Jeremy Benson is the founder and president of Benson Marketing Group, the leading wine marketing agency in the U.S. He is a guest expert lecturer on marketing at the UC Davis Wine Executive Program. The program will be held in Davis from March 22-27, 2015, presented by the Graduate School of Management and the Department of Viticulture and Enology.
What keeps me up at night? How do we help our clients compete with 130,000 new wines that are sold each vintage in the U.S?
That is a daunting task. But I’m not going to try and tell you there is a panacea, or get preach-y about what you are not doing. We’ve all heard that speech.
I can only share with you some ideas that my team uses to address this challenge, whether marketing brands in the U.S. or France.
There are two important questions that we winery marketers can ask ourselves: how do we make our brands more different, and how do we integrate sales and marketing functions more effectively?
You know that wine packaging is a strategic decision. The people who buy your wine are investing in a promise created by the packaging, closure, label and distribution channel you chose. But recently, there is a lot of talk in the industry about bags and boxes and kegs, sustainability and carbon footprint, closures…and you may start to wonder what the consumer research really means and what industry insiders really think.
When a sommelier – or your spouse or friend – ceremoniously pulls the cork on a bottle of wine, the aromas of flowers or fruit should fill the air. But sometimes the unmistakable funky reek of mold wafts out instead, the hallmark of a “corked” wine.
UPDATE: Andrew Barkett is leaving his post as senior engineer at Facebook to bring his decade of experience in Silicon Valley to become the first-ever chief technology officer for the Republican National Committee.The June 4 announcement has stirred a whirlwind of media coverage, including the Huffington Post and Washington Post.Bark
Agilent Technologies’ Electronic Measurement Group is a $3.6 billion business that over the past decade has seen a dramatic shift in its customer base from U.S., and Western European customers to predominantly Asia-based customers. Today, the majority of the division’s revenues are generated outside of the U.S., with an increasing concentration in China.
(Davis, CA) — The UC Davis Graduate School of Management’s full-time MBA program has been ranked among the top six percent of AACSB International-accredited programs nationwide, according to U.S. News & World Report’s latest graduate business school rankings released today.