7 thoughts on “Marketing by Pulling Corks

  1. John,

    reading your blog is a breath of fresh air. Everything your are writing in this article has happened to me over the years spend hitting the streets and unfortunately the younger supplier end of our industry is more concerned about “spending time” with the sales force than “showing drive and focus” to that same sales force to benefit from the mass effect.

    Fortunately, that helps the best ones succeed.



  2. John, without a plan based upon sound strategy very little has a chance to succeed. In chaos, there is always opportunity if you are prepared to take advantage of those opportunities.

    If the executives / winery owners don’t already have database / spreadsheet files filled with information they better get someone to fire up their PCs, get their typing fingers stretched out and get to work.

    For those brazen enough to ignore your advice, may I kindly suggest that they start researching their next career.

    There is no business sector, no industry that has not been touched by what is happening on the street…everyone needs to put the past in the past, role up their sleeves, and start turning over EVERY rock that has any potential for business.

    But do it with a plan!

  3. It seems there are a couple items not covered here. Key competitors per account, account market position, account comsumer profile, depth of market.

    Further targets and fine tunes approach messaging.

  4. Pingback: Twitter Trackbacks for Marketing by Pulling Corks « Think Wine Marketing [thinkwinemarketing.wordpress.com] on Topsy.com

  5. Preaching to the choir, and the choir loves it. As you said, everything old school is new school again. You can’t ID problems to overcome if you’re never out where the problems actually are. At the core, well, you need to do the basics brilliantly.

  6. “Although it’s been anecdotally reported that there’s been a seismic segment shift away from wines on wine list selling for more than $100, sales above this apparent point of price sensitivity have indeed slowed but have not ceased.”

    More than anecdotal – our 800 member Wine Opinions trade panel (including many distributor and on-premise salespeople) confirmed in surveys this summer that there has been extensive trade-down both in bottle sales over $60 and by-the-glass over $15. However, our consumer research shows that core wine consumers have not forsaken these restaurants and wines entirely; a lot of the decline has been driven by declines in traffic, and even those who say they have been severely impacted financially will splurge occasionally. So as you point out, there are still some opportunities out there.

    Leaving that footnote aside, this was a very good article on the the basics of restaurant distribution.

    Christian Miller
    Wine Opinions, Full Glass Research

  7. Pingback: Reflections of a Wine Business Blogger « Think Wine Marketing

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