Analysis : Come Experience California Grapes

Bonny Doon Vineyards, a successful winery business based in Santa Cruz, California, has grown from selling 5,000 cases of wine a year in 1981 to 200,000 cases a year in 1999. To keep growing and be more profitable, the business must choose amongst three possible strategic directions. The first strategy is to start importing wines from Europe into the United States. The second alternative is branching into a retail outlet for unusual wines of great value, accompanied by a high level of service. Lastly, the business’ D.E.W.N could be expanded to include wines not made by the company itself but by other wineries that follow the same values and philosophy.

Making grapes into wine is a long process. The first step is to harvest the grapes by picking them by hand. Then, the grapes are sent to the winery. Next, the grapes are brought to the machine to be crushed. Then, the next step is pressing the skin seeds and any other non-juice items from the juice. The next step is fermentation in this step the grape juice is turned into alcohol. Then, the second to last step is aging, aging is when the wine is put into oak barrels. The last step is bottling the wine and labeling the

This northern California winescape is “dotted with Italian surnames that suggest traditional roots of pioneering viticulturists” (Helzer 49). For Italians, they adapted their “old-world winemaking traditions to new lands” (Helzer 49), and their success can be partially attributed to the “similarities in landscape, ecology, and climate between California and the rolling countryside of northwestern Italy” (Vaught 885). Furthermore, the success of these immigrants can be attributed to their plethora of access to social capital listed

“California has a mass production of two-thirds of the country’s fruits and vegetables,” the USDA reports.

With per capita wine consumption increasing and per capita beer consumption decreasing, Stratus has the opportunity to capitalize on Canadian drinking preferences. While Generation Y has become the new shopper (Neilson 2009), they have the least discretionary income of all the generational cohorts and the younger portion is not legal to drink alcohol in all provinces of Canada. Stratus will be challenged to target the largest buying power in Canada.

California’s Central Valley produces approximately 8% of the nation’s agricultural products. Four out of the five counties with the highest agricultural sales are located in this region. Fresno County takes the first place with 3.7 billion in annual sales.

Interesting that you ask this of the northern states vineyards success. I actually travel to Chautauqua Institute a couple times a year and while you fly into Buffalo, New York, the drive to Chautauqua is lined with miles and miles of vineyards. This is a trip I love to make every chance I get, to see the beauty of this countryside as well as these vineyards, as far as the eye can see. It is wine country with over 50 miles straight of vineyards and, and all feeding off Lake Erie and Chautauqua Lake (“Lake Erie Wine Country” n.d.).

Brown-Miller Communications plan showed all of the dynamics of a plan that we have discussed this semester. They began off with a general goal of just wanting to increase general grower support so that their board could retain its funding. They then proceeded to determine more specific objectives that were laid out in the case study. There were three objectives that they proposed. The next step in the plan was to recommend an overall strategy of how they would reach their goals and objectives. This was proposed as using respected growers in the industry to be spokespeople in their campaign. Just as many companies use athletes such as Nesquick or Gatorade. These speakers would put kits together with talking points of

You are required to have such information when applying for an AvA and required to use USGS maps to describe and depict your boundaries. Once your AVA is established, at least 85 percent of the grapes used to make a wine must be grown in the specified area if an Ava is referenced on its label. “Alcohol and Tobacco tax and Trade Bureau. Labeling. U.S. Department of Treasury.”

As the industry changes, wineries offering wine clubs must also change, and always promote the wine club as something fun to do. Fresh ideas and changes to wine will ensure the club keeps up with consumer tastes, competitive pricing, and sustainable farming practices. As more consumers formulate ideas based on website information in making decisions to visit a winery on an upcoming vacation, a well-written website is important. Most wine club members are tourists with only about 20% being “day trippers” (Penn, pg. 73). Therefore, use good strategy when developing a website and hire professionals (Williamson, 2014). Furthermore, wine club members enjoy wine and make it almost a hobby. For some collecting wine is a “cultural and educational experience” (Williamson, 2014). Providing what a wine club member needs and desires, can deliver greater commitment and interest to the wine, leading to purchases

In 2001 there were over 1 million wine producers worldwide, and no firm accounted for more than 1% of global retail sales. Because of this, it would be nearly impossible for the Robert Mondavi winery to dominate sales in any region. Due to Mondavi’s efforts, the winery became one of America’s most innovative,

The Mondavi Corporation has over 8,000 acres of vineyards in its portfolio. This company is constantly searching for new vineyards and ways to grow the finest grapes to harvest. Even though Napa Valley, California is where most of their vineyards are located, Mondavi has vineyards worldwide.

This industry has seen very limited growth since 1986. Based on Exhibit 4 (C-271, the total wine consumption in the US) and Exhibit 5 (C-271, per capita wine consumption in the US) the wine industry is in the maturity stage. It could

an industry trade publication, as shown in the analysis presented in Exhibit 1. Domestically produced wine, predominantly from California, made some inroads into the

This paper will outline an executive summary of a marketing strategy of a new wine brand to a targeted audience that will incorporate the buyers motivation, psychographics, and demographics. A description of the overall marketing strategy will include advertising, customer relationship manager and a Public Relations campaign. Finally, a an overall strategy to position the brand against the competition will be outlined.