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Article: Pepping up tasting room sales: the Fetzer solution. (Fetzer Vineyards)
- Article from:
- Wines & Vines
- Article date:
- August 1, 1995
- Author:
CopyrightCOPYRIGHT 1995 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Six years ago, Fetzer Vice President Brad McDonald and Jim Fetzer made an intensive tour of the Napa Valley. They were curious to find out why tasting room sales were on a steady decline.
"Safeway, Liquor Barn and Trader Joe's were merchandising premium wines so other purchase sites were available. Plus, the momentum was growing for responsible consumption and driving. People were tasting fewer wines," says McDonald.
But the most revealing fact was "that one tasting room was no different than the rest. They were merchandising as if it was 50 years ago. It wasn't an interesting experience for the consumer."
Fast forward to 1995, to the Fetzer Tasting ...