Issue link: http://read.dmtmag.com/i/81015
MANAGEMENT WINE WISE MARKETING the understanding that wine tastes best with food, and vice versa. But a word of caution: Check local regu- lations about preparing and serving food at your winery. The laws can vary from state to state and county to county. Lynfred Winery in Roselle, Ill., is in the process of expanding its edible offerings. Marketing Director Christina Anderson-Heller said, "We will be selling mini food bites, such as flatbreads." One thing I was surprised to hear from some of the suppliers of tast- ing room merchandise was that best sellers do not differ much in vari- ous parts of the country. One sup- plier told me, "What is selling well in California is usually selling well in Virginia." WHAT'S NOT HOT Just because some things have been selling well doesn't mean that they will continue to do so. Linda Baker, direct sales manager for Handley Cellars in Mendocino Coun- ty, Calif., said, "Our folk art items go through cycles. What may be really popular … suddenly stops selling." Liz Berger, operations manager for Chateau Chantal in Traverse City, Mich., warned: "Some clothing can languish even when we thought it was going to be really great." It pays to keep a close eye on what you are carrying and the rate of sales for each item. You could be on the downside of a cycle and sales will come roaring back – or an item Dry Creek Vineyard's tasting room features items with a sailing theme to comple- ment the sailboat image on the winery's labels. simply may have run its course. As one winery staffer put it, "There are always items that are hot and then once they flood the market, they tail off." Do a little research to find out who your visitors are, what type of things they buy from you, and when they buy them. Don't get caught sitting on a pile of unsellable mer- chandise because you didn't do your homework to learn what moves and what doesn't. THEMES AND CELEBRATIONS The owners of Dry Creek Vine- yard in Healdsburg are avid sailors and have depictions of sailboats NEW & USED UNITS AVAILABLE All Major Credit Cards Accepted COLD SHOT CHILLERS® • Low Temperature Glycol Chillers • Custom Designed Cooling Applications from 2 to 100 Tons • Most Machines Shipped in 2 Weeks or Less • 5 Year Compressor Warranty • Providing Cooling Solutions for 30+ Years • Free Technical Support 24/7/365 800-473-9178 • 281-227-8400 FAX: 281-227-8404 22 VINEYARD & WINERY MANAGEMENT SEPT - OCT 2012 www.waterchillers.com on their labels. According to Tast- ing Room Manager Kristine Shirley, the gift shop includes a significant portion of items that have a sailing theme. Margo Sue Bittner, owner of the Winery at Marjim Manor in Apple- ton, N.Y., said, "We regularly change our mix; in spring it's gardening, and Halloween items go well because (the winery) is haunted." You might have seen Marjim Manor on the television series "Ghost Hunters" and on the Travel Channel's "Most Terrifying Places in America." Incorporating non-wine items into your theme will help connect visi- tors with your winery and products, giving you a place in their minds – very valuable real estate. Special events and celebrations in your area can also lead to distinctive tasting room merchandise. Is the county council planning something special? Are there any big anniversa- ries coming up in which your winery might participate? Start checking things out now, because it takes time to become part of the process. Begin talking to local officials, the Chamber of Commerce and your local tourism or convention and visitor bureau about how you can become a part of a local celebration. John Kramb, the self-named Grand Poobah of Adams County Winery in Gettysburg, Pa., has a WWW.VWM-ONLINE.COM