Wine Marketing in the Digital Age

Jordan Vineyard & Winery

1976: Looking Back Jordan Vineyard & Winery

Reality Check• Consumers have many

more quality wine choices now than they did when John Jordan's parents founded the winery

• The role of wine distributors and the three-tier system has changed

• Being agile and adaptive is the only way for an independent family winery to succeed

• Old-world artistry and new technology are converging

Core Principles

• Have mission clarity, focus

• Challenge assumptions

• Refuse to compromise quality

• Change with authenticity

Storytelling Platforms

Jordan Vineyard & Winery

Digital Magazine Jordan Vineyard & Winery

Digital Brand Essence Jordan Vineyard & Winery

“A product can be quickly outdated, but a successful brand is timeless.”

- Stephen King

Communications• Videography

• Marketing

• Public Relations

• Social Media

• Photography

• Copywriting (all audiences)

• Advertising

• Sales Tools

New Media Strategy• Prepare culture

• Hire/train skilled professionals

• Research/understand brand/markets

• Develop plan• Tone, content, platforms, frequency, audiences (trade, consumer)

• Build architecture

• Determine workflows

• Integrate across departments

• Execute

• Listen

• Respond

• Adapt

Telling our Story

“If a picture is worth a 1,000

words, then a video is

worth 300,000.”- Nadira Hira,

Direct to Consumer Wine Symposium

Telling our Story

• High-definition videos

• Added value to the customer/tips, advice

• Types of content

• Winemaking, viticulture, culinary, hospitality, design

• When to drink videos

• How to videos

• People behind the wines

• Family/history stories

• Ongoing training to stay ahead of competition

Video and Your Brand

• Equipment

• Look

• Sound

• Lighting

• Bandwidth

• Audience

• Advance Planning

iPad and Our Brand

• Elegant

• Contemporary

• Dynamic

• Interactive

• Attention-getting / high-quality

• Fast

• Efficient

• Productive

Sales Tools

• Distributor meetings

• Video streaming live from Jordan

• Winemaker virtual tasting videos

• Personalized videos from Jordan staff

• Off-premise

• iPad Keynote sales presentations (also for PC)

• Wine videos for online retail websites (ready-made or custom)

• Staff training videos

• QR Codes (ready-made or custom)

• Shelf talkers

• UPC code scanning

Sales Tools (continued)• On premise

• Live video streaming

• Staff training

• For list of videos, click here

• UPC code scanning for smartphone access to technical information

• Stickybits

• When to Drink video series

• For list of videos, click here

• Digital Wine Lists

• Custom videos with winemaker

• Ready-made winemaker videos

• Chardonnay 2007-2009, Cabernet Sauvignon 1999-2007

• Custom sommelier videos

• Printed wine lists

• QR Codes for wine feature page

• iPad Keynote sales presentations (also for PC)

Other Marketing Tools• Jordan Brochures

• Digital Press Kit

• New Releases Introduction Letter with QR Codes

• QR Code wine list features

• Wine dinner welcome letter

• Wine dinner QR code wine disk giveaway

• Mobile website

• Video integration into website

• Interactive vineyard map

• Swag (corkscrews, glasses, hats, shirts)

• USB drives

Apple iPad Profile Jordan Vineyard & Winery

Cooking Video Jordan Vineyard & Winery

Tasting Note Video Jordan Vineyard & Winery

Discussion Jordan Vineyard & Winery