WMTC17: Craft Wine

Hear from Carole Lawson, Founder/CEO of the Craft Wine Association, how the term craft has been moved beyond a marketing ploy to becoming a cultural term with an embedded understanding that transcends market verticals. We will see how and why craft is being co-opted across not just the beverage industry, but several industries and why that is effective. We will also examine how the big players in the wine industry are using the term to sway the market toward products that are clearly big-business while making them look as if they are “craft”.

Transcript

1. Why Craft. Carole Lawson Craft Wine Association
2. Carole Lawson Craft Wine Association Innovation Junkie Lover of Small Handmade Wines Data Geek
3. The Big Question. • How do we use the words “Artisan” and “Boutique” in marketing to help some winery friends? • When I first began, “Craft Wine” was not even on my radar • Assumption: - Artisan and Boutique were ”wine words” - Craft = Beer
4. The Day I Met Watson Per IBM – Watson is an IBM supercomputer that combines artificial intelligence (AI) and sophisticated analytical software for optimal performance as a “question answering” machine. The supercomputer is named for IBM's founder, Thomas J. Watson.
5. Breaking Down Consumer Sentiment • On a quest to know how to use Artisan and Boutique to drive traffic to my friend’s winery • Meant moving beyond “Analytics” • Not just who and why and how they felt about it • Incorporates purchase history, with comments (not just key words, but meaning of comments), along with how media touches buying decisions.
6. Here is the Question: • What level of language resonance and cultural relevance is there to words like Artisan and Boutique when in association with wine? • Of note – - Resonance and it’s use in common language - Cultural relevance within certain demographics
7. The Answer is… Heartbreak. Artisan - 15% Positive Boutique - 8% Positive Neither Resonates - 77% Boutique Artisan Really Don’t Care
8. Dominant Alternative Word That Works? Just one: “Craft”
9. Adding the Word Craft… Artisan Boutique Don't give a flying flip Craft Artisan Boutique Craft For 30 and over wine drinkers, but NOT beer drinkers… Craft - 49% Positive Artisan - 25% Positive Boutique - 16% Positive Still Don’t Care - 9%
10. What Is Communicated By the Word “Craft”? • Quality • Uniqueness • Local • Fresh • Honest • Associations with Farm to Table • Healthier
11. Starbucks Craft Iced Teas
12. Re-packaging to Reflect the Trend Toward Craft Back in 1985, around a friendly game of Liar’s Dice, Tim Murphy, Dale Goode and Dave Ready made their love of the wines official. Over 30 vintages later, they’re still putting the same passion and craft into making amazing wines. “We’re proud of our roots in the Sonoma County agricultural community and we know our passion for wine will come through in every Murphy-Goode wine you enjoy.“ Taken recently at popular eatery that serves Craft Beer.
13. “These wines are carefully crafted with premium, California grown grapes, pure vineyard-to-table goodness”.
14. Is Craft Just A US Term? Not Even Close. europe
15. What’s a Winery To Do? 1) Be true to yourself. Authenticity sells. 2) Understand and embrace your customer base. 3) Pay attention to packaging. 4) Communicate why a small producer matters. 5) Don’t fear the word “Craft”, own it. It’s already yours.
16. Birth of the Craft Wine Association This research is the foundation of the Craft Wine Association. • Here is my take away: - Your small production wines are what consumers are already looking for. - Consumers already have a word for it “Craft”. - Words matter - yes because of SEO, but also because of resonance and cultural relevance. • Just like the Craft Beer industry ten years ago, Craft Wine producers need help today. • Brewers need the Brewer’s Association, Craft Wine producers need an association of their own.
17. Craft Wine Association: Supporting The Movement. • Certified Craft Wine • Gaining market visibility through smart use of technology • Development of industry relationships • Tracking and understanding your market • Providing strength in numbers
18. Let’s Create What You Need. You are the experts, let’s talk.
19. Thank you. Carole Lawson CEO/Founder Craft Wine Association https://Craftwine.org Carole@craftwine.org