UVP* is not exclusively for the wine!
When you sell wine you are concentrated on the wine – naturally!
You will praise it, tell about the grapes, the taste, and the price, etc.
The fact is that when a buyer buys wine he is actually buying a package. He buys the wine itself, the label of the wine (first place – from our experience), price, the winery, the region, the country, and the people he will be doing business with.
It is a big package and most wineries forget about looking for the UVP of what is it that is so unique in their winery and how this can make the buyer close the deal.
In the old days, it was the winery itself that was the UVP. Being a chateau X was the trademark and the actual UVP because there could be only one chateau X, and the people that bought their wines bought it because of their confidence in the product of that chateau, or their good experience with their wines.
Why is the fact that chateau X creates a wine that made it so important? it is because locally the chateau X was known and their owners were recognized so using the chateau X brand name was a guarantee that their wine would be as good as their name or other products.
In France it was chateau, and in Portugal, it is the local word “Quinta” that symbolizes a local farming property that produces wine, usually among other products like olive oil, etc.
Today though there is no real connection between the chateau, Quinta or any other property’s name to the identity of the owners. The chateaus of today are mostly business and not a family business with a glorious history.
So how can you make your own winery into a UVP?
Let me demonstrate the procedure by telling an example.
The winery in question was a “normal” winery and their wines, while good quality, had no UVP. Although they sold very well locally they wanted to penetrate the American market, and this is a very important point – you need to make sure the UVP is aimed at a specific group of consumers!
-The winery was not even a chateau, just a business. Although founded by a family and continues as a family business, nobody knew the family beyond the local population.
The winemaker also was not an internationally known figure.
The winery buildings? nothin unique!
Their finances? the credit they give? – nothing unique!
The area itself? nothing unique.
And so on… we continued looking for a unique point and then we found it in the history of the place, and as luck sometimes helps, this point had American importance.
It was something connected with Christopher Columbus, who spent some time in the village!
The fact that the visit was not important in any way it still made this winery into a unique one and made a strong connection to the American consumers.
Now, take this UVP and make it into a whole marketing strategy to penetrate the American market! This means the website, the story on the labels, the sales pitch, every damn thing should be tied with this concept.
So having the UVP is not enough. You have to incorporate it fully into your marketing strategy and connect it to the specific target market or public you want to sell your wine to.
So do you have a UVP for your winery?
Share with us.
PS. We still sometimes help wineries with discovering a UVP and proposing a marketing concept.
- Unique Value Proposition