Want to take your wine business to the next level? Here’s a tip for all wine lovers, makers, and retailers; pair good wine with a good cause.
In the vast world of marketing I’m sure you have heard of or will come across the concept of Cause Marketing (synonymous with Cause-related Marketing). Pushing the boundaries, Cause Marketing is a marketing tool used to sell a for-profit product or service with the intention of benefiting a non-profit.
By linking a product to the virtue of a greater good, it encourages consumers to foster loyalty with an existing brand or switch brands while simultaneously increasing sales and driving more awareness to the cause at hand. Revolving around a company’s individual goals, Cause Marketing is a strategic method to not only differentiate the business but embrace social responsibility.
How can this work for wine industry? Let's take a look at some success stories.
NASTY WOMAN WINES:
A message in a bottle, with every purchase NASTY WOMAN WINES donates a percentage of proceeds to charities driven to getting “more women to the table”. Founded on Election Day 2016, Meg Murray, was just one of the many women around the world who became concerned about the future of women and the advancement of gender equality. Allowing for 20% of net profits to go towards making gender equality a reality. Feminine, confident, and passionate, NASTY WOMAN WINES speak for themselves and with names like ‘Pave The Way Chardonnay’, ‘Pantsuit Pinot Noir’, and ‘Boss Lady Bubbles’, you can’t help but feel as though you are a part of the movement.
Jackson Family Wines:
In a 21st century challenge, and as a growing agricultural business, the wine industry must be aware of the environmental impact of everyday tasks including, water usage, herbicides/pesticides, waste management, etc. Dedicated to demonstrating accountability and the importance of operating in a sustainable manner, Jackson Family Wines strongly believes in educating others on the matter. A large production winery, but still centered around family, Jackson Family Wines donates to organizations that serve the local Sonoma community by educating and promoting sustainable workforce practices, especially sustainable winemaking.
Going above and beyond, ONEHOPE has one vision, and that is to make the world a better place. A community built around a vineyard, ONEHOPE produces bottles that give back on a larger scale. Donating 50% percent of their profits to charitable causes, the wine brand allows consumers to choose where to donate their money. From breast cancer research to, environmental restoration, providing clean drinking water, ending childhood hunger, and increasing pet adoptions, the areas in which one can help are endless. Provided it's a relatively simple concept with a huge impact; it’s an easy method allowing consumers to simply pop open one of their favorite bottles, perhaps a Glitter Edition Brut or a Rutherford Estate Sauvignon Blanc, and indulge in doing good.
Ready to change your company’s social impact?
The future looks bright for Cause Marketing in the wine industry, as more and more people are buying from businesses that give back, maintain quality over quantity, and that have some sort of an emotional tie. Creating a charitable business model does not mean you have to re-invent the wheel or embark on the journey of starting an entirely new business. Many in fact are turning to solutions as simple as offering special promos and donating part of the sale proceeds, or taking a creative route by launching a second label.
At this point, it’s important to notice that the nature of the wine industry naturally attracts people that are of a generous spirit and often engage in philanthropic behavior. However if Cause Marketing does not impact sales in conjunction with being able to give back, it will be difficult to justify the investment. Keep in mind that, along with an emotional backing and the desire to make a difference, a rational perspective is necessary to assure that donations are being matched with an increase of sales.
Final word of advice…
Create the bottle people feel good about drinking.