What characteristics do you value most in wine, and how did you communicate them to achieve your goals?
Posted: Sat Apr 19, 2025 10:57 am
The wine sector is characterized by being an extremely competitive and fragmented industry . There are numerous brands and styles of wine by grape type, region, country, etc. This offers great opportunities for consumers who can experience different styles of wine, but at the same time, it poses a major challenge for wineries looking to position their brand and communicate their values . It is essential to differentiate, highlight the brand's unique strengths, and offer something beyond a bottle of wine. Here, experiential marketing plays a crucial role in standing out. Offering experiences such as wine tastings, gastronomic experiences, or consumer education in an entertaining and fun way are different ways to communicate brand values and build consumer loyalty .
You then became a brand manager for major Spanish wine brands such as Berberana, Marques de Monistrol, and Marques de Griñón. What channels do you use most to promote and publicize your wine brands? What types of marketing activities/events did you costa rica mobile database organize, and which ones were most effective?
Part of my job involved implementing trade marketing initiatives such as on-pack promotions for consumers, wine tastings at the point of sale, online competitions on customer websites, packaging, signage, and so on. Incentives for point-of-sale staff also worked very well. Participation in wine fairs and events is very important as they provide an opportunity to listen to and get to know consumers better .
However, the online channel was also crucial for promoting our wines. We launched the first wine customer loyalty program with a very simple mechanism: for each bottle of wine purchased, you earned points that could be converted into prizes. This allowed us to generate a huge database of loyal customers with whom we could interact and communicate through email campaigns segmented by customer profile.
You then moved on to work at The Haciendas Company, where you've been for six years. This luxury sector company works with premium wines and restaurants, as well as luxury wine hotels (including spas). What are the unique features of this sector when it comes to developing brand strategy and communications?
Within the same winemaking group, we developed the premium wine, gastronomy, and hospitality division called The Haciendas Company. This spectacular yet ambitious project, now a reality, offers consumers a comprehensive 360° lifestyle experience . Enormous synergies arise between these three sectors. Customers who enjoy the finest wines also value haute cuisine: quality Spanish products such as pure acorn-fed Iberian ham, cured cheeses, and extra virgin olive oil. They also enjoy traveling and fine dining. This is particularly attractive to a high-profile international consumer who visits Spain and enjoys all the pleasures of the region. This is very powerful for Spanish companies that showcase their products and offer this customer profile unique experiences based on the best products Spain has to offer.
What strategies did you use to attract and retain customers? In which areas did you invest the most?
One of the most important strategies for customer acquisition and loyalty was the development of The Haciendas Club , a private members' club focused on the products and services I mentioned earlier. This Club allows us to create brand ambassadors who, after joining the Club and trying the products and services, recommend the Club and spread the brand's values to their community.
We invested in developing a robust CRM and in the Club's online and offline communication tools , as well as launching activities and events related to the Club for members.
You then became a brand manager for major Spanish wine brands such as Berberana, Marques de Monistrol, and Marques de Griñón. What channels do you use most to promote and publicize your wine brands? What types of marketing activities/events did you costa rica mobile database organize, and which ones were most effective?
Part of my job involved implementing trade marketing initiatives such as on-pack promotions for consumers, wine tastings at the point of sale, online competitions on customer websites, packaging, signage, and so on. Incentives for point-of-sale staff also worked very well. Participation in wine fairs and events is very important as they provide an opportunity to listen to and get to know consumers better .
However, the online channel was also crucial for promoting our wines. We launched the first wine customer loyalty program with a very simple mechanism: for each bottle of wine purchased, you earned points that could be converted into prizes. This allowed us to generate a huge database of loyal customers with whom we could interact and communicate through email campaigns segmented by customer profile.
You then moved on to work at The Haciendas Company, where you've been for six years. This luxury sector company works with premium wines and restaurants, as well as luxury wine hotels (including spas). What are the unique features of this sector when it comes to developing brand strategy and communications?
Within the same winemaking group, we developed the premium wine, gastronomy, and hospitality division called The Haciendas Company. This spectacular yet ambitious project, now a reality, offers consumers a comprehensive 360° lifestyle experience . Enormous synergies arise between these three sectors. Customers who enjoy the finest wines also value haute cuisine: quality Spanish products such as pure acorn-fed Iberian ham, cured cheeses, and extra virgin olive oil. They also enjoy traveling and fine dining. This is particularly attractive to a high-profile international consumer who visits Spain and enjoys all the pleasures of the region. This is very powerful for Spanish companies that showcase their products and offer this customer profile unique experiences based on the best products Spain has to offer.
What strategies did you use to attract and retain customers? In which areas did you invest the most?
One of the most important strategies for customer acquisition and loyalty was the development of The Haciendas Club , a private members' club focused on the products and services I mentioned earlier. This Club allows us to create brand ambassadors who, after joining the Club and trying the products and services, recommend the Club and spread the brand's values to their community.
We invested in developing a robust CRM and in the Club's online and offline communication tools , as well as launching activities and events related to the Club for members.