Backsberg

The fact that it’s the middle of December 2009 is a scary fact - 2009 is almost done. Whilst trying to wrap up this year, I am planning for 2010. Part of my planning is definitely being informed by a really great trip to California earlier this year.

In late September, I spent a couple of days in Napa Valley. The experience was nothing short of incredible. The trip to Napa was organised through the GWCN and in turn the very dynamic Napa Valley Vintners office. So, one might argue that I got a slightly biased view of Napa; that being said, I had a great time and learnt a tremendous amount. Here are some of my top take-home points from the trip.

1. A rising tide lifts all boats philosophy - I was struck by the sense of producers playing to the same ‘brand Napa’ tune. There was a genuine sense of knowledge-sharing between vineyards - not in a Kumbaya let’s hold hands type of way, but rather in a ‘if we work together constructively we can grow both individually and collectively’ sense.
2. Environmental focus - A green approach is becoming more and more mainstream. Through the Napa Green Certified Winery and Certified Land programs, producers are really getting on board. Sure, there is an element of greenwashing in some cases, but for the most part what I saw was really positive.
3. Telling stories - Damn, they are good at putting their best foot forward. In some cases the story telling at tasting rooms can be a touch staged and maybe contrived, but by and large the people that I encountered know how to tell their story, and tell it well.
4. Staff training - The level of staff training was one of the things that impressed me the most. It was immediately clear that Napa producers have invested heavily into training their staff to be seriously competent. It was also not uncommon to have people who where qualified as winemakers working in the tasting room environment.
5. Tasting room offerings - Producers have moved beyond the regular wine tasting experience. With the proliferation of vineyards in Napa, the competition is fierce, and this has forced tasting rooms to get creative with their offering and up the quality in general.
6. Going direct - Shipping laws in the US are hugely complex. Despite this challenge, I saw many producers investing into the direct-to-consumer sales channel, wherever possible. One struggled to find a winery which didn’t have some kind of wine club or loyalty program.
7. Production focus -One of things that surprised me the most was the extent to which wine in and of itself has led tourism in Napa. Destination/tourism marketing is only now starting to kick into gear. Napa Vintners has focused on punting Napa as one of the top wine production areas in the world and everything else has fallen in line with that positioning.
8. Resources into marketing - There is some serious cash in Napa, and producers are seemingly not afraid to get out the ol’ cheque book. Sure, there are your investment bankers and IT tycoons getting in on the act, but ultimately marketing as a function is highly regarded and this is backed with serious capital.
9. Social Media Adoption - With the proximity of Silicon Valley, I suppose it’s no surprise that there is a very high level of adoption of all the various forms of social media and this is in turn twinned with strategies to drive online sales. Many consumers are interacting with wineries through online means.
10. Social/community outreach - Whether through their famous auction or various outreach programs there is a real willingness and energy on the part of some of the producers to engage with the Napa community at large, which is really great.

Here is a short slide show of some pics from Napa.

A big thank you to Great Wine Capitals and Rex Stults of Napa Valley Vintners and his team for arranging my visit. SB

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This post was written by:

Simon Back- who has written 51 posts on the Back Chat Blog. After finishing up studying economics at UCT in 2007, Simon has joined his family wine farm, Backsberg. When he is not trying to figure out what marketing wine means, he is authoring his blog, Back Chat.

Author's web site: Backsberg

Read more in Featured, Wine.

Last 3 posts by Simon Back

• Backsberg wins Sustainability Award at The Drinks Business Green Awards - February 28th, 2010
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