Taps talent from local agency WineGlass Marketing
June 3rd – NAPA, CA – Upon her appointment as the President of the Wine Market Council on August 1, 2023, Dr. Liz Thach set wheels in motion to expand the sphere of influence and inclusion of the Council within the wine industry.
“Our mission is the be the leading supplier of market research for the wine industry, but we are stronger together”, emphasizes Thach. “Increased members mean bring more dialog and perspectives on the research, the more strategic our category becomes.” She explains. We need tools like these to compete with RTDs and beer for market share.
To this end Thach hired WineGlass Marketing to create a marketing campaign and target it toward wineries. The concept of the campaign is to encourage wineries to thing beyond product attributes and highlight the role wine plays in consumer’s lives. “This is all born out of our research,” says Thach.
The campaign, which began running in six social media channels this winter, shows consumers enjoying wine in different occasions with a simple statement about what wine is fostering in that moment, such as Laughter, Friendship or Family connections. These statements are designed with the graphics that hint at charts and data to cement the idea of research. “The reaction has been overwhelmingly positive”, says Susan DeMatei, founder of WineGlass Marketing. “In our first months we’ve added over 1,000 followers on both Meta and LinkedIn, and we were recognized for the campaign with a Gold medal in the 2024 AVA Digital Awards for a B2B Social Media Content Campaign.
The AVA Digital Awards is an international competition that recognizes excellence by creative professionals responsible for digital communication planning, concept, direction, design, and production. Work ranges from digital campaigns to audio and video production, website development, social media engagement, and mobile marketing. WineGlass Marketing won two awards in this competition in 2023 for consumer email and integrated campaigns.
“We are thrilled with the reaction to date” says Thach, “and there’s more to come!” The Council will be augmenting their campaign with new creative executions for Q2 that highlights benefits to wineries for joining the Council. “We want wineries to understand that to be competitive and make smart decisions, they need the data we provide.”
About Wine Market Council Research
The Wine Market Council conducts research on the attitudes and behaviors of U.S. wine consumers, measuring and exploring industry trends from the consumer perspective. It also provides national wine consumption benchmarks for various segments of the population.
About The Wine Market Council
The Wine Market Council was established in 1994 as a non-profit (501c6) trade association whose mission is to provide our members with forward-looking market research on the ever-changing U.S. wine consumer’s buying habits, attitudes, and motivations. Members cover a wide range of the industry and affiliates, ranging from growers and wineries through the distribution system to retailers, restaurateurs, and organizations affiliated with winemaking. More information can be found at WineMarketCouncil.com.
