Question

Topic: Student Questions

Wine Industry

Posted by Anonymous on 10/1/2009 at 11:16 AM ET 250 Points
I am conducting a project on a wine company. This company is small and still very new. Any ideas on marketing research tips for this project. Also, the wine/sangria company is in New Jersey.
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RESPONSES

  • Posted by Peter (henna gaijin) on 10/1/2009 at 12:23 PM Accepted
    Any alcohol product requires a state by state process of marketing, as each state has different rules regarding how and where it can be sold (for example, in NY, wine is sold in liquor stores, where in CA it is sold in groceries).

    Beyond that, I think there are limitations on how you get to these retailers. I seem to remember hearing that they had to use wholesalers to get into stores (direct sales to stores isn't legal).

    Some info on the market in general at https://www.trade.gov/td/ocg/wine2008.pdf

    My suggestion would be to talk to anyone you can about how they go to market. Go to a winery and taste wine, and talk to the people there about how they go to market and why, find someone at a store that sells wine who you can chat with about the rules, go to dinner and talk to the sommellier about how they get wines, etc.
  • Posted on 10/1/2009 at 4:14 PM Accepted
    The tips really depend on what you want to accomplish. Do you want to know consumer preferences for taste. The impact of labelling or branding on impulse purchases, the consumer decision/selection process ...

    If you can provide some additional information perhaps I can help.
  • Posted by BizConsult on 10/1/2009 at 11:52 PM Accepted
    Please elaborate on your objectives: Are you trying to:
    - Design a label/packaging?
    - Determine who the target is?
    - Develop advertising/POS materials?
    - Gain distribution? (Where? - Channels(s) and state(s))
    - Build a brand? / Find a niche?
    - Figure out a SWOT analysis?
    - Name a product?
    - etc., etc.

    Any deeper / more focused direction you can provide would help us help you!
    -Steve
  • Posted by NovaHammer on 10/2/2009 at 8:53 AM Accepted
    There are specialists who do Wines very well...
    you've a huge job ahead..

    check out these guys ... https://www.brandever.com/recognition
  • Posted on 10/2/2009 at 12:20 PM Accepted
    It's not clear what you want to do for this company. If it's market research you want, you'll need to start by identifying the objective of the research, how you'll use the results, and what it is you're trying to learn/measure.

    If the research is important to the company, you'll want professional advice and counsel. If it's not important, then anything will do.

    If you can help us understand what you're trying to accomplish, I'm pretty sure we can help you. Be sure to include your target audience: Is it consumers or the distribution channel?
  • Posted on 10/5/2009 at 6:32 PM Author
    This is a group project for school. We are using a real company and pitching and actual marketing plan for this new wine/sangria company. I am doing the marketing research area which is not my most strong point. I was just looking for tips on what I can do to create a section on market research for the wine industry in new jersey. Thanks.
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