Can Wines From The Northeast Challenge French Wineries?
A recent New York Times article profiled wineries located in southern New Jersey and reported that many of the state's finest are superior to more the popular and expensive French wines. Pennsylvania wineries have recently received similar positive reviews. Surging wine exports from both states support the view that these states produce some excellent wines. The obvious difficulty which Garden State and Keystone state producers confront is one of perception summed up by the old real estate adage: "location, location, location."
Even if not consistently true, French wine "sounds better" than wine produced from grapes grown in New Jersey and Pennsylvania.
What's a New Jersey or Pennsylvania producer to do? Plenty.
Consider the following:
1. Be our own advocate. Promote your region and the increasingly positive press New Jersey and Pennsylvania wines are garnering.
2. Become known in your community. Focus sales efforts on established restaurants, country clubs and bars. Establish your brand in your community. This provides welcome revenue while reducing sales and distribution costs.
3. "Pretty Up" your label with elegant printing and interesting artwork. Consumers welcome aesthetically pleasing goods.
4. Consider a provocative name. Recent studies show strong sales of brands with such names.
5. Participate in local and regional trade associations, including those which set high standards for members and which promote these standards.
6. Use social media to promote your wine.
7. Be creative in your advertising.
8. Energize your tastings. Sponsor music or art festivals.
9. Emphasize any awards you may have won.
10. Seek "third-party" validation for your wine in the form of positive publicity from independent third parties.
Wineries in the northeast have much to offer, they may just need to make their brands better known.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
