Emerging from the wine crisis: new strength with clarity, character and strategy

The wine world is out of joint and many winegrowers are looking at their industry in bewilderment. What can they do to survive in an increasingly difficult market? The reasons for the decline in wine consumption across all sectors and consumer groups have been analysed and discussed in many places, see also 'What does the young generation think about wine', 'Lobby groups call for a ban on alcohol' and 'The wine industry faces major new challenges'. This brings understanding for the situation, but not much improvement. What can winegrowers do?

Among others, Simone Loose, Head of the Institute of Wine and Beverage Research at Hochschule Geisenheim University in Germany, provides the answer. In the podcast 'Dramatic times for winegrowers - Prof. Simone Loose on the future of viticulture' by and with Dr Wolfgang Staudt (in German language), which is well worth listening to, she talks about market consolidation among wineries and pleads for CLEAR POSITIONING in order to set oneself apart from the competition. Differentiation and specialisation are the key words. This is the only way to stand a chance in a difficult market.

She emphasises that it can be crucial for winegrowers to rethink their business model, carry out a swot analysis (strengths and weaknesses) and reposition themselves strategically: to clearly identify their own unique selling points and communicate them in a targeted manner. It is also important to know the target groups precisely and to place their needs at the centre of the marketing strategy.

Supply & demand. In times of changing demand - towards more white wine with a lower alcohol content and a growing interest in sparkling wines - supply must be adjusted accordingly. However, the real bottleneck lies in marketing: a large supply is offset by restrained demand. However, small-structured businesses have an advantage. This lies in the fact that they can specifically occupy niches: indigenous grape varieties, artisan wines, differentiated styles, special designs, ...

Fit for the market. Prerequisites for a successful winery:

the right product that stands out from the competition and is not interchangeable = positioning
emotion in communication that awakens the need for this product
good and regular newsletter marketing (Loose recommends a concise newsletter every fortnight)
economic analysis: costs, revenues, weak points, structure, ...
the highest possible proportion of direct sales (farm-gate sales, online shop, consumer fairs, wine tourism, ...)

WE FOR YOU. When it comes to positioning, emotion and newsletter marketing, we are the right people for you! We will be happy to put you in touch for a business analysis and wine tourism.

In a world where change is the only constant, these elements are your anchor. Good positioning defines what your winery stands for - be it a specific grape variety, a particular method of production or a distinctive style. This clarity helps you and your customers to stay focussed and find your way in the wine world. Good and regular communication is the key.

POSITIONING means

Self-reflection: an intensive look at your own winery in order to recognise your own strengths and special features.
Definition of uniqueness: working out what makes the winery unique - be it a special grape variety, a particular cultivation method or a long family tradition.
Target group analysis: Understanding which customers should be addressed and what their needs are.
Consistent communication: The uniqueness of the winery should be communicated clearly and consistently to the outside world in order to establish a strong brand image and convey your values and a clear brand message.
Continuous adaptation: regular review and adaptation of the positioning in order to be able to react to market changes and new trends.

This allows you to build a long-term relationship with your customers, which you can further strengthen through wine tastings, events or exclusive offers. If you take a sincere look at your own business now, you have the chance not only to survive but also to emerge stronger from the crisis. And we can help you do just that!

The wine market does not need interchangeable labels - it needs character, clarity and entrepreneurial courage.

Give us a call: +43 699 1100 8040 or contact us via E-Mail.

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