Millennials?

Bauerhaus creates unforgettable brands for wine, spirits and sauce. We especially like creating brands that target Millennials. Contact founder and designer, Rebecca Ritz, at becca@bauerhaus.com to set your complimentary 30 minute phone consultation today.

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Free Marketing Course for Wineries
26 July, 2017

Tired of placing an ad or posting on social media and not seeing results? Learn how to sell more wine and get more customers with our free seven week email wine marketing series! 

This educational wine marketing email series was specially created for wine brand owners. We take complex marketing concepts and break them down into 7 different emails. Each email contains steps you can take and apply right away to grow your winery.

Here's a preview of what you can expect once you sign up for our complimentary wine marketing course!

The first week we start with the basics - branding. Having an easily recognizable brand will help you stay in the forefront of your customers' minds. Every winery should have a brand, even if you are a one person wine brand. Why? In order for consumers to make a purchase, they need to feel an emotional connection or otherwise trust in your product or service.

Ready to get started?

Simply enter your email address and we’ll send you all 7 weeks of emails with tips on branding, social media, marketing, SEO, pay per click, and much more!

TOPICS COVERED:

  1. How to brand your winery
  2. How to increase your winery customers with 10 steps
  3. How to use social media to reach your audience
  4. How to decide which online ads are right for your winery
  5. How to increase traffic to your website step-by-step and get more sales
  6. How to use email marketing to grow your winery
  7. How to make your wine label stand out

You’ll receive the first email complete with tips in your email inbox within a few hours of signing up. Let us show you how to take your wine business to the next level!


5 packaging tips for a new wine brand
12 July, 2017

New wine brands

You have seconds to grab the attention of eye of a customer on store shelves. Is your wine brand unforgettable? Read our top tips for creating a memorable wine brand.

In a Texas Wine Marketing Research Institute and Rawls College of Business at Texas Tech University study from 1991-2006 there was an

“Unmistakable trend: the better the recognition rating a wine brand received, the more likely it was to survive. No such link existed between quality evaluations and a brand’s success.”

This means that even if your wine is perfect and everyone says amazing things about it, if the packaging is not unforgettable people are not going to remember it.

Science has shown that our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information.

This means that our brains are often taking shortcuts when it comes to packaging design. You are walking down the wine aisle and what are you really taking in? Are you consciously noticing each font on the label, the paper type, Pantone colors, foil, and embossing that were used? No, you are picking up wines that you have already purchased or it has a label that you like and is in a wine varietal you want to drink. This is why it essential that your wine brand have a label that is professional and shows off your brand.

According to the 2017 Consumer Packaged Good Trends, smaller brands grew revenue about three times as fast because “consumers choose brands because they offer authenticity, a connection to local growers (Cabot Creamery), the promise of healthy ingredients (Bob’s Red Mill and Annie’s Homegrown), or a quirky story (Ben & Jerry’s).”

Packaging can continue to influence a company’s sales as it grows larger, too. MillerCoors’ sales slumped last year, but the Miller Lite retro can bumped sales by nearly 5 percent. MillerCoors didn’t change its beer; it just changed the can it came in.

Here are my top 5 tips for packaging a new wine brand:

Define your core customer

Often when I ask clients which wine drinkers are you targeting? They reply with “All wine drinkers.” The problem with that thought process is that there are actually different segments inside the wine drinking population. Paying attention to who exactly your customers are, will help you create marketing campaigns that precisely target your niche.

For example, are they driving a Mercedes or a Honda? Are they shopping at Aldi or a gourmet grocery store? Those answers help you define where you should be placing ads on social media and in print. Not sure who your customer is? Have your customers take a survey. If you are a new brand, take a look at the How 6 different brands target 6 different consumers.

All startups want to be as unforgettable as Apple and Tiffany & Co., and that type of recognition starts with a product’s packaging. How can you make your wine packaging stand out from the competition?

Create a brand strategy that is different

When I talk to wine clients and speak at conferences about creating a new wine brand, one thing I always try to emphasize is making sure their brand is differentiated from other wine brands. What does this mean?

It means knowing what makes your brand different and promoting those benefits to a very specific target market.

Three brand strategies that many of the most successful wine brands have used:

  • Wine Type (exclusively produce one varietal, like Pinot Noir, Norton or Chardonnay)
  • The Place (The AVA or a beautiful scene)
  • Personality (Charismatic winemaker or owner)

Once you decide on your target market and how you are different try this exercise. Fill in the blanks in the below statement based on your above strategy: Only (your winery) delivers (unique differentiating benefit) to (target audience).

Have a clear Heirarchy

Many wine drinkers shop by wine varietal. They know they like Merlot, but are looking for a new brand to try. While your brand icon/name should be the most memorable, the varietal should be listed in a font that is easy to read. Yes, script fonts can look beautiful, but if you can’t read it at a glance it will not be effective.

Do color research

In the wine world especially, color is extremely important. The more colors thrown into the wine packaging, the less sophisticated the product is deemed to be. Brighter the label is overall, the cheaper the wine. The more white space, the higher the price of the wine brand. This is why it is so important to research what different colors mean to your audience and then to use colors that will appeal to them.

Don’t skimp on the label paper

I often see at wine festivals that wine brands have their wine bottles in ice buckets and the labels are bubbling up and starting to peel. Or they have the cooler strategically positioned with frozen water bottles that don’t touch the labels. This can be easily solved by talking to your printer about using a higher quality paper. One of our clients, KC Wineworks, took each type of possible wine label paper and did an ice bucket test. Every hour they pulled the wine bottle out and took photos of the different labels. Great idea!

Are you a new wine brand?

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


5 Tips to Increase Perceived Value of your Wine Label
28 June, 2017

Which of these two wine costs more? Another words, “which wine is of higher quality?” It’s impossible to know the quality or taste of the wine by staring at the photo of these two wine bottles, but whenever I have shown these two bottles at presentations to wine brands, everyone always says, “the wine on the right.” How can they instantly tell? It's all about perceived value.

Think about this fact: Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information.

This means that our brains are often taking shortcuts when it comes to packaging design. For example, how many times do you really notice all the details on a wine label? Unless you are a wine label designer, like I am, I doubt you are consciously noticing each font on the label, the paper type, Pantone colors, foil, and embossing that were used.

Instead you glance at a wine label and unconsciously think: poor label design = poor wine quality. Professional wine label design = high quality wine.

What are these visual cues that we unconsciously see? In the above example your brain is noticing the subtle differences – hand drawn rustic fonts vs. the more elegant calligraphy & serif fonts. Non-traditional design vs. very traditional hierarchy and comes to the conclusion the wine on the right is more expensive.

While the design greatly depends on who you are targeting and your brand story, the most expensive traditional wine label designs often show similar patterns.

1. TYPOGRAPHY

Traditional wine label design most often uses serif and script fonts. Modern or Millennial targeted wine label design often uses sans serif or hand drawn type.

2. TEXTURE

One over looked piece in wine label design for small wineries is often the paper choice. Textured paper signals to us that this wine is high quality. Think of all the adjectives you use to describe your wine and pick paper that mimics those adjectives.

3. COLOR

Deep wine colors or jewel tones are often used for high end wine labels, while brighter colors signal this wine is at a cheaper price point.

4. WHITE SPACE

The more white space (also called negative space) you have, the more your consumer will assume this is a higher quality wine.

5. DETAILS

Our brains pick up subtle details like the beautiful embossing (raised swashes) below that tell us that certain wines are more expensive. Other visual details we register are foil stamping, custom logo design (another words not clip art) as well as custom illustration or artwork. These details communicate this wine is high quality.

How do you know what color, texture, etc to pick? Know which of the 6 wine drinkers you are targeting and have an unforgettable brand story. Also, make sure you pick a designer that partners with you and can help guide you based on your target market and wine price.

Want to chat?
Contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


VIDEO: Part 2: How 4 wine brands are using video marketing
14 June, 2017

What type of videos get the most views? What part does branding play in video marketing? Not sure where to start? Watch this video as I talk you through 4 different wine brands.


Want to see the wine brand videos I talk about in this video? Click here.

Want more video tips?

Head over to Video Marketing 10 Dos and Don’ts for wineries  and check out our case study on the types of videos Rung used to increase their in-store retail stores.

Want to chat?
Contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


VIDEO: Watch our top 4 video marketing tips for wine brands
31 May, 2017

Is your brand leveraging video? Find out why your wine brand should be using it, plus our top 4 tips for creating your own videos. All this in our first 2 minute and 31 second video. 


Want to chat?
Contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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7 Tips to Improve Your Wine Brand's Email Marketing
17 May, 2017

Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter?

Given all the different ways to interact with your customers online it can be easy to neglect email marketing. Yet not only are emails fast and affordable, but they continue to convert higher than social media. This means that more people who receive your email will buy from you versus fans that follow you on Facebook and see a post.

In fact, email consistently generates the highest return on investment for businesses among all marketing channels according to online research resource, VentureBeat. Whether your goal is to grow your business, acquire new customers, launch a new product, advertise a sale or promote an event, your winery should be utilizing email. Marketing data experts at McKinsey & Company found that email is actually40 times more effectiveat acquiring new customers than Facebook or Twitter!

The truth is, if your winery is not actively building a database of customer emails, you’re missing out on a HUGE opportunity to connect with wine drinkers, build brand loyalty, and increase sales. You can capture customer email addresses via a form on your website, in the tasting room, when they create a wine club account, checkout at the winery, or even during a phone call. You’ll get more email signups if you offer something for free in return (like we do with ourFree 7 week email series “Sell More Wine), or have them enter to win a drawing of some kind.

So what can you do to ensure that your emails deliver the right message at the right time to the right audience?

  • Get Permission– Make sure that you’re only sending email to people who have given you explicit permission to contact them via an email address they provided. (NOTE: Buying an email list is never a good idea. It’s a waste of money because the audience is rarely targeted, and using a purchased list can get you in a lot of trouble since no one on it gave consent for you to email them.)
  • Personalize It – Ever get a piece of mail addressed to “Resident”? Yeah, that doesn’t leave you feeling very warm and fuzzy about the sender. Using someone’s first name or other individual-specific data like birthday or favorite wine helps build a relationship between the recipient and your brand. According to Experian, emails with personalized subject lines are 26% more likely to be opened.
  • Segment Your List – Building on the previous tip, use different fields from your customer database to group your email list into smaller, more specific segments. For example, you can have a Wine Club list, a March birthday list, a “prefers sweet wine” list, and so on to send targeted messages that are relevant to that audience.
  • Optimize for Mobile – Make sure that your email looks good and functions as intended no matter if it’s viewed on a laptop, tablet, or smartphone; your email should be easy to read, with images displaying properly, and all links working. (Fortunately, many email clients offer mobile responsive templates to make this easy.) A report by Campaign Monitor revealed that on average 53% of emails are opened on mobile devices, and TechCrunch reported last May that 75% of Gmail’s 900 million users access their accounts on mobile devices!
  • Test Subject Lines – Take advantage of the A/B testing feature built into most email clients, which allows you to send an email with two different subject lines to two smaller subsets of your email list. Once enough data is collected, the application will automatically send out the email with the winning subject line to the rest of your list. Over time you will learn which subject lines are most likely to motivate your audience to open your emails.
  • View Reports – After each email you send, pay attention to the various analytics available in the email client such as A/B test results (which subject line was most compelling), open rates (the higher rate equal more engaging content), click thru rates (the percentage of people who received your email that clicked your links to get to your site), and conversion rates (the percentage of people who received your email who purchased from you). Then use this information to improve future results by testing different send times or days, content, and layout.
  • Add Social – Emails are a great way to drive traffic to your website as well as increase your following on social media sites. Make sure that every email you send out includes direct links to your Facebook, Twitter, and Instagram accounts. Although we’ve focused on the importance of email marketing here, social media should still be part of your overall marketing strategy.

Lastly, while there are multiple respectable email providers out there, at Bauerhaus we use MailChimp.com and often recommend it for other small businesses. They offer a “Free Forever” plan for up to 2,000 subscribers and 12,000 emails per month with no expiring trial, contract, or credit card required. Their free account includes features such as responsive templates that look great on mobile devices, built-in sign up forms, email campaign reports, and more.

Too busy or just need help?
If you’re interested in having us manage your winery’s email marketing for you – please contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


How can content marketing help your wine brand?
03 May, 2017

content is king handwritten

Learn what content marketing is, plus our top tips on why your winery should use it.

What is content marketing?

Forbes.com defines Content marketing as:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Not the easiest description to read is it? Think of it this way:

  • Traditional media talks AT people. Traditional media: ads in magazines, billboards, radio
  • Content marketing talks WITH people.

Another way to explain it: You had a pipe burst at your winery. Do you get in your car and drive to the billboard that has a plumber ad on it? Do you turn the radio and wait for the plumber ad to come on? No, you pull out your smartphone and either:

  • Go to social media and ask who knows a plumber
  • Go to Google (or ask Siri) “Plumber near me”

Same thing when people are searching for wine. More than 81% of shoppers, shop online before they step into any business. There are people right now googling wineries in your area. What is going to make them pick your winery? Consumers have four steps before they make a purchase: Know me. Like me. Trust me. Buy from me. How can your winery do these steps online? Through a solid content marketing plan that is focused on:

  • The demographics of your wine consumer (not sure who that is? Check out this research study on the 6 different wine consumers). Knowing who your targeting makes developing content a breeze. Are you targeting a Wine Enthusiast that enjoys recipes paired with your wine? Or are you targeting a Millennial that prefers to try new varietals at restaurants?
  • Branded content: It is essential to post content that promotes how you are unique from other wineries. Not sure what that is? An easy way to think of it is to fill in the blanks: Only (your winery) delivers (unique differentiating benefit) to (target audience). Not sure what that is? Read more about building a strong wine brand here.

Once you have those two steps down, you can now apply it in a content marketing plan.  A few of the ways we do this for wineries are:

  • Having a mobile friendly website. Many people search online from their smartphones.
  • Adding new content to your website each month, so you show up search
  • Posting branded content regularly on social media
  • Having a consistent email marketing plan
  • Using Hashtags: Hashtags are an easy and free way to grow your audience. Promote your #YourBrandName or #Slogan by piggybacking on fun trends such as #tbt (Throwback Thursday)
  • Updated online company listings, like Trip Advisor, Google, etc: Keep your listings up to date and make sure any reviews have responses. Read Why your response rate on social media is so important.

Next, what type of content should you post?

Read our blog post 5 secrets to improve your winery’s social media results.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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What kind of marketing can your small wine brand do for cheap?
18 April, 2017

Read our top seven low-cost marketing tips for growth in 2017.

 

I was talking to a client that just launched a new wine brand. He talked about how he felt like the marketing he has tried just doesn’t work. However he doesn’t have a monthly marketing budget to outsource marketing to an agency like Bauerhaus. He already took our FREE Sell More Wine email series and learned the basics of branding and wine marketing, so what can he do himself that will make a difference? He doesn’t have a tasting room, but instead is relying on restaurant sales, online wine sales and wine club memberships to sell 400 cases of wine in 2017.

1. Create a strong brand

Having an unforgettable brand – logo, packaging, story, messaging, photos, type, etc – is always the first step before you start any marketing campaign. Each piece of your marketing should be communicating the same brand elements over and over. Marketing still takes at least 7 touch points before most sales, so having a consistent message is essential.

2. Create a blog and update it monthly

Think about this – if someone wants something, where do they go? Usually they Google it. The more content you can produce around your wine brand, the higher you will rank when a user types in a question or topic in Google search. For example, if you are a New York winery specializing in Rieslings and weddings, all of your content should be focused on these two topics. It could be Riesling food pairings, Top wine wedding trends in 2017, or the best wedding toasts of 2016 (featuring your wine of course!).

3. Email list sign up

Every website we design and develop has to include one key thing: Email newsletter sign up. Why? Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter? Email marketing should be the cornerstone of your small wine brand. Every person that comes to your website should see a clear path to sign up for your email newsletter.

4. Email newsletter

Now that you have their email address, what is next? Use the monthly blog content and send it out in a monthly newsletter. To make any sale, a customer goes through the steps of “know me, like me, trust me” before they make a purchase. Consistent email is a great way to build trust with your potential customers. Check out this great list of 7 tips to improve your email marketing.

5. Social Media

Use the same blog content on social media and make sure to include photos and video. Posts with photos and video rank higher in social media than plain text posts. One common mistake we see wineries make is that they only try to sell wine or an event on social media. Many experts now say 90% of posts should be value-add and only 10% promotional. Instead inform, inspire, entertain, discuss and engage. Learn 5 secrets to improve your social media here.

6. Facebook ads

If you are going to pick one form of advertising, we recommend Facebook ads. They are very cheap and allow you to target your exact customer demographic. A few of the ways you can target future customers – pick age, location and interests that they like in your ad settings. Plus, with Facebook ads you can test several different ads and see which messaging gets the highest interaction.

7. Use Video

We recently had a retail client that started posting a 1 minute video once a week and guess what? Not only has their Facebook engagement risen to 61%, but their in-store sales have also climbed with every single video. Ah-mazing!

Need help with marketing?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. Contact usto discuss your needs and we’ll provide a free estimate customized specifically for your brand. We love to talk to all different sized wineries, meaderies and spirit brands.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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FREE 7 week branding + wine marketing course: Sell more wine!
05 April, 2017


Tired of placing an ad and not seeing results? Jump start your wine marketing with our free seven week email series and learn how to take your business to the next level!

Simply go hereand enter your email address and we’ll send you 7 weeks of emails with tips on branding, social media, marketing, SEO, pay per click, and much more! You’ll receive the first email complete with tips in your email inbox within a few hours of signing up.

This seven week email series was specially created for boutique winery owners. We know that you create fabulous wine and we want to help you spread the word! We take complex wine marketing concepts and break them down into 7 different emails containing steps you can take right away to grow your winery.

For example, are you confused by social media? We explain step-by-step which social networks are most important and how you can turn website traffic into visitors to your winery. Click here to sign up today!

 

Topics Covered:

  1. How to brand your winery
  2. How to increase your winery customers with 10 steps
  3. How to use Social Media to reach your audience
  4. How to decide which Online Ads are right for your winery
  5. How to increase traffic to your Website step-by-step and get more sales
  6. How to use Email Marketing to grow your winery
  7. How to make your wine label stand out

Our past participants say:

“This 7 week course is an excellent idea to warm up and make you think about the next steps to be taken. Marketing never stops! Thanks!” – Leonardo from Spain

“The series was insightful and helped us greatly in the middle of a rebrand.” – Anna

“We have a long history with Bauerhaus Design and am amazed at how they not only know design, but also understand how to teach social media and online marketing.” – Bob E.

“I’ve been receiving the Sell More Wine series and the Bauerhaus Design newsletters for nearly one year now and what surprises me the most is the fact that… they are always new! I mean, they are full of great ideas and links to interesting books, I wonder how they can find so often such an amount of useful material. Plus, Rebecca replied immediately to the e-mail I sent her, and I appreciated it very much. Thank you guys for being so nice, keep on doing like this :)” – Mike T.

 

Are you ready to get started?

Get more winery customers with ourFREE 7 week Wine Marketing email series.


Why Millennials love wine packaging that is not in a bottle
22 March, 2017

We know cans are all the buzz, but what are Millennials top reasons for alternative packaging? Plus, the social media channel that can best target Millennials.

If you follow me on Twitter, than you know I have been in a bit of Millennial tweeting frenzy this month. Why? Millennials are the next big wine consumer and more and more wine brands are taking steps to target this demographic. The better you understand your consumer, the easier it is to create & target a brand to appeal to Millennials.

One tweet, I referred to the Australian Vinomofo and how it got its mojo – a wine club targeted at Millennials and “not about bowties and bullshit.” While that quote is not about canned wine, it does succinctly sum up Millennial attitude toward wine in general. Millennials are not buying wine for the same reasons as Baby Boomers. This video by Union Wine Company shows the difference between Millennials vs. wine snobs:

 

See all 8 hilarious videos on Underwood canned wines here.

Why alternative packaging?

Nielsen reports that “Wines in boxes and cartons of all sizes represent more than 8% of table wine store sales dollars today, and just under 20% of table wine volume.” In 2016 boxed wine is up 16.2%, Tetra packs are up 21.7%, and canned wine grew by 125%.

Why are Millennials fueling this growth? Let's look at the Texas Wine Marketing Institute research study on Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packaging. They heard the below top reasons on why certain packages were chosen:

  • Attractive and Aesthetics: Packaging design is playing a huge role with Millennials
  • Functionality: Convenient. Practical. Useful. You can go to a park or sporting event and still drink wine.
  • Value: Like the single servings and the price.

Why Millennials like cans

While the buzz this year on wine in cans is powerful, it is still only less than1% of the wine retail market. But according to Nielsen it has had a huge growth this past year with total sales of $14.5 million, up from $6.4 million in the prior year.

I’ve talked to several Baby Boomer winery owners and they just don’t get why you would ever put a wine in a can. This is why it is critical to find out WHY Millennials like cans. Here are some of the comments Millennials made in the above Texas Wine Marketing research study:

  • I like cans because I can put a straw in it and not smudge my lipstick.
  • I like the can because I could walk down the street, drinking wine and nobody would question me.
  • I would buy it for regular single serving consumption at home. Wellness is a huge priority to Millennials.
  • I would take it to a gathering with friends, like the beach, camping, and outdoor events
  • Wine in a can looks fun, I’ll try it. Millennials are known for being open to trying new things.

What type of social media reaches Millennials?

We often tell our clients we should pick which social media channels they should be on by looking at who makes up each channel. Instagram skews younger:

  • 59% of 18–29 year olds use Instagram.
  • 33% of 30–49 year olds use Instagram.

A good example of the right way to use Intagram. The below Underwood photo plays up the concept that Millennials care about: you can bring a can to a beautiful beach. Plus, by using their hashtag #pinkiesdown they link into the Union Wine Company hashtag.

 

 

Want more Millennial research?

Read the Top 9 tips for marketing to Millennialsand how the wine brand Uproot targets Millennials here. Plus, follow owner, Rebecca Ritz, on Twitter.

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Bauerhaus Design joins Women of the Vine & Spirits
08 March, 2017

 

In honor of Women’s International Day and Women’s History month, we are excited to announce Bauerhaus Design is now a member of Women of the Vine & Spirits, an organization dedicated to the support and advancement of women in the alcohol beverage industry.

Women make 70-80% of all household purchasing decisions, yet only 11.5% of creative directors in the U.S. are female. Bauerhaus Design, a woman owned full service agency focusing on wine, spirits and foods, wants to help change that.

Bauerhaus creates unforgettable brands across all media – branding, packaging, wine marketing plus website design and development – and focuses on industries that target women.  In fact, many of our contacts at each company we work with are women.

Who is Women of the Vine & Spirits?

Women of the Vine & Spirits is the world’s leading membership organization dedicated to the support and advancement of women in the alcohol beverage industry, fostering gender diversity and talent development across the industry at large. Guided by an advisory board of top executives in the alcohol beverage industry, Women of the Vine & Spirits offers extensive education, advocacy, training, mentorship, networking and steadfast support for women at every position in the field, particularly through the annual Women of the Vine & Spirits Global Symposium, March 13-15, 2017 in Napa, California. For more information, please visit womenofthevine.com

“Women are an increasingly important force in driving trends and alcohol sales,” said Founder & President, Women of the Vine & Spirits, Deborah Brenner. Adding, “Therefore, it makes perfect sense that the industry has so much to gain from more diversity.  Having more women in leadership roles drives innovation and creativity which directly impacts the bottom line. Women of the Vine & Spirits is committed to the advancement of women and ensuring the next generation is being mentored to take leadership roles. We have started a movement – a revolution – and together, we can change the face of the alcohol beverage industry.”

How does Bauerhaus help the wine & spirits industry?

We believe education equals growth of our clients and an industry. This is why owner Rebecca Ritz speaks around the country on wine marketing, branding and content marketing.

Plus, we share our wine marketing knowledge with a free email series, Sell More Wine and have written articles on women in the wine industry like 7 tips to reach Generation X “Wine Mom’s”, and explored how to Market Wine to Moms on Social Media.

Want to join the conversation today?

I woke up to this great quote on Facebook today.

Let’s celebrate the amazing contributions women make to our world and our future. “Do not wait for someone else to come and speak for you. It’s you who can change the world.” – Malala Yousafzai
Facebook has insights, stories and data on International Women’s Day stories here. Use the #SheMeansBusiness and #InternationalWomensDay to join the Facebook story today.

Are you a member of Women of the Vine? Feel free to reach out to becca@bauerhaus.com and let’s connect.

 About Bauerhaus Design, Inc.

Rebecca is passionate about the wine & spirits industry, and making it easier for businesses to achieve their goals. In 2010, she blended two of her loves – design and wine – and began to focus on helping wineries tell their brand story. Rebecca specializes in integrating this brand story and strategy into print, packaging, website design and wine marketing so they can stand out from the competition. Her motto is: “Will design for wine.”

Rebecca is pleased to teach wineries the marketing strategies and tools they can use to get more customers and increase their sales. Based in Fairview Heights, Illinois she travels coast-to-coast to share her 19 years of design and branding expertise via workshops on marketing, website strategy, wine label design, and social media. Rebecca prides herself on providing tangible takeaways that owners and marketing managers can apply to their specific winery. When not speaking, she partners with wineries and vineyards around the country to create unforgettable brands.

 

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Study on Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packaging
22 February, 2017

 

Texas Wine Marketing Institute presented their research study at the #TWGGA17 conference. As a packaging designer, I love reading this type of research and love passing it along to winery owners.

This past weekend I was a speaker on Content Marketing at the Annual Texas Wine and Grape Growers Association conference and had the pleasure of sitting in on a talk by the Texas Wine Marketing institute: Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packagingby Nicholas E Johnston, PhD and Natalia Velikova, PhD.

Overview of Research

They presented Millennials ages 21-39 four different types of alternative packaging shown below and asked their impressions on each one:

 

What influences Millennial wine purchases?

Texas Wine Institute found the below factors influence Millennial wine purchasing. Price, brand and variety are the most important factors, similar to other wine consumer demographics. Right behind those three are label design, entire package design and information on the back of the label. Lastly, country of origin and location on the shelf.

 

Why buy alternative wine packaging?

Why would a Millennial buy wine in something other than a traditional wine bottle? There were many reasons, but the two situations that had the highest percent of Yes responses, were for regular consumption at home and gathering with friends (Millennials don’t want to crack open their expensive wine with guests :)

 

Perceived Perception

We at Bauerhaus Design also talk a lot about perceived value on this website and in our own presentations. Some winery owners don’t realize the importance until you show two wine labels side by side and then ask them which is more expensive.

In this research study they rated 4 different perceptions: Attractiveness and Aesthetics, Functionality, Value, and Quality of Product. Which packaging alternative ended up with the best perceived perception? Cans win overall:

 

Want more information about the study?

See the full report on the Texas Wine Marketing Institute website here. They dive into much more detail than I go into here. You can contact the presenters directly with this information:

 

Does the research translate to sales?

Interestingly, this week the Wine Industry Advisor just published: Sales of Wine in Cans Jump Over 125% As Wine Consumers ‘Open Up to Cans.’ Bota Box, a leader in boxed wine, sold over 4 million cases in sales in 2016 and their Nighthawk Black Red Blend scored the #1 Red Wine in Wine Enthusiast’s Top 100 Best Buys of 2016. What does this tell us? It tells us that the market for alternative packaging is growing. Have an idea for a boxed wine, pouch, can or mini-bottles? We would love to hear more about your project. Contact us  and let’s set up a time to talk.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Learn the #1 secret to social media at the #TWGGA17 conference
08 February, 2017

Posting events and specials and not getting many likes or engagements on social media? Wine & spirit brands often ask me how they can make social media useful for their business. This is what I share . . .

The biggest eye opener for my clients is the 80/20 rule in social media marketing. Out of every 10 posts or tweets, 8 of them should provide value, and only 2 of them should be sales or advertising related.

 

How do you provide value?

Provide your customers content that does the following:

  • Inform
  • Inspire
  • Entertain
  • Engage

Want more details?

I was interviewed for The Grapevine Magazine to talk about social media and marketing in the winery. In this article, I detail the anatomy of a successful social media post, recommended a few clients as examples and also provide 5 other tips to help your brand rock on social media!

Want examples? Join me at the #TWGGA17 conference

I’m presenting Content Marketing for Wineries: Create, Share and Engage with Your Customersat the Texas Wine & Grape Growers Association’s 2017 Annual Conference & Trade Show. My session is scheduled for Thursday, February 16 at 2:15 pm. You also can stop by our Bauerhaus Design booth #205. I’d love to meet you in person!

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Why your response rate on social media is important
25 January, 2017

Imagine this scene: You are a dinner party and the person next to you asks you a question. You don't respond, but just keeping eating. They ask the question again thinking you maybe just didn't hear it. They are again met with silence. They ask again and are met with silence. How do you think that person feels? Incredibly frustrated and I bet every time they think of you in the future they are going to think of you negatively.

Now, think of this: U.S. Millennials prefer to use social media to ask questions, while older demographics prefer email. If someone asks your business a question on Facebook, Twitter or Instagram and are met with silence, how do you think they will view your brand? Not so good.

Why is a fast response so important?

Every potential customer that comments is looking for affirmation from your brand. Plus, you can build those positive responses into growing your brand online. Reviews and positive comments can potentially be seen by their friends, which is a great way to get your customers to do your advertising for you.

Let's take a look at how we handle our client Shirataki saké's response rate --->


Did you know we create custom winery websites?
11 January, 2017

As a full service agency we not only do branding and design, but also create custom designed and developed websites.

Sometimes clients hire me for my branding and packaging design skills and forget that Bauerhaus also creates websites. For example, a recent phone conversation went like this:

Me: Do you have a website created or domain registered for the new barbecue sauce that I just created packaging for?

Client: No, not yet.

Me: Ok, just remember if you want an estimate I do websites, too.

Client: You do? Totally forgot you do websites, too. Can you send me an estimate?

Why did this happen?

Often designers get categorized as “packaging designer” or “logo designer” or “print designer” but not usually also having the title of “web designer”. Or if a designer does design for the web, they don’t know the first thing about the coding, sitemaps or getting people to a website.

Why is that?

It is true designers are typically classified as right brain dominant while website development is done by left brain dominant individuals who prefer analytical thought, logic and reasoning. Back when I did everything myself I did coding on certain days and design on other days. Since going on my own 2008, my business has grown so that I now have a team of web developers that execute all of my designs and visions of how it should work into beautiful responsive code.

How can I do both?

The truth is I think of myself as a designer and problem solver. Websites are just one more problem that I love to solve. And problems solved with organization, logic and creativity are my specialty.

This is probably also why I strongly react negatively when I hear other designers say they can’t hit deadlines because they have to wait for the solution to magically come to them. As a designer that is also analytical, I know that deadlines are hugely important and have an entire process I walk each client through.

The analytical part of me loves all of the research into similar brands and the thinking through the paths you want website users to walk through. The designer part of me takes over after I have all the information and I translate the vision in my head to paper or computer. This can involve illustration, layout, color, type selection, graphics, and photo selection.

How long have I created brands and websites?

The interesting thing about my career, is that I have always done both. My first job out of college in 1998 I worked for a company that created brands and websites. I designed website pages in Photoshop and worked with a website developer to translate it online. After that job I made sure every new company I worked with knew that I also did website design and email design, plus I took coding classes on my own. I saw websites as the future of design and I wanted to be on the leading edge of it.

Why are websites so important?

Wine and spirit brands often place a huge importance on packaging, but not as much on creating a responsive website with a clear call to action. When I give presentations I often talk about how you should think of your website as the center of a spiderweb. Your website should be the center of your brand and everything should point to it – social media, emails, packaging, content marketing, advertising, etc. And if your website is the most important piece of your brand, then yes, I definitely want to be a part of designing and developing it.

What types of websites do we create?

Many of our clients ask us to build their websites with WordPress. This allows us to easily create custom code and after they watch a training video that we provide, the client can easily make their website blog posts, text and photo changes. Three recent examples that have gone live include LeonardWineco.com, PomonaWinery.com and LeekandCompany.com.

We also build custom designed and developed websites in other platforms, like Prestashop, for clients like MotherRunnerStore.com. We build each website around your goals, whether it is sell more online with a custom eCommerce store, promote your daily events, or the ability to run hundreds of different reports to analyze the success of each product.

Our clients say things like “I really loved the video tutorial you provided” and “Becca is the consummate professional and a delight to work with! My business partner and I are not “fluent” in the tech world, by any means, and Becca always spoke to us in easy-to-understand, respectful terms and tones. She brought savvy consideration to design options as well as functionality, keeping our brand’s tone and client base top of mind.”

Every design and every website is a puzzle that is waiting to be solved. Ready for me to solve your puzzle? Contact us today to set up a phone call to discuss your needs.

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What kind of marketing can your small wine brand do for cheap?
28 December, 2016

Read our best seven low-cost marketing tips for growth in 2017.

I was talking to a client of mine that just launched a new wine brand. He talked about how he felt like marketing he has tried just doesn’t work. However he doesn’t have a monthly marketing budget to outsource marketing to an agency like Bauerhaus. He already took our free Sell More Wine email series, so what can he do himself that will make a difference? He doesn’t have a tasting room, but instead is relying on restaurant sales, online wine sales and wine club memberships to sell 400 cases of wine in 2017.

1. Create a strong brand

Having an unforgettable brand – logo, packaging, story, messaging, photos, type, etc – is always the first step before you start any marketing campaign. Each piece of your marketing should be communicating the same brand elements over and over. Marketing still takes at least 7 touch points before most sales, so having a consistent message is essential.

2. Create a blog and update it monthly

Think about this – if someone wants something, where do they go? Usually they Google it. The more content you can produce around your wine brand, the higher you will rank when a user types in a question or topic in Google search. For example, if you are a New York winery specializing in Rieslings and weddings, all of your content should be focused on these two topics. It could be Riesling food pairings, Top wine wedding trends in 2017, or the best wedding toasts of 2016 (featuring your wine of course!).

3. Email list sign up

Every website we design and develop has to include one key thing: Email newsletter sign up. Why? Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter? Email marketing should be the cornerstone of your small wine brand. Every person that comes to your website should see a clear path to sign up for your email newsletter.

4. Email newsletter

Now that you have their email address, what is next? Use the monthly blog content and send it out in a monthly newsletter. To make any sale, a customer goes through the steps of "know me, like me, trust me" before they make a purchase. Consistent email is a great way to build trust with your potential customers. Check out this great list of 7 tips to improve your email marketing.

5. Social Media

Use the same blog content on social media and make sure to include photos and video. Posts with photos and video rank higher in social media than plain text posts. One common mistake we see wineries make is that they only try to sell wine or an event on social media. Many experts now say 90% of posts should be value-add and only 10% promotional. Instead inform, inspire, entertain, discuss and engage. Learn 5 secrets to improve your social media here.

6. Facebook ads

If you are going to pick one form of advertising, we recommend Facebook ads. They are very cheap and allow you to target your exact customer demographic. A few of the ways you can target future customers – you can pick age, location and interests that they like in your ad settings. Plus, with Facebook ads you can test several different ads and see which messaging gets the highest interaction.

7. Collaborate

If you know your target consumers demographics, you can collaborate with another company that has your same audience. You can run a contest with a free luxury getaway that includes a tour at your winery, or plan a joint event together. This way you will both benefit from combining your two email lists, social media contacts, etc.

Need help with marketing?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. We provide monthly social media packages, plus flat fee strategic consultations. Contact usto discuss your needs and we’ll provide a free estimate customized specifically for your brand.


How can I be #1 on Google? Here’s what you need to know…
13 December, 2016

 

People often ask me how their business can be number one on Google. But the truth is, you need people who love you first in order to show up on the first page of search results.

When I answer this question for my clients I usually start with – does your website show and tell how your brand is unique?

The first step towards this goal should always be to drill down to your brand position and then build your website content – messaging, images and SEO (search engine optimization) – around it.

Website technology is moving so fast that many experts (this one included) suggest updating your site every 3-5 years. It is a big ticket item, but if you don’t do it, you risk getting penalized by Google’s search engine for not being mobile friendly (among other things!).

Two clients that recently decided to take action are Grafton Winery and Another Mother Runner. Check out how we upgraded both of these sites to improve mobile responsiveness, and allow more room for eye-catching photos.

When is the last time you updated YOUR website?

If you don’t want to worry about keeping your site up to date or protecting it from hackers, we provide several different levels of monthly website maintenance support. This service includes essential WordPress updates and daily offsite backups, plus flex hours to add new content to your website.

Need help creating an unforgettable website?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Part 3: Branding Case study: How Xo,G targets Mom wine drinkers
30 November, 2016

 Xo,G isn’t shy about targeting a specific target market: Moms. How do they do it? What type of social media promotions do they do? What type of content on their website? Let’s dive in –>  Guiliana Ranic created a wine brand called Xo,G that makes it easy for moms and other women to have just one glass of wine.

6 part series

This post is part of a series on how six different wine brands target six different wine consumers. Read the previous two posts here:

 

Intro: How 6 different brands target 6 different wine consumers

 

Part 1: How Mark West targets everyday loyal wine consumers

 

Part 2: How Uproot Targets Millennials

 

Who is Xo,G wines?

Xo,G wines was created by celebrity and avid wine lover, Giuliana Rancic. Xo,G focuses on mom’s that having that glass of wine after the kids go to bed to help them relax. To reclaim their sense of self, separate from their mom identify. To relish a moment of invaluable “me time” that doesn’t involve arranging for child care and paying for an evening out.

 

 

XoG Wine Strategy

  • Wine consumer: Price Driven
  • Target Market: Mom’s
  • Differentiation: packaging & target market
  • Cost: $9.97
  • Sold at Walmart nationwide and online

Wine Consumer

If we are looking at the 6 types of wine consumers, I would pick this one for Xo,G wines because of the price point and that they are mainly sold in large stores like Walmart:

  • Price Driven
    • I believe you can buy good wine without spending a lot
    • Price is top consideration
    • Shop in a variety of stores to find the best deals
    • Use coupons & know what’s on sale ahead of time
    • Typically buy a glass of the house wine when dining out, due to the value

Logo Design

The Xo,G logo is made up of a font that looks like Giuliana’s signature and Xo,G literally looks like every glass of wine is signed with hugs and kisses by her. A casual script font also shows to the Mom target market that this is not a “stuffy” wine brand that you need help decoding.

 

 

Packaging Design

According to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

Xo,G wines takes advantage of this fact by first having a very innovative type of wine packaging with 4 individually wrapped stacked wine glasses. As an added bonus, the package was cleverly designed to appear gift-wrapped, which makes this wine brand the perfect gift for her girlfriends!

 

 

 

Website

Since this wine brand does not have a physical winery location, their website is hugely important in communicating their brand story. Their website does a really good job of breaking down how they are different and who they are targeting with a page called “A New way to wine.” This is a great example of how any winery can list their differentiation on their website. What do you want to be known for? Create a page like this:

 

On this page they show the “One glass at a time” graphic:

 

Plus a note about their premium wines, how you can take it with you since it is not glass, and the below “Waste not, want not” graphic – where they focus on not wasting a full bottle if you just want one glass:

 

 

 

 

 

Since Xo,G wines is a national brand, they also have on their website an easy store locator to find their wines:

 

 

Social Media

So how does Xo,G wines leverage social media to build strong relationships with “wine moms?” Xo, G wines does a great job with Instagram. Their content is relevant to their target audience and holidays, like this one:

 

 

 

They stay on brand by showing images of one glass at a time, while relaxing with a book:

 

And they show images of upcycling like this one. Recycling is a key issue for younger Millennial wine consumers.

 

 

 

We always recommend that our clients create posts that inform, inspire, or entertain. For example, this post pairs their wine with flowers, wine napkins and the quote “I save my carbs for wine. It’s called priorities.”

How can your wine brand be unforgettable?

My first piece of advice to any wine brand is to be clear who you are targeting and have a strategy in place. Xo,G wines is not afraid to focus on their target wine consumer and you shouldn’t be either. By focusing on one wine consumer, it will become clear which type of design to use on your packaging, how to design your website and what type of social media you should be using. The key is having a focused target market and goals.

Need help creating an unforgettable wine brand?

First of all, we are wine moms so we completely understand this target market. As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more wine. Contact usto discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Does your winery website show off your brand personality?
16 November, 2016

You have 3-5 seconds to grab your customer and tell your brand story online. What does your wine brand say about your company?

Working with winery clients on their websites I often have clients start by asking to “put a photo of my vineyard on the home page.” This leads to a discussion of yes, vineyard photos are beautiful – but does that photo show how you are different from other wineries you are competing against?

In order to be an unforgettable brand, I guide wineries through this thought process: Only (your winery) delivers (unique differentiating benefit) to (target audience). How are you unique? Is it your stunning location? Is it your award winning Pinot Noir? Is it your charismatic winemaker?

For example, Pomona Winery, a non-grape winery in Southern Illinois, came to us to re-do their outdated website. We worked with Pomona on their website design, photo selection, website development and website eCommerce. Their winery is unique because they are first and foremost producing non-grape wine. Secondly, their tasting room does not advertise, serve food, have live events or host weddings. They are a part of the Shawnee Hills Wine trail and are located on a beautiful tree lined road in the Shawnee Hills National Forest. When visiting you can see their love of nature at every turn.

How did we communicate this brand’s personality? To show immediately that they are not a typical winery, we lead with an image of strawberries.

 

Right below the image slider, we included text on how Pomona Winery is different from other wineries:

 

To show how their winery is immersed in nature on the Shawnee Hills wine trail and to let potential customers know what tasting room building to look for, we used the below images:

 

Part of branding a luxury company, like a winery, you do need to lead with photographs to create the ambiance of your brand. But equally important is to provide information that the customer is looking for. This is why we included in the header and footer their hours and location. This way, no matter the page of your website a customer lands on, they will have access to it.

 

One other important step for this winery, was adding eCommerce to their website. We created a custom shopping cart and promoted it on their website home page. I see many wineries that sell online, but don’t mention it on the home page. If you want online sales, don’t be afraid to promote “Shop our wines.”

 

Does your website show off it’s brand online?

Bauerhaus Design provides full branding services including identity design, packaging and support collateral for small to mid-sized wineries. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management! For a free estimate customized for your needs, please contact us.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


How a small winery used a contest to pick their new wine label
02 November, 2016

We know every customer has an opinion, here is how one winery involved their customers.

Earlier this year we worked with Susina Plantation Winery on their brand strategy, logo design and wine label design. Susina Plantation Winery is a micro winery in Thomasville, Georgia, near Tallahassee, Florida. In 2002 the owner Randy Rhea planted a 3 acre vineyard with multiple varieties of Muscadine grapes and currently sells around 150 cases per year. His goal with this re-design was to bump up his $10 bottles to at least 300 cases per year. He does not have a tasting room, but instead relies on local liquor and wine store sales and also sells it by the glass at a few local restaurants.

When I presented owner Randy Rhea with three label options, he couldn’t decide. So, he printed them out, applied them to a bottle and asked the customers in 3 local liquor stores to vote.

They showed the original label design:

 

Plus, the client showed the three new label designs for people to vote on:

 

Notice how the designs all have a similar design? Originally I presented 3 different designs, but since the client was going to have people vote on the final designs we needed to make sure:

  • The client loved all three designs. Design tip for contests: Never show designs you don’t love for people when asking customers to vote.
  • All three designs included the brand strategy that we developed:
    • There are three basic wine business strategies that have been most successful with wine brands. For Susina Plantation Winery we suggest focusing on the place and showing off the Susina Plantation Big House.
    • Highlight it is a sweet wine, with a stamp that looks historical or a color call out.
    • Include text on the front or back that emphasizes their love of Georgia history, which is why the current owners purchased and renovated the Susina Plantation Winery to its former 1841 glory.
    • Proud to grow and produce sweet Southern Georgia Muscadine wine.

We followed this strategy by creating a one color illustration of their plantation home, using copy that says “grown and produced in Georgia” and using bright colors to show the sweet Muscadine flavor profile. Each of the 5 wines will be a different color palette.

Next they set up contest details in 3 local stores, plus posted information on Facebook and their email newsletter:

 

 

They then announced their final label design and winner with a live Facebook video. Great idea since we know that video can produce 70% more conversions than other media.

 

Final piece social media post was showing the winner of their contest and the winning wine label:

 

Do you want to grow your wine sales?

Packaging design is a very important part of a wine brand’s sales. Why?

According to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

An even stronger reason?

Scientific research tells us that 90 percent of the information transmitted to the brain is visual and that human beings process images 60,000 times faster than text.

This means that our brain is making unconscious decisions about wine labels all the time. How strong is your wine label design? Is it unforgettable? Bauerhaus Design provides full branding services including identity design, packaging and support collateral for small to mid-sized wineries. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management! For a free estimate customized for your needs, please contact us.

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Marketing your Wine Brand to Generation X
19 October, 2016

Is your winery missing out on “the largest growth opportunity for most wineries?” According to American Express, Gen Xers have more spending power than any other generation!

It seems like every industry wants to reach Millennials, and with good reason. Pew Research reports there are 83 million Millennials in the U.S. and this audience has recently surpassed Baby Boomers in size.

Yet a potential market of 65 million Gen Xers who are more established in their careers, have higher household incomes, and money to spend is definitely worth your notice.

Plus, as a Gen Xer, and with many friends that are Gen Xers who all drink wine, this got me thinking why is no one talking about Generation X? For example, here is a recent photo of a summer BBQ with a group of friends:

 


Consider this informative excerpt from a recent Wine Opinions report – American Wine Generations:

“According to the Bureau of Labor Statistics, the average household spending by generation in 2014 was $43,942 for Millennial households, and $58,202 for Baby Boomer households. But for Generation X, average household spending was $63,137. And the same report showed that average household spending on entertainment was highest among Generation X households.

Moreover, Gen X consumers are willing to spend on higher priced wines. A recent report from an online wine seller shows that the average bottle price of wines sold to Generation X customers was higher than that paid by either Millennials or Baby Boomers.

Recent Wine Opinions consumer surveys also point to the importance of Generation X wine drinkers. Among all high frequency wine drinkers surveyed, Generation X wine drinkers have, on average, made more winery visits than Millennials in the past year. And though conversion in tasting rooms to winery club membership is still highest among Baby Boomers, some 35% of Generation X winery visitors in the past year joined a wine club, compared to 24% of Millennials who did so.

Wine marketers – especially those selling wines over $20 – would be well advised to pay attention to consumers between the ages of 40 – 51. They are spending more than any other generation, they spend nearly as much on wine as Baby Boomers, and they are outspending Millennials.”

Still not convinced? The 2016 SVB Wine Report concluded that Gen X is “the second largest consumer of fine wine in the U.S. today and are the largest growth opportunity for most wineries.” Just take a look at the forecast from SVB for wine purchases by generation below.

 

Born between 1965 and 1980, Gen Xers are expected to replace Baby Boomers as the dominant fine wine consumer around 2021. As a target audience, this generation is often overlooked so your winery could really stand out if you start connecting with them now.

Members of Generation X are known for being savvy, skeptical, and influential. So where do these wine drinkers fall into the updated 6 Different Wine Consumer categories (Overwhelmed, Image Seekers, Enthusiasts, Everyday Loyals, Price Driven, or Engaged Newcomers) provided by Constellation Brands?

Gen Xers are currently 36 – 51 years old. We already know they don’t mind spending more on the wine they drink so Price Driven is out. Image Seekers and Engaged Newcomers are two categories comprised primarily of Millennials. Therefore, the majority of Gen Xers will fall into the Everyday Loyals and Enthusiast groups with perhaps a small percentage in the Overwhelmed category.

For example, my marketing expert, Michelle, is a fellow Gen Xer who most identifies with Everyday Loyals. She has a favorite brand of wine and sticks with it, though occasionally she likes to try something new. She views wine as a treat and occasionally has a glass to relax after she puts her son to bed. Michelle said she was definitely Overwhelmed when she first started drinking wine. She didn’t know much about it, and there were always so many choices. She’s since evolved.

Now that we know more about what kind of wine drinkers Gen Xers are, how can you reach them?

  • According to Forrester Research, traditional media is still important to Gen X (48% listen to the radio, 62% still read newspapers and 85% have favorite TV shows).
  • Yet Gen X also is very savvy when it comes to digital media; 60% of Xers use a smartphone each day, and 75% are regularly on social networks per a survey by Millward Brown Digital. Additionally, Xers check their email often, and love watching videos.

Knowing who you are going to target also greatly helps companies like us, Bauerhaus Design, create packaging that appeals to Gen Xers.

Each demographic influences the type of font, images and overall design we use to create for your wine brand.

In conclusion, your winery should take an omni-channel approach in order to connect with Gen X wine drinkers. This means that consumers should be able to engage with you in your tasting room, on your website or mobile app, in their inbox, and on social media sites that matter to them. The experience should be seamless regardless of channel or device used, and your branding must be cohesive across the board.

Want to create a wine brand that targets Gen X wine drinkers?

We provide full branding services including identity design, packaging and support collateral. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management!For a free estimate customized for your needs, please contact us.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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7 Tips to Reach Generation X “Wine Moms”
05 October, 2016

Is your winery overlooking an influential and profitable audience?

Previously we explored Marketing Wine to Generation X and Marketing Wine to Moms on Social Media. In case you missed it, Gen X is “the second largest consumer of fine wine in the U.S. today and is the largest growth opportunity for most wineries.” (Source: 2016 SVB Wine Report)

Given their higher incomes and stage of life, it’s not surprising that popular purchases for Gen Xers include fine wines. It’s also worth noting that Xers boast the highest rate of consumer brand loyalty at 70%. (Source: eMarketer)

And “wine moms” are a real thing. *raises hand* There’s a large and influential online community that has bonded over sharing the highs and lows of parenting. Some moms joke that wine is a requirement to survive those demanding early parenting years. (They’re not really joking.)

 

Here are 7 tips to help you connect with Gen X moms and motivate them to buy your wine:

  1. Moms tend to stick with brands they like so make sure you have an unforgettable wine brand. These women are more likely to be loyal consumers, become brand ambassadors, and tell all their friends!
  1. Moms listen to other moms. They are vocal about their opinions and seek out the opinions of others. Check out your online reviews, see what customers are saying about your winery, and respond to them. Share positive reviews on your social media sites, in your newsletters, and on your website. Make sure your winery’s correct address, phone number, and website are listed in popular online business directories so they can find you.
  1. Moms are social. 81% of moms use Facebook, 40% use Pinterest, 30% use Instagram, and 19% use Twitter. 60% of moms check Facebook multiple times each day. (Source: Pew Research Center)Invest in your winery’s social media presence, which means posting consistently, responding promptly to messages and comments, and interacting with your fans/followers. Also, ensure that your content adds value and isn’t overly promotional. It’s better to do one channel well than three poorly!

  1. Moms are mobile. They’re always on the go and spend an average of 2.3 hours per day on mobile devices. (Source: MediaPost)Make sure your website is responsive and easy to use from a smart phone or tablet. Information about your winery should be readily available on your site; make it easy for moms researching their winery options to make a decision.
  1. Moms shop online. In fact, they make 90% of their purchases online so your website has to be functional and easy to use. (Source: MediaPost)A very visual audience, you can capture their attention with videos. Think about your customers and how you can answer a question, solve a problem, or entertain them. Plus, make sure they can order your wine online.
  2. Moms read their email. They’re busy trying to balance their lives. They like to save time and money, and they appreciate coupons. Personalize your email newsletter with a special promotion just for mom. Invite her and some friends to the winery to relax!
  1. Moms like to be appreciated. Develop a rewards or referral program with benefits they care about and they’ll buy your wine again and again!

Want to create a wine brand that targets Moms?

We provide full branding services including identity design, packaging and support collateral. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management!For a free estimate customized for your needs, please contact us.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Part 2: How Uproot wines targets Millennials
21 September, 2016

Uproot Wines isn’t shy about targeting a specific target market: Millennials. How do they do it? What type of packaging? What type of website? Let’s dive in –>

Ever since I saw this interview in 2013 about the launch of Uproot wines, I have kept an eye on how they are doing their marketing. They were one of the first wine brands to talk to the media about targeting Millennials.

6 part series

This post is part of a series on how six different wine consumers target six different brands. Read the previous two posts here:

Intro: How 6 different brands target 6 different wine consumers

Part 1: How Mark West targets everyday loyal wine consumers

Who is Uproot Wines?

From their website:

We're more than wine makers. Uproot is a winery that reimagines winemaking to create something fresh, modern, and full of energy. We're change makers, experience makers. And, yes, some might even say trouble makers.

Let’s hear it straight from the Millennial owners:



From this video, we know they are tech savvy, which appeals to Millennials. Plus, they are very consistent with their brand label, brand story and messaging. Favorite quote from the video: "Wine drinking is all about people you are with, the food you have, and the experience.”

Wine Consumer

If we are looking at the 6 types of wine consumers, I would pick 2 for Uproot wines:

  • Engaged Newcomers
    • Don’t know much about wine, just like to drink it
    • Young = Millennials
    • Wine is part of socializing
    • Interested in learning more about wine
  • Overwhelmed
    • By number of choices
    • Like to drink wine, but don’t know what to buy
    • May select by wine label design
    • Want easy to understand info in retail
    • Open to advice, but frustrated if no one is in the wine section to help
    • If confused, won’t buy anything

Uproot Strategy

  • Differentiation: Wine makers. Change makers. Trouble Makers.
  • Messaging they use: “Uprooting the wine industry”
  • Sold online + stores + events
  • Cost: $28-$78, with three of their 6 wines in the $40 range

Logo Design

When I did a presentation on this same 6 part series at the Texas Wine and Grape Growers Association, one of the things I focused on was the font choice of each brand’s main logo. The Uproot logo is composed of a very casual and non-traditional font (especially for the serif loving wine industry) and goes along with their core message of “Uprooting the Wine Industry.”

Packaging Design

Texas Wine Marketing Research Institute and Rawls College of Business at Texas Tech University published a 15 year study that found:

“Unmistakable trend: the better the recognition rating a wine brand received, the more likely it was to survive. No such link existed between quality evaluations and a brand’s success.”

We also know that according to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

Knowing those two pieces of information, let’s review the very un-traditional Uproot packaging design. Their label is based on a series of color blocks that represent tasting notes, with the size of the block telling you how dominant that note is. Very different from a traditional wine label, like we just saw with Mark West, in Part 1. Gone is the clear hierarchy of information, serif fonts, chateau’s and in comes a bold statement: we are NOT trying to appeal to Baby Boomers. Many wine brands say they want to appeal to Millennials, but most are not as brave as Uproot in their label design.

 

Website Strategy

Since this wine brand does not have a physical winery location, their website becomes hugely important. Many Baby Boomer brands focus on the vineyard view when you open their website and talk about the experience. Uproot instead leads with wine and they aren’t shy about repeating the “shop now” message.

Below is their home page, where they lead with their logo, photo of their wine and a “shop now” button. Overall this website design shows the latest trends, with large photos, a clean layout and the navigation bar starting at the bottom and as you scroll it moves to the top of the page. Having a website that shows the latest design trends show that you are cutting edge and will appeal to the Millennials market.

 

Scrolling down the home page past the “shop now,” they again give you a chance to purchase wine:

 

Keep scrolling and then we come two boxes, that are specifically for the wine consumer that is not yet ready to purchase. The box on the right is for the wine consumer that needs a little extra push to make a sale. $15 off? Great, I’m signing up. Even if the wine consumer does not buy today, this is a great way to get the email address for further email marketing.

The box on the left, “Find your Uproot & take our flavor quiz” is perfect for capturing the Overwhelmed wine drinkers that aren’t sure what type of wine a “Grenache” or a “Grenache Blanc” taste like.

 

Once you click on the flavor quiz, it takes you through a very short 3 question quiz that looks like this:

 

Once completed, it shows your wine result and again a chance to purchase their wine. Notice a trend here? This wine brand puts selling their wine first, which many traditional wineries do not do. One other item I notice below, is that shipping is included when you buy 3 bottles or more. In this age of Amazon prime free shipping, this is another great way to appeal to Millennials.

 

How can your wine brand be unforgettable?

Uproot wines is not afraid to focus on their target wine consumer and you shouldn’t be either. By focusing on one wine consumer, it will become clear which type of design to use on your packaging, and even how to design your website for optimal results, whether they be online sales or more in-person tastings. The key is having a focused target market and goals.

Need help creating an unforgettable wine brand?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more wine. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Marketing Wine to Moms on Social Media
07 September, 2016

Many wineries want to reach female wine drinkers, but you may be missing out on connecting with a specific target market: moms!

Moms drink wine. A lot of wine. Especially moms with young kids. Have you seen this hilarious “Chardonnay Go” video that pokes fun at Pokemon Go?

 

Mom Stats

Now let’s think about who are these Mom’s? Many Moms sharing these videos and meme’s are not just Millennials. Many women are waiting until later in life to start families, which means plenty of Gen Xers are “wine moms,” too. (Want to read more about Gen Xer’s? Go here to read Marketing your Wine Brand to Generation X)

Unlike the Millennials who grew up with technology, Gen Xers remember a time before it existed. They were the earliest adopters of email, online research, and social media. (I can still recall the distinct sound of the modem connecting so I could access my AOL email. And it took forever!)

According to a recent America Wine Generations Report, 63% of Gen X wine drinkers have posted about wine on social media.

There is an entire online culture built around wine-drinking moms. They are active across platforms and highly engaged. They have their own Facebook groups,  Instagram profiles, Twitter accounts. And don’t forget all the pins on Pinterest!

 

 

These communities have plenty of followers, and they’re entertaining, informative, and supportive. Moms ask each other for advice, and share their own experiences in the trenches.

The primary joke (reality?) being that wine is necessary to get through those demanding early parenting years.

After the kids go to bed

A common theme among wine moms is having that glass of wine after the kids go to bed to help them relax. To reclaim their sense of self, separate from their mom identify. To relish a moment of invaluable “me time” that doesn’t involve arranging for child care and paying for an evening out. (Side note: I just put my kid to bed and sat down to write this post, glass of wine in hand.)

Example of Mom focused wine marketing

To capitalize on this trend, Guiliana Ranic created a wine brand called Xo,G that makes it easy for moms and other women to have just one glass of wine. Xo,G is consistent with this message in their social media and on their website:

How your winery can target Mom’s

So how can your winery leverage social media to build strong relationships with “wine moms?”

  • Make sure you’re doing social media well. This means your winery is consistently posting or tweeting, responding promptly to messages and comments, and interacting with your fans or followers on a regular basis.
  • Make sure the content you’re sharing is relevant to your target audience. Create a funny video, your own meme or test out packaging targeted towards Mom’s.
  • Everything you share should provide value in some way for your followers. Your posts should inform, inspire, or entertain. For example, this post pairs their wine with flowers, wine napkins and the quote “I save my carbs for wine. It’s called priorities.”

  • Follow the 80/20 rule. Only 2 out of every 10 posts should be promotional in nature, and even then, position the message as how the product or service will benefit them.
  • Host a Moms Night Out event at the winery! Establish a fun hashtag and use it both before and during the event. Set up a Facebook event from your winery’s page, and then include the link in your email newsletter to increase awareness and RSVPs. Have a prize drawing to create buzz and get them talking about your event. Incorporate an Instagram contest where moms can post a picture or video using your hashtag about why they need a moms night out for a chance to win. Reward them for their engagement and they will spread the word!

Need help reaching Moms?
Whether you’re looking for packaging design, advertising or social media support, we will partner with you to provide the branding and marketing services you need! Contact us for a free estimate customized for your winery.

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