To attract the younger generation in an increasingly competitive market, the wine industry needs to use effective marketing strategies. There should be a shift in the way people think that wine can be enjoyed. To increase sales and awareness, wineries have to think about what they can do to promote their products in today’s world. To engage younger drinkers, wineries have to court them. The market today presents a lot of challenges that were not present even a decade ago. Given below are a few strategies that would help a winery to promote its products and set it apart.

 

Organize a wine raffle

There has been an influx of smaller wineries and each winery needs to rethink the way it can present its products to the younger consumers.  Raffles are very popular as people like to buy tickets that increase their chances of winning something. An effective wine raffle should have a good variety of different types and qualities of wine. There should be information about the wines and the bottles should be wrapped in colored paper to match the color scheme of the event. A winery is in the best position to hold wine raffles. Participants can win bottles of wine with the help of popular carnival games like ring toss. Additional prizes can also be taped to the bottom of the wine bottles, like coupons for the next purchase or invitation to a wine tasting event.

 

Get creative with events

Original ideas can also be used to organize events to market a winery properly. The events can be as unique as a ‘paint night’ where people could be asked to paint while they drank some wine. There could also be vintage sales where wines usually kept in the cellars could be sold. By-the-glass programs can also be organized which could serve as immersive experiences for  potential customers. People can also be invited to a winery online with online classes on wine production. Pop-up shops at farmer’s markets which offer tasting packages can also help to draw in wine enthusiasts. Creating spaces with modern aesthetics where people would feel at ease would also help the younger customers to like a wine brand.

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Start a wine blog

A blog on a winery will help to attract the attention of wine enthusiasts. What the audience wants from the blog should be taken into account first. The content of the blog should focus on wines. There could be different topics, such as a particular piece of content can focus on pink wines that are ‘Instagram-worthy’. A particular type of wine can also be made to appear less stuffy and more interesting. Some efforts will be needed for SEO so that the blog brings in more online traffic. The blog can also tell a story that is related to a particular variety of wine.

 

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.