Advanced Wine Marketing

(Book Cover Art Work for Focus Group Directional Test Only)

Why is this book and newsletter so very important to Canadian Wineries?

Survival. Increased Profit.

Cutting needless heavy opportunity and direct costs for Marketing from legal lobbies to label printing. And to focus on more intelligent and advanced plans for growth and profit. Not fad labels and end-of-trend logic. This effort is all about money, message and media. Making it and saving it. All focused on Marketing. Almost nothing about making wine from glaciers to glass in here. Just marketing wine "brands". But glaciers and glass have wine marketing properties.

Book Objectives:

To help the very smallest honest quality Canadian winery possible to the whole national wine industry. And have coordinated geographical financing and communication segment strategies.

This simple to start for an example: Take just two provincial regional organic wineries working together can cut marketing costs from retail signage and shelving to TV test ads in Alberta?

The dynamic "Branding" opportunities in just local markets from first nations wine to Rock n' Roll royalties relationship with maybe more than one winery can all help put Canada on the map? A check of even free social networks, websites and blogs as well as some wine publications literally ignore the whole country of Canada? Sad but true. This is not the sign of intelligent marketing. A whole country not listed?

Could Elton John's new residence in Kelowna do for a wine in BC what one night in New York's Madison Square Gardens with Willie Nelson wearing a Moosehead T-Shirt did for beer sales? At Harvard I think they call it a "case study"? Wineries maybe should buy a "Beddazler" and put sequins on labels or at least sunglasses. Can there not be a wine so "cool it has to wear shades"?

Fine wine marketing? Get real. Working with the top legal brains in Canada on federal election advertising it became very obvious the appreciation of "mass marketing and segment marketing" absolutely lost in the daily perceptions of presenting a case to unanimous jury or a supreme court challenge. This cost millions for some needlessly preaching to the converted and brand loyal . For or against, both a waste of time and money in elections or any branding effort. Why not spend on segment "switchers"?. Winery efforts at events and at event advertising for the "brand loyal" can also often be measured as pointless. How pointless is much of the marketing charade most wineries subscribe to as full marketing? Too much.

The Enemy

The enemy is far from being the ice wine or Cabernet in the next valley or from any Canadian winery. The enemy is ALL wine from Australia, France and Italy. Public perception in Canada & US. Provincial laws and Beer. Pretty obvious Canadian marketing dollars seem to be documented as totally missing this small point? Foreign wineries must laugh at us wasting millions fighting it among each other with dynamics that favour foreign interests, force regional/national oligopolies and a boutique backlash.

Note: Provincial Laws are why Canada's Best Wine Business School I hope to also Champion should be at University of Calgary not at the University of British Columbia.

The Time for Change is Now.

- World wine inventory backing up from Australia to Austria, and prices must fall.

- Added to wine glut, we now have added world economic factors

- This then further added to even local inventories now bottlenecking,

- Plus recent the reports of the worst winter in 15 years damaging 2009 vineyards severely,

- And now bankers looking at the balance sheet showing added warehousing costs and and reduced revenue not covering fixed costs in many cases.

- The occupancy rates evident in parking lots at Hotels and Motels in all North American wine regions means wine tours will likely be of little help.

This may mean time for some new business and branding "design thinking" - as they now call it at Harvard .

This may "honestly mean" something a little new - and maybe just a little tad more bold has to now be done. Maybe effective marketing communications now for real.

What you don't know costs all wineries big time.

Like how to make wine knowledge is power. Same with marketing. They teach advanced wine marketing at University of South Australia and the graduate business school at Cape Town South Africa. MIT and Harvard to Stanford and the Department of Communication University of California may also be saying things an Advanced Wine Marketing newsletter could help make known and "actionable" for smart wineries big or small for greater profits. Little cost. Some may find it helpful to know how all investment can be lost on a label even with the best art direction possible? Or better how an effective branding and communication strategy can allow a solid "long-term" domination of a defined segment. Hey, I've seen "first hand" how major beer brands crumble to new brands and pollsters surprised by Federal election poll errors or riding turns. Better I know how. And it works from Macaroni to Military Communications Technology as I also witnessed first hand. And it works for wine. The advanced wine marketing research and bottom-line results (AND NOT?) from Cape Town to Kelowna Canada also proves some may be missing a few key points

"Same-as" efforts will (in all probability and with intelligent and honest marketing audits for future net earnings and forecasts) simply fail just as other "Same-as" efforts usually do in all industries. That simple.

Like magazine covers weird labels are proving great for brand trial - maybe not brand adoption, Labels like paperback book covers and music CD packaging defining itself as a fad wine not a fashion leading wine, sadly suffers the fate and fortune of all fads threatened by their own nature.

Profits and margin expansion will now come from creativity and meaningful market intelligence and "effective" communications execution, not favorable generic and politically diplomatic and selective suspect wine critic reviews as my have been the case a decade ago. Things change.. Those who know less about marketing communications will suffer.

This proven. And proven the cost of ignorance across too many categories of products and services including wine where only fools would disagree. Or dare differ? Somethings are more science than art. And more about tactics than terroir? Test marketing possibly more critical than taste for profit realities. We should be honest as the first step to being intelligent about these things? Wine no different than chocolate competing on taste. Extremely subjective after some rough standards accepted.

Kind and charitable reviews may still be helpful with such locked and loyal informed segments for minor market share movement from competition loyals that are possibly sensitive to such and just might accept some trial and adoption of your product. However here's what any bank would rather see and hear:

The other 90% of wine drinkers AND KEY SEGMENT SWITCHERS who will keep your winery profitable can not be ignored - and far more likely to have switchers who will switch to your wine than any wine experts could quickly influence through WOM (Word-of-Mouth) and "opinion leaders". Switchers must now be shown some real respect? And oddly at far less total cost and risk than doing little, nothing or the same as any business school can explain?

And kids as far as SEO (search engine optimization) and social networks, in the "real world" there is less calculated and intelligent risk even using TV or real PR campaigns to drive web traffic and retail sales than many understand. Present "Wine marketing experts" great for 10% of market maybe at best - mass marketing such a different world. See facts below from top universities and wine marketers. Or beer companies.

Having an international award winning 95 point plus ice wine that sells for $600.00 and costs $614.00 before shipping not going to win any business awards. Selling a coop blend as the Family Table wine at $24.00 that costs $8.47 before shipping will. Selling a Kobi ice wine for $2,000.00 costing $900.00 a bottle will also impress some at universities and in many Toronto board rooms watching. You must soon accept and seriously understand you and your wine makers opinion and perceptions means almost absolutely nothing and your consumer segments opinion simply nothing less than "priceless". Research pays. And its proven more than your best informed wine-expert's best guess. Learn to love and believe your customers not your press releases.

This book and following newsletter and more focused seminars designed for both the smallest boutique winery and broker to the international Canadian wine giants to make more profits locally or with export as best their brands and effective branding allows or can.. The goal that the newsletter become every wineries quick value research reference for effective marketing thought and development. Even help the big wineries and "system" companies who my first hand experience (many times) has taught me do also make many-many marketing mistakes as well.. Just bigger.

This book ideally will save some some wineries and large investors hundreds of thousands of dollars easily - some even millions. And hopefully help a few great people and families I've met make millions in new branding profits. So the book should be very valuable and very important to the industry readers with any bottom-line influence. I can show my story board recommendations and dates and the changes that followed by many. Even some clever wineries that listened over lunch.

Google is smarter than all of us!

Aided by a few Major Fortune 500 Marketing & Communication Executives from packaged goods to retail giants, and with various highly respected Scholars in Marketing and Communications from Montreal to Victoria also helping, this book designed to be the definitive Canadian Wine Marketing & Communications Text Book and Newsletter for the next decade of serious debate and development.

We will look at improving retail shelving and merchandising profits at winery and at general retail plus labels and laws and the cost-value impact. Plus reviewing traditional marketing media power horses making web traffic sales mushroom locally and internationally. Many things that all impact profit directly.

Sad and true

Simply amazing how many "international wine sites" and with so many local marketing experts that so many western wineries have no "free" product listing for their brands, sometimes their name missing, sometimes they only mention Ontario and not even BC? Sometimes there is even no Canadian mention at all on these "free" sites. Free ads and no Canada? Note: I've added a few wineries and regional references in some places based on some patriotic duty and local family winery favourites.

Time for a "Wine SEGMENT" Marketing Associations?

There are things "Organics" should do collectively like hit Quebec who'd love to love you - and have clearly adopted other BC brands and will more and more (See Below. See Quebec Research.)?

Sub-Regions like Narmata should easily tongue-in-cheek pull a "David and Goliath" event and have a Narmata VS. Napa annual wine festival disguising cross-promotion and export development as a competition in both regions? And with no Awards?

Has any "Wine Expert" Marketing or PR firm considered the solid no-lose cost-value creating the "World Wine Journalist Convention and Expo" in the Okanagan? Yes, the world's wineries would come. And a zillion wine consuming eyes to "ALL" be educated on BC wine. Multiplying brand awarenesses scores at least twenty fold? Ask any business school how this works to brand adoption? This I will also be discussing with the economic development people when we meet.

NOTE: When this book out, this marketing and communications strategy here also helping resorts and restaurants in Okanagan as well as wine and maybe already in action? I've documented this idea for the world's largest PR firm BM when they were helping a local winery in 1980's - now it is getting tragic.?

"World Wine Journalist Convention and Expo" in the Okanagan?

Look and listen. See what you can see. Hear what you can hear.

Research and studies used will be taken from international sources as needed.

Legal problems and solutions from selling in other provinces to US, Europe and Asia also will be addressed for action not consideration.

In addition, key cultural issues from local youth markets to ethnic export and peripheral factors from Kosher to Box issues and their impact on commutations and branding also defined.

Marketing and communications costs from business cards and sandwich boards to international TV ad time purchasing will also be reviewed as the tools of "effective branding" and promotion. Trade shows and festivals will also be examined from a strict trade and sales perspective. Some sales agencies are just cataloging you for very minimal visibility? If .02% of a regions sales are your brand and your brand concept awareness levels at only 1% ya' think advertising might help? Or worth R&D and testing for a "proven formula" for success in other regions. What is the best communications plan financially? Don't even think of asking your accountant if even your MBA in marketing they simply doesn't know? Nor should they be expected to know.

What you don't know hurts you.

And more than what you know helps.

Book Price: $2,500.00

and/or

Newsletter: $75.00 each monthly issue that saves thousands (Excellent Value!)

BOOK/NEWSLETTER PRICE NOTE:

Price can be discounted against your wine at retail listing values directly with me and as promotional gifts/trade to author and charged to winery Promotional Budget. And this at worst the smartest wine give-away you ever made. Think about it? Give me your very best I'll give you mine. Lunch?

Advertising doesn't work very well. Advertising campaigns however do work incredibly well!

There's the first hint what a silly waste of money one-off "selective" advertising is (without coupon and other bounce back devices or recipes).

Just so you know many of Canada's largest and most respected ad agencies know little of advertising or about communications and are the biggest oddly for the most unrelated reasons. Reasons from simple children's colouring book print runs accounting for the majority of their firms revenue and stature not any brain power. Better check carefully if your trusting your branding to just a successful printing or radio sales rep or some one actually "specifically" educated and trained in communications research. The difference has been in fact measured in millions.

Easily 8 out of 10 ad agency folks pure frauds as Competition Act defines (and better will) or guilty of fraudulent concealment in contracting as also defined by the criminal code. And no one will dare try and force my retraction. on anything here as people in the Marketing Associations who know me know better than dare challenge me on this and many-many things in any open forum. Critics are cowards when without substance.

Only those not educated in communications research can't figure out how to triple market share in Revelstoke and Nanimo and other smaller markets more effectively than in Vancouver or get licensed in Quebec for a very big payoff from Shawinigan to Sherbrooke. As most Quebec tax rag trade lawyers and accountants know: "We grow it in BC we bottle it in Quebec"? The advantage of being in the media and research business is seeing hundreds of ad campaigns yield big results and profits - so I'm biased. Not burnt out and nervous with past failures. I know this stuff works and from marcaroni to military and from a Prime Minister to a pint of beer.

World Class Advertising?

See the ad at right by the big international ad agency in Milan and done by "wine marketing experts". In my book I'll show you ten mistakes made from design, legibility, message, foot candle dynamics to creating space. I've challenged other major international ad agencies as well. Have also been a pain to misleading media companies and their far from qualified cost-per-thousand computer analysis and selective fraudulent omissions..

Side bar: On the TV show The X-Files where I did computer "number tricks" for pre-production and helping out various parties from incorporation to investment and written off as a numbers nerd as I suspect by TV stars:: I had no duty to explain TV ratings and ad revenue? Or more simply, how a show with ten fold the audience of Seinfeld can pay talent a tenth as much? Not talking to me has been seriously expensive to TV stars and not executive producers to major breweries and federal political parties I've helped. Maybe some wineries will be as smart as those "Proven"?.

Aaron Kingsbury^a^, and Roger Hayter^b

^aDepartment of Ecological Plant Protection, University of Kassel, Witzenhausen 37213, Germany

^bDepartment of Geography, Simon Fraser University, Burnaby, BC, Canada V5A 1S6

Received 11 January 2005; revised 11 November 2005. Available online 17 February 2006.

Abstract

Business associations (BAs) represent a widely prevalent institution contingent upon a plethora of regional and industrial contexts around the world. Although their role in local development is rarely highlighted this paper argues that analysis of the structure and strategies of BAs reveals important insights into the problematic nature of external economies, typically based on the willingness of highly independent small firms to share and possibly fund some common service(s). BAs illustrate cooperative behaviour and their fragmentation indicates limits to cooperation and thereby to the contested nature of this particular external economy. Conceptually, the paper interprets BAs as institutional expressions of local cooperation and theorizes their strategy and structure in terms of a ‘logic of exchange’ model. This model defines the relationships between BAs, their members (organizational domains) and governments in terms of the logics of ‘membership’ and ‘influence’ that help understand the opportunities afforded and tensions imposed by the rationale and dynamics of cooperation. Empirically, the paper examines the formation and performance of BAs in the restructuring of the Okanagan’s wine industry that was stimulated by the Free Trade Agreement (FTA) between the US and Canada in 1989 and the North American Free Trade Agreement (NAFTA) of 1991. In the Okanagan wine industry, a newly formed BA was vital in helping firms overcome the crisis generated by free trade. However, subsequent fragmentation that arose out of member disenchantment with logics of influence and membership, indicated limits to local cooperation that may constitute a significant diseconomy in a future crisis.

Keywords: Business associations; External economy; Cooperation; Okanagan wine; NAFTA

Article Outline

1. Introduction

2. Business associations, cooperation, and local development

3. Business associations and the Okanagan wine industry

4. The BCWI: formation and success 1990–1996

4.1. Marketing services and the Vintners Quality Alliance (VQA)

5. The fragmentation of the BCWI 1996–2003

5.1. Fragmentation and the logics of exchange

6. Implications for local development

Acknowledgements

References

The Introduction to structure in all wine marketing to family associations in Okanagan.

Social Capital in the Okanagan Wine Industry

By: Caroline Hickton

From Forbes: Wine & Food Feature

World's Most Expensive Wines

Nick Passmore

Book price includes winery to web site bonus "quick communications audit" (QCA) as per below and a general major money saving recommendation worth more than the book price. Best before Christmas. Or next needless new label press run? And ideally for those who understand after reading carefully how best to act before any small local and regional market early TV Spring/Summer retail rate card discounting again so sadly missed by essentially fear and ignorance? Think about it?

Here's another big free hint to all the ones who even think "Search Engine Optimization" (SEO) is the be all and end all for web traffic builds, ask your "Experts" what organic searches mean and what the critical added credibility also suggests. And their indexing is what? How about for something a little new and give your "TARGETS ONLY!" a reason to search you not a loaded slot machine for the masses? Ask an actuary how SEO works and "honest" limitations. Formal and informal? Fools are proven to ignore much. Now ask can TV drive web traffic sales more than not? Or a university news paper and school web site drive local restaurant sales within a eight month shadow? Web traffic you create you don't wait for stupid?

Click here for the slide show.

When an enterprising young man named James Christie opened his sales rooms in London in December 1766, his first auction consisted of the estate of a "deceased nobleman" containing "a large Quantity of Madeira and high Flavour'd Claret." The records don't relate how much these delightfully described "high Flavour'd clarets" fetched but as the whole sale realized a grand total £175, it is a sure bet that if Christie had known that two hundred years later, in 1985, his now famous auction house would sell one bottle of wine for £105,000, or $160,000, he might have held back a bottle or two to enrich his future heirs. This bottle was a Bordeaux, a 1787 Chateau Lafite, and, according to The Guinness Book of World Records, 18 years later it still is the world's most expensive bottle of wine. Its great age alone would have ensured a good price but what gave it its special cachet, especially to American collectors, and ensured the record price tag were the initials Th.J. etched in the glass.

The bottle had belonged to Thomas Jefferson, the third president of the United States and one of the most revered of its founding fathers. A philosopher, scientist and statesmen, the aristocratic Jefferson was also an avid oenophile. When he was ambassador to France he spent much of his time visiting the vineyards of Bordeaux and Burgundy, buying wine for his own collection and on behalf of his friends back home. He is also associated with two other bottles of very pricy wine, a 1775 Sherry ($43,500) and the most expensive white wine ever sold, a 1787 Chateau d'Yquem ($56,588).

Of course none of these wines are actually drinkable now; it is unusual for even the best Bordeaux to last more than 50 years, and 200 years is beyond any wine's limit. The allure of these high-priced bottles of vinegar, and other wines of its ilk, is purely in the joy of collecting, not consuming. The 1787 Lafite was explicitly bought as a piece of Jefferson memorabilia, not as a bottle of wine, and it now resides in the Forbes Collection in New York. These wines are rather like old stamps, something to be collected, horded but never used, and they command such high prices not because of their utility but because of their scarcity and consequent appeal to collectors.

Compiling a list of the World's Most Expensive Bottles of Wine is not as simple as it might first appear. How do you compare the price paid for a double magnum--that's four bottles--to a single bottle? Do you rate them on the same scale or do you divide the price of the big bottle by four in order to determine its per-single bottle price?

So, rather than compiling a league table we determined 11 separate categories, then sought out the most expensive bottle in each category, and a pretty interesting search it turned out to be. One of the first things you'll notice is that all the wines on the list were sold at auction, because, except in rare occasions, the seller knows that the publicity surrounding a special bottle, and the heated atmosphere of competitive bidding, often results in even higher prices.

The world's most expensive bottle of wine that could actually be drunk today is also the most expensive wine ever sold in America, a Montrachet 1978 from Domaine de la Romanée-Conti that was hammered down at Sotheby's (nyse: BID - news - people ) in New York in 2001. The lot of seven bottles fetched $167,500, or $23,929 per bottle. This is an extraordinary price for a white wine, even in the rarified world of wine collecting. What happened was that two avid collectors were bidding against each other and got carried away, each refusing to yield as the price rose through the stratosphere.

Michael Broadbent, the former head of Christie's wine department, relates a similar story concerning the sale of the Jefferson Lafite. As the bidding approached £100,000 for this unique bottle, he changed bid steps, that is the amount the bids increased by. One of the two remaining bidders was Marvin Shanken, publisher of the Wine Spectator, and according to Broadbent, he didn't notice the change until, to his very obvious horror, he realized that he had just offered to pay £100,000 for one bottle of wine. As he sat there ashen faced a great hush fell over the packed auction room as everyone waited to see if the other bidder, Christopher Forbes, would come back in. He eventually did, at £105,000, much to Shanken's very palpable relief.

Then there is the strange case of the most expensive bottle of winenever sold. In 1989 William Sokolin, a New York wine merchant, had a bottle of Chateau Margaux 1787, also with Jefferson's initials, on consignment from its English owner. He was asking $500,000 for it but had had no cash offers when he took it along to a Chateau Margaux dinner at the Four Seasons restaurant. (Why would it cost so much more than the 1787 Lafite? It didn't cost more than the Lafite, just that Sokolin was asking $500,000. I don't think he expected to get this much and had had no offers by the time of the accident. However, just by asking such a huge sum he generated a lot of publicity, which some people speculate was the whole point of the exercise. He did however get $225,000 from the insurance company which he claims, with some justification, makes it the world's most expensive bottle, even if it was never sold. Besides everything else it's a fun story about a very expensive bottle however you rate it.)

At the end of the evening he was getting ready to leave when a waiter carrying a coffee tray bumped the bottle, breaking it. Luckily, Sokolin had the foresight to insure his valuable vin, and shared the $225,000 payout with the owner, which makes this the world's most expensivebroken bottle of wine. History does not tell us what happened to the unfortunate waiter.

What all these wines have in common, whether it's the undrinkable 1787 Lafite or the eminently drinkable 1945 Mouton, and what makes them command such astronomic prices, is their scarcity value.

The world seems to have an ever-increasing appetite for collecting unusual old things, be they baseball cards, 1950s Formica furniture or steam train memorabilia, and it's only natural that rare wines are subject to this same collecting mania.

Now, with more and more people discovering the pleasures of drinking wine, especially the newly rich of China and East Asia, the prices of all fine wines will continue to rise and it will only be a matter of time before Mr. Jefferson's bottle, and several others on our list, see their formally eye-popping prices surpassed as ever richer and ever more determined collectors compete for that one, must-have bottle of wine.

"Are you as smart as a fifth year business school graduate in communications?"

Some of you are hiding your web message in perfectly picked colours that 70% of computer screens can't see and 10% of audience literally colour blinded by. Even Mac screens need gamma correction as I know first hand from film industry. Your colour swatch cute but ignores reality. Getting web traffic for sales tough enough - so who is the brain who wants your customers to download a 3D viewer add-on? Cross-promotions can save or add value at about 15-30% and no wonder you do so many? Zero? Biggest wineries as guilty as the many small family boutiques. Note: Where I charge less to small family boutiques I yell much more as out numbered by various generations and sibling differences. And I come alone. But fun.

Your fancy art director picked a type font that is proven at frustrating full page readership and most absurd with critical and more key your best audience targets that actually would and want to read even your non-believable non-benefit babble as direct marketing research might literally call it?

And the "why buy" so very well hidden and so well? Hidden somewhere behind fantastic color glossy pictures and graphic dances screaming design overload - maybe with "uninvited audio" as another web faux pas? Your sell copy is just tell copy using formula phrases. The frustrated screen writer you got works words well but not their content and objectives. This marketing not publishing. Why? Your Art Director just an art director even with big awards. Your web people front and back just web people. Not wine marketing experts either. Neither subscribe to take interest or have any studies in communications and proven profit commercial experience and proven research and case studies. Yes they are great. At what they do best. But make fools of themselves in areas where others have studied and worked for years. As author Chomsky to McLuhan may agree manufacturing consent higher art.

Why do I use the same body copy font in my web site as the New York Times (and Vogue)?

Why do I use the same font in my web site as the New York Times? And most school text books western culture educated with? Not like other Canadian media? Simple The New York Times and myself we're both stupid and your "Marketing Web Experts" know more than those at the Times. The New York Times exposed to every major ivy league graduate business and communications school in US. And nobody says they are making a mistake? Figure it out. Your experts didn't. Do you really think all these and other major universities and all their brains and research missed this mistake? But your "Experts" know better? Wanna bet if your "Marketing Experts" smarter than me on this as well? So clear in black and white. Wonder why I work with Fortune 500 companies - also not following the crowd?

Many follow the crowd. Just walk on a major Film or TV production and notice how many non-creative types have Mac computers and lap tops and they think Producers don't notice the stupidity - like their spreadsheet printouts with manual addition - and also wrong. Or the amount of wires and things on a movie set that go absolutley no where and all the other expensive rentals that just hang on hooks. Is the strategy of contingency greater on a film crew greater than in Mossad Intelligence planning and most Project Management Institute guidelines. Who is fooling who? Hollywood Transport Logistics and Budgeting also as funny? The conclusion here that great wine makers can also be great brand and ad makers ranks up there that senior law partners can write "effective" federal election copy. Ask your local Senator or some MP's who really know how it works? They watched Trudeaumania be "created" and the Regan posturing of Mulroney pay big dividends after Trudeau patronage. Put Stanley Hart on any payroll and he'll make people like Mulroney look smarter than they are. Just like his Dad did for Pearson. Margaret Thatcher did what to beat Labour in Britain? Time to drop a hint: Wine marketing more about political "segment-switcher" marketing and pure retail merchandising than beer? See political maps with wine brand consumption like beer an odd match. Then see broadcast footprints cross primary and seconary trading zones. If 7-Eleven sells coffee on morning radio and breweries buy afternoon and nightime ad spots and McDonald's "Switch-in-switch-out" requires how many impressions, can a winery do a small retail market and a vertical buy and have positive measure results? Yes. Note: A meaningful opinion in wine marketing is everyones opinion but your winemasters for obvious reasons? However, the real genius of future wine brand success is your winemaster?

More? Your wine couponing to merchandising efforts defies even basic marketing and advertising research. You're wasting ten of thousands of dollars every year in marketing communications mistakes and often with the help of 'Wine Marketing Experts"? Label and name myopia or what? What do you mean you are over thirty and you've never been focused grouped?

Ever wonder why your web site looks like a local grocers "retail flyer formula" or some teen action game software or a even more classy a combination of and not at all like Gucci or Rolls Royce that your possible brand target audience expects of you? Expects of you! The place for a Gothic image or the flowery funeral home feel may not be as best to merchandize wine on a web site - go figure. Or check some research or buy this book and don't be cheap and just borrow it. Want to save money? Again for effective frequency: give me enough wine to sample for editorial merit that CRA allows and book prices can be negotiated lower. Hey, I'm fun. And like the Harvard Business Review suggests real leaders make subordinates laugh three times as much? I have international awards and trade recognition for my humour with words? As an amusing note some tiny local wineries have shamed the big guys with their better web sites in both art direction and marketing intelligence? And paid thousands less to sell thousands more. Don't be stupid. Learn right from wrong.

The insights on both ice wine marketing and organic wine opportunities and with just the added China reference and the cute and clever touch with apple wine ownership in Quebec available here in these pages clearly alone covers the book's full suggested retail list price and alone. And ten fold or more. Maybe millions? You decide? Really depends how intelligent the reader it would certainly seem to many? Sadly the real good wine and quality wine marketing communications help expensive. I'm real good wine. More body. More character and lots of legs with the art of oak and the lab toys of science all showing off from nose to aftertaste.Far less flaws? But my barter for smaller wineries shows I'm not some arrogant ass from Toronto going after the low opportunity majors clogged by their own internal cultures not yet grounds for dismissal.

This book will change the way many do things and for many far more profitably. Fools are proven to ignore.

Only "twice as influential"?

Early research on the impact of Positive Word-of-Mouth compared to advertising concluded that PWOM was more influential on the individual consumer than advertising. Day (1971) found PWOM to be about twice as influential as advertising in gaining awareness for new brands, and twice as effective as advertising in helping consumers form a positive attitude for both new and existing brands.

Too bad word-of-mouth so expensive and takes so long and good advertising so much cheaper? So you made a great wine- wait for word to get around? Some know the price of everything and the value of nothing. Fire them.

However, there is very little evidence of word of mouth being measured, which means the conclusions are often "conjecture rather than based on empirical evidence". Wine and conjecture? The only article measuring PWOM used the extent of its dissemination by purchasers of wine at the winery, where purchasers were almost twice as likely as non-purchasers to recommend the wine at a later time (Mitchell and Hall 2004).

This ad is boring from camera choreography to copy. Both camera and words must dance. "If" this was the TV ad for the fictitious "Lakehill Wines" I use for trademark and for my use and examples in book that I had to "save": I'd have the web page supered with white bright boring times roman type at the bottom with: lakehillwines.ca and running the width of screen for maximum legibility from start of ad to ending. I'd reedit and repeat pouring shots and multiple label id much more . And the voice of the anncr would just say near end:

"Lakehill Wines. We worked hard. Next time you do get a chance please just taste why."

"Just taste why" would appear on screen for last ten seconds above web address to sync with voice over..

HINT: In the age of high definition TV we now embrace low definition web video streaming for news, entertainment and education. This a very big hint of how to market tomorrow. v-mail marketing?

This as a temporary poster in restaurants to government retail walls and even on a table for in store taste sampling and test will most definitely have dramatic and critical impact on your sales curve with 20% of wine drinkers?

When just 20% of the organic market (indexed against organic food consumption, etc,) in a place like Vernon has an effective frequency with a message as above: we should see dormant or latent demand double. The oil companies taught me this with home heating? The brewery research taught me how tight the shadow of awareness is to trial and adoption.

Research: Hypothesis Testing: The science and the art

The science: The Z-test and the Chi-square test

The Z-test is used to determine whether the difference between an observed sample and a population mean is statistically significant. The Chi-square test is used to calculate whether or not two variables in a contingency table are independent. Throughout this template, the cells meant to be filled in by the user are highlighted in yellow.

There are two versions of the Z-test, one that simply asks for the sample mean and another that accepts the sample data itself. The first version requires sample size, sample mean, population size, and population standard deviation, and calculates the Z-score and p-value. The second version still requires the population mean and can use the population standard deviation as well, if it is known, but also automatically calculates the sample standard deviation and provides an estimated Z-score and p-value based on it. Both tests are two-tailed (reject the null in either direction).

The Chi-square test accepts a 2x2 contingency table and calculates the Chi-square statistic under the null hypothesis of independence. That is, a large test statistic corresponds to greater confidence that the two variables are *not* independent. The test statistic is calculated both as a traditional Pearson's Chi-square and with Yate's continuity correction - the latter is better for small data. A p-value is provided for both as well.

The art: The focus group.

The focus group is a strange little exercise. Get eight people in a room with a "somewhat" common brand and volume consumption patern for air travel to asprin. Tape record whole discussion. Fash some concepts. Ask some open and close-ended non-leading or biasing questions. Hope some gem falls out and no stone unturned budget permitting. I find a corporate round table as enlighting. Objectivity is not something you selctively borrow.

"Standford did studies with students". If the study was just about "stanford students" no problem? Some miss rhetorical fallacies to first premise qualification. Even in political polling.

Effective executive judgement and leadership obviously key. Did the message or the media fail? Media can be far too expensive but hardly suspect for failure. Media is to amplify message success or failure and nothing more. A commodity of effeciencies.

Merchandising. Posters and signs do get noticed.

Use your imagination and call it event marketing from the staging of a winery bistro meal or a wine tasting "set" as carefully as in a major movie. Be noticed. Or forgotten among 70 wineries and 500 brands in the Okanagan Region alone? If a wine label, as research shows can impact a restaurants image time to be more marketing and communications sensitive/savvy as you would your wine craft?

Every winery should double their marketing communications budget and help the sales force - maybe tenfold and invest for the first time in a brand a fraction of what you would in a wine with maybe less risk.

Be cool.

Willie Nelson proved a T-Shirt can drive brand share for a brewery in a youth segment with high consumption patterns?

"Other consumer products, such as water and coffee, are constantly delivering their message," said Martin Johnson, senior vice president of marketing for Robert Mondavi Winery in Oakville. "(The wine industry) tends to be reactive. We rush out (the advertising) when there is a lot of wine to sell and we pull back when there is a short supply. It is an inconsistent approach to the consumer. The wine industry needs to take a longer view...(It) needs to start focusing on consumers again."

Purpose & Reference Notes

Highlights:

Only "Switchers" define incremental profits! Since the fall of Labour with Margaret Thatcher and the Ronald Regan backlash to Jimmy Carter, smart people noticed something and so did Pepsi Cola. Why spend tens of thousands talking to others? Fools are proven to ignore. People liked Oatmeal as a colour 4 to 1 and cross category and why you can't sell Olives in Ontario like Quebec. There are Catholic house cleaning products in Quebec. Tide. Laundry cleaner. Ten reasons you buy it and don't have a clue. You can learn to sell wine now that you have mastered making it.)

Selling Wine in the new Millennium. Things have changed.

(Text the wine http://www.crushpadwine.com. What is an ipod what is an iwine?)

Glaciers to Ice Wine. History for the hell of it. Part One

(Glacial varve clay, to Sumeria, and the lower regions of Mesopotamia to Greek Wine History. Macaroni ain't Italian. Neither is Caesar Salad. What is branding? If Japanese bigger wine snobs than French and Texans and know more about wine than Italians and Germans guess who you might sell $3,000.00 ice wine to after South Korea?)

Greek to Geek & Web 2.0 Future Wine Selling Facts. History for the hell of it. Part Two

(Old media drives Web traffic & sales better than myth of SEO and link/analytic optimzation. Get real. Why Organic wineries don't appreciate organic search link credibility issues. Is the Internet just another fad like the printing press? How many "Wine Marketing Experts" twirled their thumbs on not understanding Twitter before audience decline?And yet babbled about SEO tricks? Your web site must be high art, a TV video ad, a billboard, a newspaper, a brochure, a magazine and a sandwich board sign, a back lit business card with a automated virtual vending machine and cash register and a diversionary and diluting complaint department.)

If water so key to beer marketing world wide and bottled water sales, ya' just think wine marketing may learn something? They only hire MBA's?

(So a water premise and a teddy bear or Sasquatch for "real men" can rock marketing history?So what? So you can flip a federal election riding with this trick as some academics mislead? Women are easy.)

What glaciers did to clay for wine (with lime) - glacial milk water will do for organic grape branding.

(What's the phoolish phus about? What glaceology to glacier beer and girls taught me about minerals and nutrients and soil and cell absorption. For branding. Grapes are health food nuts just like organic wine drinkers or your Venn diagram on "Key Motivators" has a flat tire.)

How branding is everything and why Champagne a legal trademark after World War I from the Treaty of Versailles. War? What's it good for? Absolutely something.

(As Canadapagne not honestly recognized. Taste the truth? And the magic touch of even regional Nationalism as Trudeau well warned this wide nation.)

Certified What?

(Changes in Canadian Completion Act makes wineries executives and ad agencies wake-up to personal direct liabilities and criminal code violations? Whoops? Quality fraud in a court that does not determine or speculate on real value and other novelties?)

Beauty in the eye of beholder. Why focus group research critical to branding basics.

(How great wines can be very bad business & brand investments. Why your wife may hate you and still love horses and Leonard Cohen? Like a drunk in a choir. Can you sell a wine called "bird on a wire" to enough university students at a wine co-op at McGill, York? Queens? Dalhousie? And using cheap university media? Guerrilla marketing and things you should understand about Vietnam to Afghanistan.)

Can small wineries survive or best they now“dress for just winery sell success”? Cute can increase real estate and future net earnings analysis brand values. Not all bankers as dumb and blind as they appear. How to rope a dope?

(All your shelving and signage is total complete failure at any school of retailing or communications. As a friend.)

Critical Cultural Marketing. Tiny bottle.

(Ethnics to youth and art cultures and you thought you were having fun? What is product placement? And you don't speak Spanish or like rice? Who exactly are the smart wineries with free Gooogle Lanquage Translators on their web pages and who are these "Marketing Experts" ignoring the world? In fact being rude.)

Credibility is everything and the truth simply told. Who is John Caples anway?

(Brunello "Americanization of Taste" Scandal to Bobby Parker’s nose picking. Advertising dosen't work. I know I drink Pepsi. An orgy of oligopolistic thought. When love hits your eye like a big Pizza pie "That's Amore". Right under their noses and not even a Google search?).

The media is the message to all wineries.

(Psychographic brand and media segmenting. Do you have a radio brand for big profits - not yet? A community brand? An Oprah Opera Ice? A sparkling sushi? The definitive Spaghetti red? The Gucci name on a wine label would make supply impossible to match demand. Rolling Stones song titles works from cultral channels and social network if used well. Like using the Rolling Stones for cosmetics key rules should be followed and when hiring from the London School of Economics? Could the Rolling Stones underpaid non-royalty rich drummer as an icon in the Jazz world and rock alone help sell more wine and for less. Ask the Jazz World if a good "Charle on Drums" Wine would move.? Any celebrity wines from Céline Dion to Willie Nelson ready? Willie Nelson made Moosehead beer a US market cult winner with just a t-shirt in New York Madison Square Gardens performance. A Wayne Gretzsky White? What else could you call it? Any "Wine Marketing Experts" your paying too much shown you how local vertical B&C market TV buying for certain wine segments batched is unmatched in performance? And with some intelligent message construction for critical branding and triggering demand and given trial among light to heavy switchers? ROI - the only thing that matters. Or what exactly are you doing? You waste thousands talking to competitive loyal drinkers who'll never change. Why not talk to the people who might like you?)

The little label that could and and one that maybe would changed the world.

(Can an $800.00 ice wine help wipe out malaria? There is no official Microsoft or Google wine? Forget the Olympics. And can a wine buy baby food? And triple stock values and lock segment loyalty for decades? "GIVE" the non-profit wine worth millions in PR and a small endorsement by Brad Pitt or just Oprah? )

TV and Web dynamics, Radio audience and wine segments. Power Print & Posters.

(PR and Social Networks. Pairing of wines and football or a hockey team sponsorship. Anybody ski?)

Don't let your water-to-wine parlor chemistry trick get to your head you can make millions in marketing mistakes? You may already have? (This book's for you! Bud.)

Owning a segment of only 2% of wine drinkers in Canada say that would adopt this sample above not only as a regular brand purchase but better also as a birthday and Christmas gift joke, pays for this book big time (don't laugh at the profits you'll miss ). 95% of those tested will think the idea a negative and you'll still make millions? And if you don't buy this book you'll not see how with a solid marketing strategy your tactics and execution can be flawed. Many mistakes in the above ad from font to reverse and from headline to call-to-action copy. Mistakes many experts make.

(Blog, Newsletter and Seminars to follow. Expensive contract consultation available. The good stuff. Limited supply.)

See:

https://sites.google.com/site/organicwineclub/

https://sites.google.com/site/bcowma/

Contact:

organicwineguy@gmail.com

Author/Consultant: John Michael Sinclair

tojohnsin@gmail.com

Mr. Sinclair is an Internationally recognized communications expert and profit proven packaged goods expert.

Recognized by Trade, Awards, Media and Academia. (I.e. Fortune 500 Companies to Federal Political Parties plus major Retail to Packaged Goods companies - and with senior to public board experience with both bulls and bears), Pioneer in Political Psychographics and “Polling for Switchers” in Canadian Advertising and leading the largest agencies as such. Requested speaker at McGill, UBC & SFU on “Media Economics”.

Time waits no one.

Only Wine.

Project Objective:

The goal of this book from wine laws to labels and from psychology to technology done to provide a more intelligent effective branding check list. Plus provide a critical media and communications understanding than available and so evident so needed by so many Canadian Wineries for continued success domestically and in world markets.

And the recommendations here done for most wineries as far more actionable than simply theoretical wine tasting or boardroom banter and babble. The thinking that now seems too normative and too often governs these matters.

This book done for Canadian wineries whether tiny or titanic to help illustrate both major cost savings in all communications and branding from ad budget management to label printing cost tricks and how with psychographic definitions "new branding" profits can be worth millions as research has more than identified.

The book will allow that the making of wine and taste is a matter for wine masters and operations but this book should also better cue operations, marketing and wine masters to new thinking on finding markets and their special tastes. And with these new targets for branding better profit margins and/or market share expansion and far more lucrative with reduced risk and reduced exposure in R&D to launch.

Here's some numbers to consider when asking if you spend enough on advertising. For a hamburger chain or new beer entry this is horrible. For even a small winery not to play big fish in a small market like Pemberton or Revelstoke these numbers do suggest something important for advertising, trial, attrition and adoption. The fun part here is the market share distribution below which supports the oddity of segments whether wine, political consideration as party candidates or pop music? So easy to get lost and forgotten in a crowd. Will you be able to name most of the Australian wines below in two days. Most won't. Promotion is a survival strategy. Some can see the analytic value in the numbers below and will give the twenty minutes this alone deserves?

http://conferences.anzmac.org/ANZMAC2006/documents/Spawton_Tony.pdf

New Clean Personalized Video Talking Head Web Site.

Act local. Think Global. Give 'em face?

lakehillswine.ca

(Yes, you should be able to put your web home page on your business card. This small.)

How much video in a web site? Everywhere possible that it "works"?

Introduction:

Wine inventories are getting more saturated from Australian Shiraz to local Canadian Ice Wines. Boutique wines now with Internet Web Sites, Blogs, Facebook and Twitter and the other Chat Room Social Network dynamics now in play are now the biggest threat to the bigger wineries. Bigger wineries once had economies of scale for a price advantage that big retailers also once had before specialty and boutique stores with discount warehouses killed them. Some beer companies failed to understand the medium of TV on the 60’s generation while those who did cleaned-up. Wineries that misunderstand the Internet will struggle. Many wineries think their web sites are salesman and don’t see their site as over crowded unfriendly cash registers. Some see sadly their sites as art shows or tech competitions for video game razzle dazzle and that sadly has very small branding value if any to even either art or tech types.

Little mistakes are huge? I've done this kind of help before for others from Federal Political Parties in key elections and specific ridings to the largest Fortune 500 packaged goods and retail companies in North America. Even beer. However, my proven efforts with my key contribution to Internationally recognized branding for major success stories like Kokanee Beer (and also in creative) and on top of key account management - and for other major clients as well, is not actually at all indicative of my proven depth - or my full value here to wineries. Cartography and my specific studies in communication and media is and will be a major factor and probably not appreciated at first like my experience with investor relations? There is more. This book may need seminar or consulting to "finish" for some wineries while for others the mapping systems identified herein and best customized to their branding needs enough.

Cost-Value analysis for this book as such as simply being this book a little more expensive than a very good bottle of wine but easily can help many wineries sell thousands of bottles and in hundreds of ways? Or save money dozens of ways on branding communications by just stopping insane marketing fund waste and better supporting growth to threshold points so other funds not also a complete waste of time. You can tell those who know little by what they waste money on more than seeing what they do wisely. With advertising yes you can feed a person so little in quantity or nourishment and still starve them to death. Best intentions meaning not much. That's the value in this book. Real food for both important thought and action and with measurable not abstract values standing alone. And for the record this is real value that few can "honestly" offer to wineries - for those who can do just the initial math here the books already paid for itself for many.

And this books value for larger wineries either from a value audit of those in their employment or by contract who maybe misguided in such matters now simply "corrected" on a variety of matters and that can be worth millions in profit and avoidance of needless opportunity costs. This book a great buy for all those who can understand how it helps more sophisticated big winery brand management to a small passionate "gold Star" winery with solid and deserving honest quality and merit. The later my aim to most help. I can do a profit performance option to increase sales for a few hundred cases of a future brand?

This book's cost and profit help for wineries done with a key focus on wine communication facts that it appears many wine-marketing experts may very seriously also need to much better know and understand - or just review a few more times to be more cognitive. As it appears this knowledge now critical in new worlds of Internet shoppers and financial downturns that can not be ignored or given a secondary focus.

Sadly in part, this work will prove some wine marketing experts know much more about wine making and business than wine marketing or "branding communications" and have used it to cover their lack of “essential” knowledge of marketing communications. Dozens of MBA's have been caught pretending this? They do know some great stuff. Don’t get me wrong. Grapes to Glass. Taste to Tax. That's clear. And impressive in itself. But not the answer or solution to increasing profits dramatically with branding communications that makes the big difference in measured sales.

Some wine-marketing experts know web technology more than direct response research and this obvious and nothing less than tragic. This simply also gets very silly as well as expensive. That's also clear. Some even know grapes to label design award winners and socialize with first names with different rep networks than "knowing" any "functional" real basic marketing "branding communications". And that's sadly after a few glasses of wine that also more clear. Wineries maybe make a mistake going with those who simply "share their language and ritual" rather than those who can intelligently challenge and inspire.

It is important here to quickly note the depth of most MBA's even in a pure Marketing focus are in reality in specific Communications Studies not far beyond 3-5 somewhat related advertising classes at best? At best? Expectations should be adjusted as such. This appreciation of an MBA a major ptotential business cost in itself as often seen in beer companies. and as some major business school deans have documented and editorialize? MBA's are not CA's or MD's. Or branding communications experts. They read the Harvard Business Review and little of Advertising or Communications Research journals. As well they should. Sadly neither the Web experts nor most ad agency types read much either? What they do they do well. What they don’t know can kill companies and has. After that? Well, I have yet to meet an MBA or a Business School Dean able to fake depth in such distant discipline for very long. Communications and Branding more to do with psychology and now media technology than traditional business school faculties yet appreciate. I've worked with business school deans in federal elections.

Side Note: Selling in Quebec.

Below shows a nice small "C" market sample in Quebec of why some of the smarter BC wineries now there and at any price. This market, "Vaudreuil" below, west off the Island of Montreal to those who know the area, is as such highly under developed for BC wine with the high index of restaurants and cottage consumption potential there - as simply staggering. Simply the numbers below can suggest one lake front home. Literally. For reasons not addressed here a BC wine can outsell Ontario sales 5 to1 based on anti-Ontario factors plus. And right on the actual border between Ontario and Quebec. Like olives?

The French cheer for the Vancouver hockey team over the Toronto Maple Leafs and Ottawa? Montreal New York City's guest house? An Okanagan Organic Wine Association to a Naramata Wine Marketing group could intelligently roll across Quebec establishing the Okanagan as "The better Napa Valley is yours"nationalistic and pride-of-ownership team-theme" to kick start sales big time? And Kelowna has a French Community Centre? And Quebec oddly loves lakes, golf and skiing and even food and wine so don't let the language fool you. They want to visit and buy BC wine like Ontario bought BC beer. Tourism misses this with strange media buys and messages. Ron Canon with his marketing and packaged goods background could maybe help as he learns French?

Truth be told. I was an invited sort of Chomsky, Harold Innis and Marshall McLuhan speaker/parrot/fraud on media economics by McGill, SFU & UBC and worked in Federal Political marketing and paid very well with two academics and one published notable for a major university marketing text book. Point: Other scholars and respecting their skills have also demonstrate at what cost their doctorates. So I know brainy from Fortune 500 and Political Players to Academic Deans and have played prison rules with Jesuit to Jewish scholars from law to linguistics - so I also have "trust" issues. When MIT research ignores Harvard foundations I can't keep my mouth shut. So for the actuaries at just this juncture out there what are the odds something in this book will have real value for those ready for the dialogue this narrative forces. And what real value will this book have even with those with MBA's and Doctorates as well as those capable of even far more with just common sense? Much?

I do want to help the wineries of Canada for both business and nationalistic pride and profit. And ideally starting with a few favourite local Canadian wineries in the Okanagan region. Why? I'm no fool and know where one wants to live in North America as the Okanagan the jewel of the continent as many film and sports celebrities now are also discovering as with many fortunate pensioned retirees. The Okanagan a good place.

The start. Three brand and/or association exercises ideally from three different wineries or more are now being sought to work with in tandem with this book. This as to nicely validated thesis before publishing.

In concept first working with possibly the organic brand owners or a regional association or category group like Riesling or Shiraz. Or simply the sparkle stuff. "We can't call it Champagne!" a trademark I've locked. Know some tricky copyright stuff as well with "suppression of authorship" from criminal to lead civil.

Organic brand owners and all their investors and stakeholders should appreciate the "effective project management doctrine dictates" here as to best address their prime and secondary market with the very unique media and message channels other wines can't ever exploit but oddly organic wineries so long ignored. That simple.

Next a category address to new small market definitions or for focus group tests to debug. And when validated do small test markets in multiple small market efforts. This then providing a proven blueprint for large profits. The official BC BBQ wine list a hint..

This book also about helping good wineries avoid the many scams and myth from advertising rates and web page design to label research and awards and novel certification oddly differing and rep house cataloging at best as all a wake-up call to better market and thus brand communicate. Just helping. What’s in it for me? I benefit as I can get more lucrative government sponsored work in export, sell a book. Drink wine. Some seminars and consulting. And demonstrate to be be even more qualified as such than many quality wines? CEO of some big corpoate controlled winery. If good enough as just a kid to be short listed for a VP of a brewery and be on a board of directors what do I do now four times as smart?

This book, exercise and project will be done with help from various universities and government sponsorship. The result showing some of the great local Okanagan wineries both big and small in the region just how to far better use web pages, data lists and wine shops (retail or virtual) and the proven methodology for far better merchandising than as documented at present.

Retail? Would you buy a wine with a very nice label with something floating in it not at all like cork or grape? Note the visual 360 experence most would never show in a picture or web page that tours and restaurants make a public stage when cheap wall screening by faux painters can transform so much for so little. This insane? Retail and restaurant research shows what a serious mistake most wineries make in these matters. Anybody in Tourism or Hospitality going to mention anything?And often just common sense can help.

Wineries needing web page help is well documented by so many just needing help to understand why to just abandon dark and difficult to read and use web pages - and brochures that key "credibility" to "font" studies beg be justified in some small intelligent manner and as not simply "blind artistic subjectivity" as basis for such investment ignorance?

My own winery, wine store and restaurant visits as a "secret shopper" very revealing from staff training on phone use and e-mail response to shelf height and restaurant lighting use. What is a foot candle. Why are so many casino's slot machines all tuned to C major? A meal an event and must be staged as well as well prepared and planned for the pallet and the plate and peripheral perceptions. Sushi a stage show. The supporting restaurant and retail research overwhelming. What does the subliminal secondary imagining create for brand messaging? Good? Bad?

Most important for the wineries in this book is how I learned what this “all” now means to intelligent and measurable effective "branding" of wine and beyond the latest business buzz words and babble. I thought at first the business most like beer but now appreciate more retail, rock n' roll, restaurant and retail to the wine business than meets the eye.

Even how to better use noted present poor PR efforts now far "too normative" and with "below threshold" efforts just too common, must also be addressed. Why win an any award if you won't tell the proper “people who may actually buy that wine” and more of it in addition as compared to the very expensive efforts many wineries make with those who simply won't buy their wine for any reason. ROI? Preaching to both the choir and the devil both a very real waste of time and money. Time to stop that as well.

This work here when published to expose the lies used by the bad Wine Marketing Experts" about SEO (Search Engine Optimization) myth to CSS style sheets with no style and added far too few sheets to justify? Bounce-back and coupon to loss leader and hard shelf signage mistakes will also be identified. The fools and frauds hurting the wine business should be exposed. Or rehabilitated?

This book to be published by Fall of 2010 to let wineries read during winter and still be ready to exploit seasonal 2011 summer wine marketing opportunities. At least for a few selected wineries. Ideally an organic brand, and a main stream better than the box red and a very high-end white or sparkling. And if not too taxed an added two ice wine exercise. One ice wine with local small market focus and one for exotic foreign export.

The objective to provide quick proof of roll-out value in all categories to many. Local proof of what can be done when not making "same as" expensive mistakes as others. Can a large winery do things very wrong and make it appear right and many others follow? Just like how big beer companies no smarter than the smallest micro-brewery makes million dollar mistakes. And many follow their foolishness as well,

And where I have worked helping make a recognized beer company be more than very successful and from market obscurity to domination and with both creative and strategic input to management services, I find wine marketing oddly more like retail, fashion and political marketing than packaged goods only. For myself this profound? This mentioned as I started in mid-eighties as the national leader at one of Canada's top or biggest agencies in psychographic mapping as it related to trading zones and geographic monopolies to culture ghettos filled with multi-million dollar homes. I was he first to identify the mistakes made by BC Tourism with California indexing against Quebec and Ontario. Selling whales and mountains to those with whales and mountains still seems absurd and the needless dilution of taxpayer funds in advertising media below threshold much like that I witnessed by both major federal political parties either for elections or economic initiatives. Watching smart people be so wrong enlightening?

I started using the speed of Goldfarb's computer consumer data on media flows and saw early the value in advanced marketing recognizing what branding communications really means. Even Esso to major movie executives and on TV shows like The X-Files taught me other tricks far beyond beer and political marketing. As such I have many great mentors to thank and will also try to them justice in this book from past editors of Marketing Magazine like Elliot Ettenberg to various scholars and writers like Innis and McLuahan to Demming and Caples.

Even Robert Parker had a little something to teach me about branding communications. The many major ad agency media buyers who put up with me splitting hairs on demographics and psychographics also need some recognition for their kind help.

This below a good reference to now introduce a part of the "new thinking" on wine branding to follow.

NOTE: I do differ in what use the following has below for wine marketing for maximum investment value and not visible at first glance to most wineries? Forest and tree stuff.

Quickly, lets now look at how and what Constellation Wines US defined above for psychographic profiles and what it implies for Advanced Canadian Wine Branding Communications. This a small but important start?

Here's their read:

12% Enthusiasts are consumers who are passionate about the entire wine experience from researching what they buy to sharing their discoveries with friends and family.

20% Image Seekers feel sophisticated on one hand and adventurous and trendy on the other hand – they are just as likely to choose wine with sophisticated labels as wine with fun, image-driven labels.

15% Savvy Shoppers seek great wines at a great value; they enjoy drinking and shopping for wine and believe that good wines need not cost a lot of money.

16% Traditionalists want to feel that their wine is made by a well-known winery that’s been around for a long time.

14% Satisfied Sippers look for a sensible choice they can feel comfortable serving to friends and family.

23% Overwhelmed consumers, who make up the largest group, 23 percent, find shopping for wine complex and worry about making a mistake. Good shelf descriptions and retail and wait staff recommendations play a key role in their purchase decisions.

My thesis is where this above is true but better after we put it all in a blender and have and "see" a widowed senior getting off a bus going on a winery tour from out of town to the just turned twenty wine experts and lovers bycling to their local retail purchase option and for an organic wine that shares their philosophy on many things.

Add the strange web buyers who order from places and "cultural values" thousands of miles away and the hard commodity semi-savvy e-bay master playing your web site like a slot machine.

You don't look like an international player on Internet selling wine and not "ADAPTING" for Spanish, French, Chineese, Quebecois and German where Okanagan wines get a key cultural bump as "exotic" and more press worthy for PR cost-values. Too many wine to web page experts forget to mention "translation investment values' to far to many winery owners.

Working in both languages in Montreal I know the big mistake on emakes ignoring major and minor ethnic markets as well as key demographics and psychographics so key from political riding to political riding and radio and TV footprint to footprint. Print talks to those who are "not high indexed switchers" but those who only want their political bias left or right and buy/read as such affirmed. Like a wine festival/trade show. Most audience at best good for trial but low adoption unlike consumer groups better targeted and communicated with for brand adoption.

There are probably twenty different markets for just a Shiraz in the Shaunessy-Vancouver Airport market that could make millions for any small winery hitting one demographic and psychographic group properlyt and still be an unknown in West Vancouver and Island. Want to know how to brand for quick money a university wine across Canada as lucrative with low media message and sales costs from campus radio/web/print? And more than university-college economic mobility a factor here for seeding a national brand and respecting provincial laws and taxes.

When small market tests roughly suggested above above proven and valid for roll-out major investment will be comparatively very sound. Time to rethink marketing and brand management?

Here are OkanaganWines.ca page view rankings for August of 2006. These numbers are calculated based on the 7357 page views of the top ten wineries only. The statistics do not include search engine traffic, or any other automated process; these page views are only collected from actual "live persons".

Winery Page views Percentage

Burrowing Owl 1207 16.41

Quail's Gate 1074 14.60

Mission Hill 851 11.60

Blasted Church 739 10.04

Gray Monk 668 9.08

Cedar Creek 652 8.86

Hillside 562 7.64

Greata Ranch 562 7.64

Arrowleaf 523 7.11

Summerhill 519 7.05

For the sake of argument only I'm now guessing the polling error value when better qualified be less than 8%? With SEO (search engine optimization babyish at best we can use this to index to reveal much with a qualifying survey of wineries. And should wineries want to help this knowledge base with the brand and purchase numbers bounced from this web site and defined as either from simple listing, testimonial or PR related brand communications impact. We look at Google analytics and their importance in this book as well and in the near future.

The ability to see the impact of small market TV ads and radio to even small flyer drop print coupon efforts again as to to "actually" drive web site traffic and purchase for new user and "switcher" trial the most intelligent way to brand test and brand invest. Page analysis by default provides brand information no other media can. Unless combined and understoofd within all branding and multui-channel communication. A small taste sampling with web site identified coupon can be very revealing and inexpensive as with coding just staff business card web page kickers.

Sample Google Web Page Analitics.

SEE: http://www.google.com/analytics/

Sign your Winery web site up and all pages ASAP

Measured market movement of selected local brands will serve as support for this new "design thinking" for branding communications as used in this book for the new effective new world wine branding communications.

Design thinking used here with a focus with respect to almost exclusively to Branding Communications. The same "design thinking" the Harvard Business Review and other such Ivy League business schools media now babble about and if I'm lucky as will a few local wineries very soon.

I will as such also need to review "rainbow" and "pancake" management theories in effective wine branding communications management. A review that may reveal as solid fact that in reality that the temp receptionist as at any business (and with effective probing and polling) may know more critical information about profitable Wine Branding than most Winery Owners? Makes a great debate over wine? May make millions for others who can see the simply obvious as most can't. Visible never means seen or cognition. Retail facts prove this.

Some will understand and some won't. As happens in all matters. Too bad for the ignorant and/or arrogant blinded by their own previous success dong no more than riding industry growth trends and the odd short-term novel marketing gesture just kinking a sales curve.

These "short-term" wine branding communications and web experts are exactly just like those in real estate thinking their success a personal factor and one of vision. But both now exactly the same and both now lost at what to best do when marketing now more critical to survival than simple market listings and ridiculous price inflation. And all based on forced speculation on land and credit that was clearly all that fed the glory days. For both profit and any ego affirmation required without merit. Those days of wine and houses gone. Back to real business realities.

Strategy saves and makes money. Systems better than dynamic factors in vision.

Contract availability and public seminar series to follow in BC region and after taken across Canada with Federal and Provincial Export Funding Support a given. Maritime wines have a charm all New England can enjoy with clam chowder. And includes New York and Jersey. Southern Ontario wineries may need a review of Coke and Pepsi case studies and what Motown does to Wine there like Dylan did for Apple Computers.

Simple addition shows that there are far more wine "making" experts than "real" wine "branding and communication" experts? Supply and demand factors do what to elastic pricing for increasing cost-values and future net earnings impact and trends as best management practices dealing with standard PMI defined risk? Less experienced and specifically educated wine makers like wine branding communication experts not of much value to creating a good name. Those

Wineries that don't budget thinking and funds proportionally for marketing like fashion and film studios to beer and burger franchises may be from another business world? What are sophisticated investors and bankers to think?

Even the very smallest winery/broker and budget can't ignore the many small market wine opportunities: Why wouldn't a Kelowna wine want to be the web page wine most ordered from Revelstoke locals to Kicking Horse - Banff ski tourists? Or just being the darling in Greenwich Village and Yale or Montreal's University Ghetto's? Simply by branding owning the Montreal student Ghetto could force winery shift work just like when a small mountain brewery decide to "Stand Out" and put millions on the bottom line.

Wine I discovered not so much like beer as it more resembles political matrix marketing so my beer experience with small mountain breweries for wine oddly dwarfed by my national retail and federal political marketing depth with "B" & "C" markets in helping wineries. Creating a Kokanee Sasquatch as a gold standard in Jungian branding thus dwarfed by turning for a prime Minister a key right wing federal riding left and challenging 7-Even Southland head office to "Warm up their Winter" with shoulder and low competitive noise season efficiencies. Proven template and blue print ,stuff ready for a smart small winery or whole regional wine association as other regions have where Canadian Wine mention completely absent? If some small organic winery aimed to simply be no more than the fashionable wine at Berkley. Hollywood will follow. A large winery could literally own a trademark and market and competitive barrier and sitting right under their nose. Costing millions in missed opportunity costs.

Preface:

After studying the Canadian Wine business and major related marketing, communications and wine marketing research, I came to some very dramatic conclusions. Like the Chrysler turn around thinking that the sales man is 80% of the sale, maybe the selling of wine also the 80% of "real branding" that closes the sale? And wine is packaged goods and follows all packaged goods trends and exceptions exactly. Wine has a fashion from labels to taste. Even leads.

The brand matching targeted effective segments and their expectations for taste to type face the whole wine business game. Most just guess, have visions got lucky with whole market generic consumption trends and market naivete with early days boomers in their confusion caoius and ad noise and word-of-mouth fabrication and myth now all changed with ew Web 2,0 Internet and Robert Parker Twenty years of research after confirms all of it.

The kids understand Facebook to Twitter type social network marketing and how it helped Obama become president but too often fail to employ proven marketing and communication factors as they have neither the education or experience with either other than a half dozen buzz words awkwardly used.

The key thing to again clearly note about my claims here is the centered focus and not my proven success in my bio from military to macaroni and beer pints to business print services but the “Polling for Switchers”? “Polling for Switchers” as it impacts every wine club and web wine sale to label type font to retail merchandising and winery signage.

Yes, I came to some very dramatic conclusions. Very dramatic “financial” conclusions for selling a small limited supply brand or even a whole major winery ownership buyout. Or buying a winery? And it applies to the smallest winery to the big parent owned monsters also not wine-marketing very well as well. Dramatic bottom-line factors and conclusions that I now welcome any to debate in my blog or any open forum. This in a court of public opinion welcoming more expert and diversified testimony mixed with clever opinions (pro or con) and novel expressionistic efforts to note as more fair to all.

This choice of forums as to let others best judge what is passion and perspective and what is reasoned and researched. Educatinge the wineries one way or another? Great time to expose those who are fools and frauds and who can both demonstrate actuarial to empirical proof and postulates with reasoned research references and not simply (and the norm) selected pontificated antidotes and myth filled case studies many even full of sound and fury. As always and in most cases those who have any valid critique left to cowardly whisper in secret and as such more than transparent and certainly suspect. I’ll be very clear.

So let’s get to the meat fast to best help my potential critics.

My primary thesis within a focus of “Polling for Switchers” is that:

“There is little of portable value in even a great wine served in a blind taste test to a sampling at a liquor store. Or any other promotional events with silent labels selling in highly competitive and saturated forums”.

Note: The at-home experience and restaurant studies for wine marketing from MIT and Stanford to Cornell and UBC will also be examined as well. The technology tested in Chile to perfect wine as art (with science?) will also be qualified with California wine marketing for new tips and tricks. Great Wine deserves great Marketing”

Understand my claims clearly: The very-very few who can taste “the brand difference” is an issue in “wine making” with little “meaningful proportional impact” in “wine marketing” other than to “credibly message” these testimonials of unmeasured value to be even be considered effective or optimized. And most wineries fail at this as well. Yes even great wines fail at “credibly messaged” communications and bastardize most sound “branding” strategies.

This evident from wine labels to web pages ignoring basic packaging research and direct response marketing facts from text size, choice and use, to colour, coupon, and some synergy of holistic branding understood. Advertising media use, frequency, size, copy and production logic also of note how great wines can fail.

Experts are less a market influence than appreciated just as the Major British and American Medical Journals have what ‘real” economic and market influence in containing vitamin sales and as refereed to nicely in political marketing as “non-switchers” and worst competitive testimonial noise? Most people who like music dislike most music.

Great wine like a great book poorly promoted and left to very long term return on investment in word-of-mouth simply bad business combined with great wine. Word of mouth gets drowned in a world of multi-channel information overload and access. A silly desktop solitaire card game could be the final barrier to a high profit margin web wine case sale. Times 200. Tonight? Fact.

My research and reviews covering Sloan and Stanford to Cornell to Concordia and Carlton and a little from UBC stuff and some SFU communications research reference and the odd Carelton reference, Two of my Schools of note with those who invited me back to speak on media economics. Why the accounting department and higher ups in engineering firms to beer companies appreciate me. Real numbers.

In part as such I can now make the following Wine Marketing & Messaging recommendations. First for clarity and with no apology I am not a Wine expert but clearly now a Wine Marketing Expert. If wine depth is needed Robert Parker and a plethora of wine related web sites and blogs can facilitate better than most humans or expert you are or know. Corksavvy.com and The Wine Advocate can teach and/or lead you to everything. When Google selects to own Vinoogle the game will change again. The name and company need not be Google.

What’s on the line?

If you don’t want to be one of the very poorly advised and supported big and small wineries as documented and very poorly counseled from labels to web sites. And left embarrassed with investors and bankers with vinegared poorly made marketing and thinking that you just sell shiraz to shiraz and shirah drinkers and mostly based on unportable taste and another “quality image” thrown on a shelf digital or oak as “branding”. Added with some sales rep’s divided effort and promotional material wasting thousands sometimes in “minutes” you should read a little bit about the real truth in Advanced Wine marketing below. Read my blog. Or attend my seminars or we should talk contract.

There are warnings and recommendations below only the very uneductaed, arrogant or both, to fools and frauds can ignore at their peril. Honest quality wineries deserve this help. And the very possible consumer and even criminal frauds certainly don’t.

Again much well documented from advertising misrepresentation by those in a breach of fiduciary mandate with negligence to brilliant award winning labels that also have little marketing impact to advanced web site authoring tools for web site construction and even other retail illusions all misleading need to be exposed.

Very important recommendations will follow if ignored will cost some wineries hundreds of thousands in mistakes in marketing and merchandising to messaging as a majority of wine marketing efforts in BC far more than prove. And as irrefutable fact other than for fools and fanatics. And your hot web company and ad agency as such simply no better than a cheap table and equity red.

Much missed by many. As always. From winery basic merchandising restaurant rules being almost totally ignored and worse with great kitchens a classic tragedy in marketing and when winery wine stores shelving and signage simply sad from strategic to tactical use can you drink enough to ignore?

Marketing, merchandising and messaging.

My limited legal studies enough to understand marketing as per provincial legislation to international export legal themes.

My first mistake was thinking the wine business like the beer business when far more similar to politics and retail with more varied demographic and sub psychographic and geographic trading zone factors even more critical and other skews defining the investment maximization for wine marketing people.

What is a Switcher and Opinion leader relationship? What is a brand relationship with an adopter and not a cheap brand flirt?

A profitable retail listed $21.00- $28.00 Merlot or Cab probably has eight different markets to target after analysis of demographics, psychographics and trading zone geographics. Better pick the right target for media and message costs or you’ll lose money you can’t afford to lose with added oppourtunty cost as hidden a seious cost as malicious obedience and never one of my faults as you’;ll note reading this. If there is even just one too many “yes- men” around you maybe a “no way guy” like me more helpful? I help the best avoid mistakes in many ways and also amke money from smart marketing to messaging.

Test Question:

The story goes the head of the Rolex Watch company was asked how the watch business was going and replied he was “not in the watch business he was in the fashion business”. What business is the Champagne in? Designer jeans more profitable than designer dresses. Volkswagen more profitable than Rolls Royce.

If the poverty that top quality artists and many jazzz greats enjoy there is merit I have empathy for. If you wish to make an honest quality wine and not be compromised by marketing factors and fools read on.

Quickly, lets now look at how and what Constellation Wines US defined for psychographic profiles and what it implies for Advanced Canadian Wine Branding Communications?

Here's their read:

12% Enthusiasts are consumers who are passionate about the entire wine experience from researching what they buy to sharing their discoveries with friends and family.

15% Savvy Shoppers seek great wines at a great value; they enjoy drinking and shopping for wine and believe that good wines need not cost a lot of money.

16% Traditionalists want to feel that their wine is made by a well-known winery that’s been around for a long time.

14% Satisfied Sippers look for a sensible choice they can feel comfortable serving to friends and family .

Add the strange web buyers who order from places and "cultural values" thousands of miles away and the hard commodity semi-savvy e-bay master playing your web site like a slot machine.

When small market tests roughly suggested above above proven and valid for roll-out major investment will be comparatively very sound. Time to rethink marketing and brand management?

Winery Page views Percentage

Burrowing Owl 1207 16.41

Quail's Gate 1074 14.60

Mission Hill 851 11.60

Blasted Church 739 10.04

Gray Monk 668 9.08

Cedar Creek 652 8.86

Hillside 562 7.64

Greata Ranch 562 7.64

Arrowleaf 523 7.11

Summerhill 519 7.05

Sample Google Web Page Analitics.

SEE: http://www.google.com/analytics/

Sign your Winery web site up and all pages ASAP

Strategy saves and makes money. Systems better than dynamic factors in vision.

EDITING REFERENCES

Journal of consumer research

http://www.jrconsumers.com/index

The Advertising Research Foundation

http://www.thearf.org/

The Journal of Advertising Research

http://journals.cambridge.org/action/displayJournal?jid=JAR

Pictures for book cover on left for concept test direction only. See art file reference for test covers.

RESEARCH NOTES:

The Leaders of the Pack

from:

h ttp://www.winebusiness.com

In a fiercely competitive industry estimated to have been worth over $19 billion dollars in the year 2000, winemakers are turning towards crafting premium wines that are able to carve out a definable niche in the marketplace. Conversely, in terms of case sales, anyway, the top four brands are primarily low-end bulk wines.

Perhaps not surprisingly, these four brands have little attention paid to them in the advertising arena. Those who are purchasing in this segment aren't likely to be swayed to 750-ml bottles, no matter how many times images of Gina Gallo, Bob Trinchero or Robert Mondavi are presented to them. According to an Adams Business Media study, Franzia tops the industry with case sales of 20.2 million, nearly double that of its closest competitor, Carlo Rossi at 10.3 million. Livingston Cellars and Almaden round out the top four, both with 9.4 million cases.

These brands are likely to top case sales for several more years; other domestic wineries are not clamoring to challenge the labels. Hock elaborates. "The segment has been eclipsed. If anything, what our company has done is move to premium and super-premium wines."

Competitive Media Reporting relates that Franzia, a part of The Wine Group, spent $4 million in advertising in 1998 (earning a first-place finish in 1999 sales). Interestingly, in the same time frame E & J Gallo Vineyards were placed fourth overall with case sales of 8.3 million and advertising expenditures of just $4.4 million. Data for the year 2000 drops E & J Gallo Vineyards to fifth place, with 7.2 million in case sales (over a million case sales lost), but a whopping $23.6 million spent in advertising efforts.

The real battle for market share, and advertising money, are premium wineries competing for representation among top-selling brands. As stated before, Gallo spent over $23 million trying to convince shoppers to buy their product. It can be assumed that the lion's share of that was spent promoting Gallo of Sonoma and Turning Leaf, brands that have been well advertised of late. Meanwhile, Sutter Home earned a top-10 brand placement with 7.2 million case sales and $3.9 million in media spending.

Woodbridge, a Robert Mondavi brand with $9.8 million in media expenses, sold 6.3 million cases in 2000. According to Foster, Woodbridge is the industry leader in terms of dollar value sales. Beringer, who also spent a significant amount of money on media ($6.2 million), sold 5.9 million cases of wine.

If 1998/1999 data and 2000 data are compared, wineries that are developing focused consumer identities through advertising are generally maintaining or gaining market share. At the same time, other brands that don't have significant consumer face time have dropped down on the list. If the quality of the wines remains the same, sales increases may be attributed to better brand awareness by consumers. A loss, as was the case with Vendange, can similarly be attributed to a disconnect between the brand and the consumer, either through a lack of advertising or an increase in the consumer block who lack of awareness of the brand.

The Wine Market Council, whose own advertising efforts have been detailed at length elsewhere in this magazine, released a report in 2000 that makes much the same conclusion. "Very recent gains in table wine consumption may also be attributable to increasing advertising expenditures by major brands, and the evolving tone of such advertising," the report stated. "The gains in advertising expenditure indeed translate into gains in share of mind among target audiences."

Overall, the Wine Market Council estimated total wine advertisements to be $87 million in 1999; Adams Business Media, on the other hand, estimated that expenditure at around $120 million. Both sources indicate a drop in 1999, though, from 1998's record advertising purchases ($98 million and $131 million, respectively). Did the advertising in 1998 work? Well, the Wine Market Council indicates that sales in 1999 reached 195.3 million cases, an all-time record.

ICP-MS Relationships

Fingerprinting of Okanagan Valley wines using ICP-MS relationships between wine composition, vineyard and wine colour

J.D. GREENOUGH ¹ ^, ³ , H.P. LONGERICH ² S.E. JACKSON ²

¹ Department of Earth and Ocean Sciences, University of British Columbia, Okanagan University College, 3333 College Way, Kelowna, B.C., Canada, V1V 1V7 ² Department of Earth Sciences, Memorial University of Newfoundland, St John's, Newfoundland, Canada, A1B 3X5

Correspondence to ³ facsimile 1 250 470 6005, e-mail jdgreeno@okanagan.bc.ca

KEYWORDS

ICP-MS analysis • wine • soil • Okanagan Valley

ABSTRACT

Analysis of elements in wines by Inductively Coupled Plasma-Mass Spectrometry (ICP-MS) may help protect prestigious wineries from counterfeit wines and permit source confirmation for government certification. Thirty-three elements were determined in 17 white and 10 red wines from 13 Okanagan Valley (B.C, Canada) wineries. Multidimensional scaling (MDS) shows that red wines are similar to red wines and white wines similar to white wines. Apparently processing (contact between must and skins during fermentation) affects Li, Zn, Mo, Mg, Ba, Ca and P. However, wines from grapes from the same vineyard tend to be most similar, regardless of the vintage, grape variety or winery that processed the grapes. This implies that wine element 'fingerprints' are relict soil signatures that survive metabolic and winery processing. Elements in wines behave according to geochemical water solubility principals indicating that soil Eh, pH and complexion agents affect element uptake. There is no clear relationship between vintage year or grape variety and wine element composition. However, discriminant analysis indicates that combinations of elements (˜6) from several geochemical groups can accurately classify the wines according to vineyard. Twenty-five elements (Cu, Ni, Ca, Fe, B, Mg, As, Sb, Mn, Sn, P, Al, Zn, U, Sr, Cr, S, Co, Ba, La, Mo, Ti, Pb, Ce and V), determined with high precision by ICP-MS, correlate strongly with vineyard of origin. The limited number of wines available for study requires that conclusions be confirmed with future testing.

Manuscript received: 21 May 1997

Critical success factors for wine tourism regions: a demand analysis

Donald Getz

^aand Graham Brown^b

^aFaculty of Management, University of Calgary, 2500 University Drive, N.W., Calgary, Alberta, Canada T2N 1N4

^bInternational Business School, University of South Australia, Adelaide S.A.

Received 16 December 2003; accepted 20 August 2004. Available online 19 November 2004.

Abstract

Exploratory research was undertaken to examine the level and characteristics of demand for long-distance wine tourism among wine consumers located far from wine regions. In this paper specific attention is given to the importance attached by wine consumers to various destination and trip attributes when deciding upon a wine tourism experience. A convenience sample of 161 wine consumers in Calgary, Canada, provided data for a factor analysis that reveals the core wine-related features, in relationship to general destination appeal and cultural products. It was determined that highly motivated, long-distance wine tourists prefer destinations offering a wide range of cultural and outdoor attractions. These preferences are compared to previous studies of critical success factors according to wine and tourism-industry personnel, and to the general literature on wine and food tourism. Implications are drawn for wine tourism theory, and practical implications are drawn for the development and marketing of wine tourism destinations.

Keywords: Wine tourism demand; Destination attractiveness; Critical success factors for destination development; Wine tourism theory

Article Outline

1. Introduction

2. Literature review: wine tourism and the appeal of wine regions

2.1. What is wine tourism?

2.2. The appeal of wine regions

2.3. Who is the wine tourist and what do they want?

2.4. Critique

3. Methods

4. Results

4.1. Profile of the calgary respondents

4.2. Previous wine-related travel