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Selling a wine these days isn’t easy. New products are constantly being developed. New sellers keep entering the market. Imported wines are gaining market share, often at the expense of domestic wines. And seeing the success of the premium wine and craft beer industries, the spirits industry is growing and diverting wine customers. To be successful, wineries need to build standout brands.
A skilled copywriter with experience writing about wines and wineries can help you create effective marketing tools that build your brand and persuade customers to reach for their wallet.
A variety of trends are chipping away at wine’s share of palate, mind and pocketbook according to Silicon Valley Bank’s State of the Wine Industry 2020 report. Their assessment says:
A survey of 2,000 American wine drinkers by the firm Wine Intelligence suggests the slipping consumption is a function of moderation trends and category, according to the 2020 Unified Wine & Grape Symposium.
So what does that mean to wineries and wine sellers? If the industry is experiencing declining sales, you’ll need to work harder on the marketing of your products.
A wine copywriter can help you craft the right message to the right people. Well-written copy can build your brand and attract new customers while encouraging existing customers to stay loyal.
Be sure to promote your authenticity. Talk about your winery’s history. Explain how you grow your grapes and turn them into an amazing product.
People want to know that the food and drink they consume came from a real place, so share your story. That tale could be the tipping point for them to choose your wine over the one on the next shelf.
A wine copywriter who understands the challenges of competing in today’s fast-paced market can create copy that resonates with wine enthusiasts.
Consider using a copywriter to craft any of these items:
Website Content – Everything from your Home and About Us page to your online product descriptions deserve well-conceived, custom-crafted copy.
Landing Pages – Create detailed landing pages for each of your most profitable products and use them to attract new customers who might otherwise not know about you.
Labels – Wine labels are important sources of information for consumers since they tell the type and origin of the wine. They can also be a guide to the flavor and quality. Often the label is the only resource a buyer has for evaluating the wine and comparing it to others. That’s why it’s critical to create compelling label copy.
Brochures – Brochures can be printed or used in a digital form. They make a superb complement to your website and are the perfect leave-behind for any retailer who is considering stocking your wine products but hasn’t yet pulled the trigger.
Data Sheets – Use a data sheet to provide the specs related to your wine. The data sheet can be available as a PDF download from your website. Consumers are becoming more educated and picky. They make purchase decisions based on the information about the product. Include a detailed list of the ingredients and information about your winery. Use those facts to reveal the uniqueness of your product and your commitment to quality.
Product Descriptions – A good description does more than provide the facts; it has emotional appeal that helps readers imagine how much more enjoyable their life will be once they add your wine to their favored beverages.
Ads – Whether online ads such as on Google or Facebook, or offline promotion in traditional media like magazines, ads provide exposure to new audiences.
Social Media – Create a social presence for your wine on Facebook, Instagram, Twitter, LinkedIn, YouTube and cultivate your following. Bonus points if you can get celebrities or influencers to become fans. A strong multi-channel, social media strategy can give your winery an edge and keep your products top-of-mind for customers.
Blog – Many consumers can’t distinguish a Cabernet Sauvignon from a Merlot. Your blog is an opportunity to educate them and get them familiar with your brand. Explain the difference between a Tempranillo and a pinot noir, when to serve red, and what foods pair well with white or rose. Leverage your expertise to create a library of content that’s interesting and easy to read, and you will build a loyal brand following.
The wine business is a crowded retail space, with shelves (whether actual or online) already filled with numerous options. You have an incredibly small window of opportunity to grab a prospect’s attention. And even once you hook them, that’s not enough. You need to be able to lead that prospect from initial interest to making a purchase.
Writing marketing copy for wines and wineries is tricky. If you’re not an expert at creating copy, you risk losing customers who find a competitor’s descriptions more enticing. A wine copywriter who understands the industry challenges you face and has a command of marketing is your best bet for creative copy that attracts interest and converts prospects into customers.