US: Wineries told - push California-ness
Californian wine companies have been urged to push the 'California message'.
The state's Wine Institute is encouraging its members to convey a stronger message connecting California's wines to the positive impressions that Americans have of the state.
At US market development workshops held by the Wine Institute this week, research was revealed that suggested focusing on the state's scenery, lifestyle, food culture and ideas would prove effective at upping the profile of Californian wines domestically.
"We are asking wineries to always begin their wine conversations with a few words about what makes California a special place to grow and make wine," said chairman of the Wine Institute market development task force, Tom Klein.
"Calling attention to the favourable image of California and California wine further develops the US market for our members and supports Wine Institute's public policy mission," added Robert Koch, president and CEO of Wine Institute.
"California as a place and California wines as an experience strongly resonate with the American consumer," said Barbara Insel, managing director at MKF Research and principal consultant on the research. "We need to leverage the unique regions, creativity, ingenuity and break-the-rules approach to life that epitomises our industry and link it to our wines."
The research was based on a survey of 2,442 US wine consumers, commissioned to help strengthen California's position in the US market and further enhance the competitiveness of California wineries.
A tasting pitting the finest Bordeaux wines against their Californian counterparts confirmed what many in the wine world have known for years but some in Europe still choose to deny - that the New Wor...
- The category today - Scotch Whisky I
- Today's Market Trends - Scotch Whisky II
- Key Brands Performance - Scotch Whisky IV
- Tomorrow's Market Trends - Scotch Whisky III
- Category Innovations - Scotch Whisky VII
- Beam Suntory names CFO, makes structural changes
- Diageo to accept US$1m South Korea fine
- Analysts clash over AB InBev SAB Brexit impact
- Pernod switches Travel Retail Europe op's director
- AB InBev unveils Stella Artois three-packs
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Consumer and Market Insights: Wine Market in China