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Free The Wine is stoked to be a recipient of the Federal Government’s new Advancing Australia Fund (AgFund). Partnering with the Margaret River Wine Industry Association, our WineSMART initiative will help Margaret River wineries by providing podcasts on best practice in the local wine industry in areas of viticulture, wine making, water management and market development. Read the rest of this entry »
Stormhoek (Stormhook) a small(ish) South African wine brand has used blogging to assist its business model, creating a niche focus, or as they describe it, disruptive means of gaining traction in key markets, doubling sales from 50 000 to 100 000 in less than 12 months.
How did they do it? Read on…
Further information about how they used blogging and its impact on innovation in wine business:
- The Stormhoek website
- Or you can listen to the podcast with Jason Korman from Stormhoek
So you can imagine a wine sales person, they’ve got to go into a retail outlet and hand sell the wine. Instead of reading the tasting and technical notes, and pricing information, they can listen to the winemaker or viticulturist describing the wine on their iPod in the car on the way to the outlet, so saving time.
They will be provided with information on their iPod of how the wine was made and why it is special, as well as any relevant specials or POS that goes with the wine. This ‘just in time’ toolbox is updated weekly as required by head office, so enhancing the tools the sales person has to grow their business and customer base. Nice.
From Podtech.net:
National Semiconductor (a large IT component company in the USA) announced 19/06/06 it’s just given every one of its 8,500 employees a 30GB video iPod. But employees won’t just be catching up on soaps or rocking out at work. Jeff Weir, the company’s director of Worldwide PR, said the company will be podcasting corporate messages, product information and the like – right into its employees’ earbuds.
The wine industry in Australia is currently facing challenges in communicating with customers and selling more wine. So there’s a specific need for dissemination of information through areas within the industry as diverse as agricultural processes, wine production, and marketing and communications to customers.
The industry is in need of innovative means to grow sales as supply outstrips demand. Here’s an example of the use of podcasting for the wine industry,
imagine a customer listening to the tasting notes from the winemaker directly on their iPod; hearing the winemakers voice or watching video of them in the vineyard on their iPod as they describe the wine passionately and personally, something that a piece of paper or PDF download just can’t convey.
Another example is in the vineyard;
perhaps you’re unsure exactly what the pest attacking the vines looks like, well, we envisage that you can download the latest video or pictures of the pest onto your iPod, with an accompanying commentary on how to eliminate the pest by leading experts whilst you physically eyeball and compare it to that insect attacking your vines.
Here is a recent example, Brian Croser interviewed by Charlotte O’Beirne after the 2006 Margaret River Wine Show
