Millennials often wonder why wineries don’t use more online videos to advertise their wines. The videos can be produced at a low cost, and if the winery is lucky enough to have their video “go viral,” it can attract thousands of potential customers to the winery website.
Therefore, with this in mind, our team research project this semester in Bus305W – Introduction to Wine Business was to complete a brand refresh project and create an online video for the updated brand. The target wine brand was Parducci of Mendocino County. CEO Paul Dolan and Marketing Director Kelly Lentz welcomed over 40 students to the winery in early March and provided an excellent tour of the sustainable vineyards and 1st carbon neutral winery in the USA. In addition, the students conducted a survey on consumer perceptions of the Parducci brand and analyzed Parducci’s website, social media strategy, wine club, tasting room, and retail sales.
This past week they made their presentations including new brand propositions and some entertaining online videos. Following are 6 examples – all with a focus on sustainable winemaking. Which is your favorite?
Environmentally Conscious Wine Purchase
Mendo Gold – I’m Sustainable
Balloon Grapes and the SOB Man
Parducci Winery is Fish Friendly
When You Help Mother Nature
Birthed From the Earth