Issue link: https://read.dmtmag.com/i/670021
w w w. v w m m e d i a . c o m M a y - J u n e 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 8 9 A brand can definitely become synonymous with an experience that's remembered and shared. Frog's Leap Winery in Rutherford, Calif., has an incredible open organ- ic garden that visitors can walk through and sample from — they also can take home offerings the winery sets aside in a long row of wicker baskets along the garden wall. It's brilliant; guests call and check-in year-round to see what's happening and new in the gardens. This has created a reoccurring opportunity for tourists and locals alike to keep coming back to visit with each change of season. Jordan Vineyard & Winery in Healdsburg, Calif., is a luxury wine estate boasting nearly 1,200 acres of lavish grounds, farms and a full culinary hospitality program. While the grounds are open, all tours and tastings are by appoint- ment only, and the winery doesn't offer discounts. So how is it so crafting our wines and creating memorable experiences for our guests," says Lisa Mattson, direc- tor of marketing and communica- tions at Jordan. "It's so important to us to maintain the connection to our fans, and it's paying off. Of course, we do all the traditional marketing acts, too — they're a must — but we feel that a power- ful way to share who we are with our consumers is sharing our life on the estate with topical multi- video messages and high-quality imagery via social media. We've adopted this medium, embraced it, and public response has been tremendous." Jordan's series of educational, funny and highly personalized vid- eos let viewers in for an intimate look at its dedication to wine while revealing John Jordan and his team's quirky and exuberant per- sonalities. The videos have received hundreds of thousands of views on YouTube and the Jordan website. Mattson says, "We like to demystify wine and have it be more accessible and approachable to everyone, and the audience really relates to that." Storytelling marketing is a big part of winery life; Jordan focuses on the story behind the people who make and love the wine. The story it tells with each video or image strength- ens loyalty and commitment to the brand. tremendously popular, with sales that continue to boom? "We rely on storytelling marketing to share all the little details that go into Director of Marketing and Communications Lisa Mattson holds a light for Erin Malone during Jordan Winery's 2014 "Get Fit" video shoot.