Last week’s blog talked about the different categories that wine may fall into both by price and quality. The next few blogs are going to focus on what it takes to produce higher price, higher quality wines. Today we are going to talk about the Premium wines, which encompasses four categories; Popular Premium, Premium, Super Premium and Ultra Premium. These wines range in price from $10-15 for Popular Premium, up to $30-40 for Ultra Premium. However, each of these categories uses the word Premium One of the definitions of the word Premium is “of exceptionally quality,” so if you talk about selling premium wines, your customers are expecting quality products. You job is to give them quality.
Within your winery you may have wines that fall into two or three of the premium price categories, with a lighter white or rosé being less expensive than a more robust, barrel aged red. So differentiation between the wines and the reasons for pricing them as you do is important, as customers may not know why some wines are more expensive or less expensive than others. Be ready to explain those differences.
In this broader category of Premium wines, you may also deal with a variety of customer types. Customers may be looking for very different things. Some may be looking for bargains (a good yet inexpensive wine), others are looking to pay more for something that will impress their friends, while others believe that in order to get a “premium” wine, they have to pay a certain price. Just like your wines all your customers are different, so as with all customer interactions it’s important to find out their individual wants, needs and desires. This will help you create a place in their memories for your wines and winery.
Another consideration is (of course) customer service. The higher price your wines, the greater the expectations of your customers for a good experience during their visit, especially if you charge for tasting, as most wineries do these days. Attention to the customer and to the details of the experience should be high on your list when you are selling Premium wines.
Next week Luxury wines.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
