Wine and Relationship Marketing: Cultivating the Customer for the Long Term

摘要

What business are you in—the fine beverage business, the lifestyle business, or the destination tourism business. While the bottom line is making wine and selling it at a profit, it's important to acknowledge the influence that brand identity playsin the success of any given winery. While you think your winery's story and reputation for quality are well-established, it's what the consumer thinks, especially considering your wines against the competition, that counts. There are over 6,000 brands onthe U.S. market, and a recent market segment study by Constellation Brands concluded that by far the most typical U.S. wine consumer is intimidated by the daunting range of choices on the retail market and has some anxiety about making a mistake in their purchase.