Issue link: http://read.dmtmag.com/i/620640
1 4 4 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 016 w w w. v w m m e d i a . c o m a point of difference – wines that are exclusively available at their store. For smaller retailers that cannot compete with the volume discounts on commercial wines enjoyed by larger retailers, private label provides the ability to provide consumers with affordable and dis- tinct alternatives to brands that may require a higher shelf price. [ V&WM ] What types of rewards have social media activity had for the DFV brands? And do you see more room for growth with social media? [ CI ] Social media is no longer something on the periphery that we should be "paying attention to." It is at the core of everything we do. We recognize that our brands are much more than the products themselves, but rather the commu- nities of people that surround our products. Engaging with and keep- ing on the pulse of these communi- ties is pivotal to creating relevancy with today's consumer. This is why, at Delicato, we prioritize digital innovation, investment and leader- ship to ensure visibility, as well as accessibility in the platforms that many consumers rely on for per- sonal expression, discovery and sharing. We are only scratching the surface with social media, and we look forward to growing up togeth- er with this influential medium. [ V&WM ] What are some impor- tant lessons you've learned in working with foreign markets? [ CI ] Each market is different, and you have to visit those markets and understand how they individu- ally work. What is relevant in the U.S. or other large foreign markets may not work everywhere. In many markets, California wine is a small- er section of their imports, so you may have to market as a niche as opposed to controlling large sec- tions of the shelf. Taxes, social media, freight, consumer tastes and distribution are just a few of the things that vary dramatically from country to country. [ V&WM ] What do you see as the biggest challenges and oppor- tunities for the U.S. wine industry going into 2016? [ CI ] The $10-$14 and $15-$20 segments are sweet spots in the wine business right now, which provide significant opportunity for exploration. We are continuing to develop new products within this segment. As far as challenges, if we do not get some rain in 2016, California wine growing will change dramatically. Christopher Sawyer is a somme- lier, wine educator and critic who travels around the globe following wine trends and judging wine in international competitions. Comments? Please e-mail us at feedback@vwmmedia.com. C M Y CM MY CY CMY K 14484_LaGarde_PubVineyardWineryManagement_HR.pdf 1 2015-12-10 9:06 AM