Wine Communications is in the Tank (and Why the Consumer Doesn’t Care About Your Wine)
Monika Elling
CEO + Founder | Fractional CMO | CPG Brand Architect + Strategist | Wine + Spirits | Strategic + Digital Marketing | Nutritional Psychology
Next week on March 7th, I will be delivering the keynote address and conducting a session on "The Power of the Brand", as a part of the National Wine Marketing Conference at the Eastern Winery Expo. I intend to lead an interesting and thought provoking discussion on what successful producers need to consider in order to thrive.
With the explosion of brands bottlenecking channels of distribution, there is a need to highlight the dramatically changing landscape in the wine and spirits sector. Consumers have a very different perspective on the type of engagement they want with brands, and wine and spirits companies are mostly missing the mark. We have daily outreach from wine and spirits companies looking for sales assistance. Unfortunately, many have brands that will never meet consumer expectation, yet they are unprepared/unwilling to do anything to address that. A vast majority have no concept of Pull-Through marketing communications or brand building, and are simply seeking ways to move boxes. As we often point out, trading a commodity is very different from building a brand.
At FMG we provide a set of comprehensive solutions to help deliver market success for the U.S. and beyond. We are taking meetings at VinExpo New York and ProWein, Düsseldorf. To schedule an appointment with the FMG team, please contact [email protected]. Website: www.fmg.nyc
About the Author: FMG's CEO Monika Elling started her career in New York's advertising and publishing sector, which led to nearly a decade of international trade and investment promotion activity. She entered the wine and spirits industry in 2000 and has spent the last 17 years on the supply, import and wholesale sides of the business, previously as PR Director of the Lauber Imports Division of Southern Glazers. Monika is also CEO of the Paradigm Collection, a newly launched, national importer of fine wines and craft spirits.
Dream Well Wines, Inc.
7 年I currently import wines from Macedonia Popova Kula Winery JSC. These are the finest wines in the world and our wines single vineyard, estate owned, no sulfites added. [email protected] Let's Talk I am in south jersey.
Senior Research Associate and Adjunct Professor
7 年Hi Monika, can you share your slides. Unfortunately I will miss your keynote.
Sales Manager for Joie Nursery Products
7 年On the buying side of the wine business, I very rarely feel "pulled".... but always enjoying the refreshing experience if sometimes I do!
Multi-Unit Restaurant Director / General Manager skilled at building and leading teams that deliver exceptional service, sales, and profitability | Area Coordinator-Illinois for Operation BBQ Relief
7 年Fantastic!
Lifetime Wine Lover, mostly retired wine professional. Future Centenarian living a focused life! Experimenting in nutritional farming for the purpose of living a healthy lifestyle, fulfilling a vision and a passion!
7 年Wish I could be there for that discussion. WOW...just to hear the responses (or lack there of)....I think we both tend to feel strongly taking the same position. Yet I think there are many tradition bound industries with players taking the same (lack of a) position. These producers need to begin to understand that this is not a “trend” that will fade in the coming years. Technology has empowered consumers..if anything more innovative technology that is coming will only widen the gap.