Collective marketing - how to do it well
Collective marketing might sound like a good idea when it comes to bringing together winemakers and producers in order to promote themselves with a united marketing strategy. But does it worth it?
At Grape Content we have worked on several collective marketing approaches and we have learned that what might seems like a good idea to unite the marketing activity of different wineries, it is not always the best solution for economic growth.
Volcanic Wines of Pannonia
The idea of uniting passionate volcanic winemakers comes from Robert Gilvesy, the founder of the Gilvesy Winery. The organization has 7 members from 5 hungarian volcanic regions. The goal of the cooperation is to integrate the volcanic wine production with culture through communication, standardized packaging and marketing campaigns. In the longer-term, the objective is to trigger awareness and establish credibility for the Volcanic Wines of Pannonia regional brand among consumers, and foreign markets.
Elizabeth Gabay, MW tells her opinion about the Volcanic Wines of Pannonia association
Grape Content has brought the Volcanic Wines Of Pannonia concept to a number of PR events and international press since the launch of the cooperation.
But the initial enthusiasm waned after a while as it did not bring the numbers and the common costs far exceeded the capacity of the wineries.
“The numbers clearly show that at least 15 mid-sized wineries are needed to maintain a budget that can work in the long term and which has the communication power to create a real and new value.”
Szekszárd regional marketing
Wine regions in Hungary and around the world often share a collective reputation therefore, collective wine marketing can provide an obvious solution for wineries in the region to communicate this common value together and lead professional discussions.
This was also the case with the Szekszárd wine region, when they approached Grape Content to assess the opportunities in the region and the attitude of the wineries to the idea of a marketing collaboration, as the current system was too fragmented to work well.
Grape Content recommended a professional workshop as a starting point, where we wanted to explore the following basic pillars among winemakers in the region:
What do wineries individually need from the collaboration?
How is it worthwhile for winemakers to strategically participate in the cooperation?
Is there a consensus among winemakers with regard to the current key regional objectives? What are they?
“Winemakers are not only good wine professionals but also good business people, as they can only maintain their own success with efficient business strategy. Therefore, it is important to understand that collective marketing can never subordinate the individual livelihoods of wineries, but vice versa, it will only be successful if the wineries individually are in a better economic position as a result of regional brand communication.”
As a result of our professional workshop, it can be said that continuous professional discourse and communication between the cooperative parties is very important in order to bring their interests closer together.
As a response to the difficult situation caused by the coronavirus we are launching a hashtag campaign aimed at developing a new shopping attitude among consumers in the long run.
“With our campaign we would like to launch and raise awareness of the life-saving role of direct purchases from wineries and producers, and at the same time we would like to create a market trend that connects directly the consumer to the winery in the long run.”
We hope that our campaign will help increase the value of direct purchases from producers among consumers.
You can read more about our campaign here: