interesting and novel experiences that are wine-specific. These include educated servers enthusiastic about wines and glassware, glasses to showcase unique features of certain wines, like aroma and bubbles, and foods and merchandise designed to complement wine. Wine industry leaders benefit from supporting wine-related training, diversity hiring, culinary experiences and efficient packaging. North Bay professionals can lead the industry by improving wine quality in accessible containers, says Tim McDonald, founder of Wine & Spirits Spoken Here, a Napa-based marketing firm. “Over the past 20 years, Trinchero Family Estates greatly improved the quality of the bag-in-box wines it produces for Target, as the store’s house brand Wine Cube. Such options help consumers who cannot afford expensive bottles of wine enjoy popular wines, especially in group settings,” says McDonald. North Bay leaders are keeping in mind they may be able to increase sales by growing their presence in the global wine market. Worldwide, the alcoholic beverage market is projected to grow by 0.8 percent by 2025, according to data from Statista, a business and intelligence platform headquartered in Hamburg, Germany. This is true even though the American market for alcohol is expected to shrink by 0.1 percent by 2028. North Bay industry leaders are committed to continually evaluating the costs and benefits of attending international trade shows. They can also explore avenues like the U.S. Department of Agriculture’s Market Access Program, which expands opportunities for American exports around the world. At the same time, North Bay wineries can continue traditional marketing efforts like promoting tastings for newlyweds in the drive-in market. Such experiences build memories and may lead to return trips for family celebrations. One of the region-specific hurdles for North Bay wineries is the struggle to create unique advertising. There are hundreds of wineries in Napa and Sonoma counties. Many use the same descriptive phrases, such as “boutique” and “family-owned,” according to Brandt Hoekenga, founder and creative director of TIV Branding, a Santa Rosa-based creative agency. “A new angle will drive demand for a winery’s best products.
“The wine industry should work on emerging guidelines from the U.S. Food and Drug Administration. The idea is to explore new ways for consumers to stay within recommended limits,” says Dale Stratton, managing director of Azur Associates, a Napa-based marketing and financial advising firm. Stratton is also an analyst for the Wine & Spirits Brandt Hoekenga, founder and creative director of TIV Branding in Santa Rosa. [Photo courtesy Brandt Hoekenga]
This is what Russian River Brewing does with products like Pliny the Younger. Starting a trend for certain wines would open the door to sharing other wines,” said Hoekenga. North Bay wineries can also realize an advantage when they learn how to create good vibes for word-
“What happens in Napa especially resonates everywhere else.” —Paul Mabray, former CEO of Pix.wine
Wholesalers of America. This position involves gathering information and making findings for SipSource, a wine and spirits database with information about over 60% of wholesale products by volume from distributors in 50 states. SipSource’s 2024
market outlook states there are more diverse consumers than in past decades. Recently this audience has concentrated on spirits more than wine. Consumers are excited about other drinks because there are so many choices to explore. The list includes hard kombucha, hard seltzer, bar-made and canned cocktails, cider and a huge range of craft beers. Wine’s no-alcohol competition spans new no-alcohol beer, spirits and apéritifs to cannabis-infused drinks. Health-conscious venues also sell teas, flavored water and probiotic sodas. Promoting wine as a category can involve developing
of-mouth campaigns. “When you’re hosting a regular event, like a concert series, the staff has to be friendly and thoughtful. The music has to be good and the food and wine have to be high-quality. That’s how Hook & Ladder Winery in Santa Rosa got us to engage with their brand on a regular basis,” said Hoekenga. Marketing online and far away Two bright notes from McMillan’s report were that total premium wine sales by value are set to improve and premium wineries will take small bottle increases in 2024. Working with
30 NorthBaybiz
March 2024
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