There's no doubt about it Stormhoek along with Hugh MacLeod are the leading winery using Social Media to promote their brand. So much so that they are selling wine into Silicon Valley right under the noses of the Californian wineries in Nappa and Sonoma Valleys. However for a case study for "on the ground" marketing and engagement surely near the top of the list must be Benziger. Family Winery.
Benziger. Family Winery. This is a wonderful tag line, and its true. There were seven brothers
and sisters involved in this winery. They built and sold the
substancial Glen Ellen label, and now have built an extremely
impressive winery label - Benziger, that employs around 200 people and
has a network of around 40 growers.
There were a few particularly interesting points:
It was one of the few wineries that had a tractor and trailer (tram)
ride that was charged for ($10), and yet they were really well booked
up. There were 28 seats and they run 10 rides a day. The tour takes 45 minutes. (and this was key to have an
enthusiastic interest from the public throughout.)
Our guide was Patrick who told me he loves his job and used to work in
a bar. He now loves the scenery and the people. He was a great guide,
full of enthusiasm, and very knowledgable. Interestingly he was not the farmer himself but that did not detract in anyway from my enjoyment.
As this is a biodynamic winery (and that is really unusual) I spent
some time asking the folks who paid about their motivation to go on the ride. Many of the people on the tour remarked that although they were
interested in knowing a bit more about "Biodynamic farming" the main motivation seemed to be nostalgia.
"Well my dear I was brought up on a farm
and my husband was a dairy farmer. The farm's long gone. It was a hard
life..."
"I once drove a plough and harrows like those."
"What a
beautiful place to work, I remember visiting a farm..."
I also asked them about choosing a ride that you paid for rather than the free tours that were available on neighbouring farms: "I dont feel I HAVE to buy because I have paid for the tour so there's no pressure"
Of course I tracked this particular customer and she walked out with 2 bottles of wine and spent $65.
I asked the till operator her thoughts on it:
"Most folks come to have a ride - but they
really enjoy the biodynamic aspect.",
and Bob one of the extensive team
of wine salesman:
"Most folks buy once they've been on the tour and
then the tasting" except on the weekend - then many folks just come for
the ride."
This was a fantastic study in marketing, and the wine? I dont have much
of a clue about wine - except I know what I dont like, but this wine
was scrummy....and I bought 6 bottles. Each bottle was more expensive
than any other bottle of wine I have bought before. (except champagne
in the Ritz when we won Best Small Business in the UK...)
And....it was worth every penny.
Have you ever had a farm tour that was memorable - good or bad?
I'd love to hear your memories.
For the full photo album of Benziger go to my Facebook profile or see the next post full of piccys.
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