We possess the power to unleash the magic of wine if we all work together.
By Jim Trezise
WineAmerica’s website has three key sections for three key audiences: “Compliance Matters,” for wineries and winery associations to share with their employees; “The Magic of Wine,” for wineries and associations to share with consumers and media; “Economics,” for wineries and associations to share with public officials, media and others.
Compliance Matters
This section involves crucial matters of compliance. It is general information, and not legal advice, but has the most vital information and links. Of particular note during a time when anti-alcohol messages are frequent and widespread is the specific language on what wine industry members may or may not say about the health effects of alcohol. We urge compliance with that. We also urge that you share this page with all your employees and others as you see fit.
The Magic of Wine
There are eight documents, starting with “An Opportunity,” an introductory piece that describes what this overall section contains and how to use it to benefit your business and the greater wine industry. This is primarily aimed at consumers and media, but you should also use it internally to educate your staff, and externally to public officials, chambers of commerce and others. The other pages are:
Wine Facts–fun facts about this magic juice
Wine Wishes–a sampling of toasts from around the world
Wine Sensations–the sensory appeal of fermented grape juice
Wine Words–quotes from famous (and other) people including descriptions, wine and nature, food, attitude, moderation, family and friends, and humor
Wine Farming–wine’s reflection of place and time, and preservation of land Wine Wealth–the many economic benefits that wine makes from vine to glass WineMagic: A Toast–an editorial by WineAmerica President Jim Trezise Spreading the Magic
Here are some ideas of how you can spread the magic, but use your imagination to create others.
- Create links to this on your website;
- Use relevant information in your newsletters, advertising, wine club messaging, press releases, social media and other forms of communication; and
- For items such as international toasts or wine words, add your favorites to your tasting room menus or as decor, print them on point-of-sale materials, create a simple bag stuffer topped with “Thank You” and train your staff to use them with customers.
Economics
The “Wine Wealth” and “Wine Farming” sections of the website contain summary information about wine’s economic impact and agricultural roots. You can forward them just as they are. However, even better is the Economic Impact Study of 2022 in the “Economics” section. Conducted for WineAmerica by John Dunham & Associates, it includes detailed data on a national level and for all 50 states, including number of wine producers, jobs, wages, tourism visits, tourism expenditures and taxes on federal, state and local levels. It also breaks out direct, supplier, and induced impacts. There are a number of ways to use this information:
- Include appropriate state-level documents on your website and provide a link to the WineAmerica website section on Economics;
- Tout specific economic benefits (such as number of tourists and their expenditures) in your newsletter, press releases, wine club communications, social media and elsewhere;
- Highlight the amounts of state and local taxes generated by wine;
- Frame the state infographic and display it in various places in your tasting room;
- Contact your federal, state and local legislators to let them know of wine’s economic impact on your state by including the three documents on the WineAmerica website (see list of officials below);
- Share information with your state Farm Bureau, grange, agricultural suppliers and Chambers of Commerce;
- Make friendly signage near your checkout counter thanking customers for buying your wine and showing how it helps the local economy (the number of people you employ, the tourism figures, state and local taxes, etc.); and
- Create a simple bag stuffer thanking customers, mentioning the jobs they’re supporting and inviting them to join your wine club.
Public Officials to Contact
In each case, it’s wise to include the official’s Chief of Staff.
Local: Mayors, County Executives, Legislative Leaders
State: Governor and Lieutenant Governor, Top Legislative Leaders; your local representatives; and heads and members of key agencies/departments such as Agriculture, Finance, Tourism, Alcohol Regulation
Federal: Senate and House Leaders, Your Senators, Your Representative
Contacting your federal legislators will make WineAmerica’s work in Washington, D.C., far more effective. Legislators love to hear from their constituents since you are who they represent.
Use Your Power
This may seem like a lot, but if you devote just a day or two to setting up your system, it will take little time after that — and will pay huge dividends to your business and our industry. You can’t do it alone, but all of us can do it together.
Remember: Diversity is our Strength. Unity is our Power.
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Jim Trezise
Jim Trezise is president of WineAmerica (WA), the only national wine industry association in the United States. WA is a 500-member strong organization that encourages the growth and development of American wineries and winegrowing through the advancement and advocacy of sound public policy. Membership is encouraged to support the important work of WA, which benefits all U.S. wineries. Go to https://wineamerica.org/ for more information.
