This article provides tips on how to get more revenue per customer. It focuses on two kinds of variety seeking wine drinkers along with some ways that you can build more loyalty with them by shifting your wine selection, presentation, personal brand, and promotions. The tips are easy to implement and very effective.
Variety seeking wine consumers (those that want to buy many different bottles) are valuable because they are prepared to spend more per bottle than variety avoiding consumers (buyers that buy multiples of the same bottle). If you’re looking to increase your revenue per taster, variety-seeking consumers are the place to look. On the other hand, they are not very brand loyal since they need a high level of variety. They shift brands to meet their need for variety since most brands only offer limited product. And there are thousands of new wines each year for them to try across the range of brand offerings.
We will cover the image seeking and enthusiast buyer types since they are the most variety seeking of the 6 buyer types we usually discuss on VineTutor. You can read more about these two types in our previous article here. This article also integrates new research, found here, about how these buyers make their buying decision.
Wine is an information-intensive product. There’s so much to know about each bottle. You don’t need to share everything about the wine with your buyers. You just need the right information.
For both experts and image seekers, limit technical information about the wine. Also, stay away from simple wine facts, such as the kind of grapes typical to a specific regional blend. At Vinetutor, we sometimes use the term “foundational wine knowledge” to describe this kind of information. Experts will likely already be familiar with this kind of information. For image seekers, this information won’t influence their opinion of the wine.
Instead of a long speech, let there be more time for the taster taste the wine and form their own opinion. Our recommendation is a 15-second description of each wine. Start with flavor descriptions in plain-English. Use language that resonates with the taster’s palate. Read about palate types here.
Next, add information that is relevant to this person’s buyer type. For image seekers, stick to subjective information. An example of subjective information in wine would be a rating. How other people view the wine will be important to this person.
While a rater may be world-renown, you may or may not agree with their take on what makes a good wine. That’s what makes the information subjective. Not everyone agrees on it. But, it will still have value to you image seeking taster.
For the enthusiast, talk about something unique to this wine in terms of vineyard management or winemaking techniques. You want the wine to seem artisanal and hand-crafted as possible.
Finally, close out with a joke. Wine tasting presentations should be as fun as the wine drinking, in my opinion. From there, let the tasters lead the conversation.
For the image seeker, pick the trendiest wine, the wine from the most prestigious winery or the wine that won the most awards.
For wine enthusiasts, pick wines that represent a new category of exceptional wine. Or choose wines that are a great example of an existing category of wines. You are likely to find these wine gems at more artisanal, smaller wineries and in up and coming wine regions.
You may also consider adding more depth to your line up. There are a few ways to do this. You can have several vintages of the same wine available. Or, you can have similar wines from several wineries you respect. Let your tasters taste across these and compare. That will be heaven for a variety seeking taster.
If you only sell wines for a single producer, you can add variety by showing guests how the same wine could be used for different occasions. For example, show them how a wine could be paired with red meat, poultry, and vegetables. This will make the wine seem more versatile. They might just choose it for more occasions.
Your personal brand is your story. It’s the values you want to share with your audience. You need that story to match the values of your audience. In this case, your audience is your wine enthusiasts and wine image seekers. What we want to talk about here are the values you want to share with them.
For the image seekers, you want to be perceived as aware of mainstream value markers. What brands of clothes are seen as prestigious? Is your car a luxury make and model? Do you know the most important critics, regions, wineries and wine competitions? Your marketing and sales should ooze with this kind of knowledge.
Perhaps more importantly, you need to show them that you know what’s next in the wine world. Which critics, regions, wineries and wine competitions should they be looking to as next in line for prestige? These are the kinds of trends that interest image-seeking wine buyers.
Enthusiasts want to know that you can point them towards #winegems. So, you should be informed about innovative new vineyard management and winemaking techniques being used to make exceptional wines. Talk to every artisanal winemaker you can to stay up to date on this information. You’ll probably have some fun tastings while doing this research. It’s not a bad deal.
As was mentioned in the introduction, brand loyalty is not as important as variety is for enthusiast and image seeking tasters. Developing targeted sales and promotions will encourage these kinds of buyers to stick with you.
A wine club of the previous month’s best-sellers could work for both kinds of tasters. For image seekers, the wine has the rating of the other tasters embedded by its inclusion in the club. That’s an important piece of information for them. For experts, make sure that you know what’s unique or artisanal about each wine included in the club. What makes this wine exceptional?
You can also offer discounts across your product range rather than for a single product. Discounts can be applied to any wine so that variety-seekers can buy a range of wines at an attractive price. Bulk sale discounts of the same wine should be avoided.
There are really only two ways to build your business. Get more people into your tastings. Or, you can fetch higher sales from your current level of tasting activity. This article focuses on the second way to build your business, by targeting variety-seeking wine drinkers more effectively.
Even though variety-seeking customers present challenges, they are worth the effort. These are the buyers that spend more per bottle. If you get your sales and marketing techniques right, you can craft a message that will help you sell your more expensive offerings. In this article, we discussed how your wine selection, presentation, personal brand and promotions can be tweaked to excite these buyers.
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