Issue link: https://read.dmtmag.com/i/705606
9 0 V I N E YA R D & W I N E RY M A N A G E M E N T | J u l y - A u g 2 016 w w w. v w m m e d i a . c o m cases annually under its flagship brand. In 2012, the winery launched a second label, WALT, which focus- es on much smaller production Pinot Noir and Chardonnay single- vineyard wines. HALL and WALT sell and dis- tribute approximately 70% of their case volume through direct chan- nels — primarily through direct-to- consumer shipping, online sales, hospitality areas and the wine club, says Jeff Zappelli, general manager for the WALT label. Starting in 2004, the HALL brand began shipping directly to custom- ers in-house, and later contracted with a third-party fulfillment compa- ny as demand grew. The relations didn't last long. "We lost a lot of the quality," Zappelli says. "And, as we built up our volumes, we were able to negotiate with FedEx to bring everything back in-house. Direct shipping oversight is "a huge quality assurance piece of our of the product and represents the winery and its wines well with its customers. For Copper Peak, that means working directly with individual wineries to craft a solution specif- ic to their needs. This can include enclosing a gift card or a photo of the winery with each shipment, tis- sue wrap or even a wax-dipped seal with a stamp of the winery's logo. "At the end of the day, yes, it's putting a bottle in a box and shipping it to Mr. Jones in Des Moines, Iowa. But not every winery is the same," says Dobrow. "People remember a brand when they have a great expe- rience with it, and it's our job to deliver that brand experience." LEVERAGING EXISTING SYSTEMS HALL wines, a family-owned winery based in St. Helena, Calif., produces approximately 75,000 We're far more than a print shop. We're thinkers and craftsmen balancing 54 years of experience with cutting edge innovation. Graphics to market by! customer Focused Strategy Driven #wright_global_graphics #retailive WRIGHT ® Global Graphics NORTH ROLINA • GEORGIA • HONG KONG • CHINA 800-678-9019 • www.wrightglobalgraphics.com Jeff Zappelli, general manager for WALT, emphasizes the importance of paying equal attention to the distribution of each label a winery produces.