The (slightly) Wider World

May 24, 2012

Steven Kent Winery started as a wholesale brand. It was the only kind of sales stream I knew back in 1996.

I found out over the first few years that pouring wine for guests and future club members at our tasting room was a much more re

warding way to build relationships and fans of the wines. What was once a network of about 25 distributors dwindled down over the years to just a couple.

The other thing I found out is that for a small brand (that wasn’t yet a darling of the press or didn’t have a huge marketing budget), my wines would succeed in a market if there were a winery employee doing the heavy lifting. There are too many gigantic brands out there that suck the air out of the room for a distributor to really succeed with a tiny brand.

There is that thing about building lasting relationships, too, that we can do well in person, but that are exceedingly difficult if we go into a market cold. The growth for the brand is slow, but the growth is also solid and gratifying. As an example, the industry average for wine club member retention is 18 months. The average for the Steven Kent Portfolio wine clubs is 46! We have been able to build a lot of great friendships with our club members, some of whom later became members of our team.

I think we’ve hit on a strategy that combines the need to spread our wings again and the desire to spread them among friends. We are, in fact, seeking out our friends. We’ve begun a small movement outside of California to the Las Vegas (NV) and New Orleans (LA) markets specifically because of relationships we have built with restaurateurs over time and with family and friends. We are trying to duplicate the dynamic that occurs when you join passionate producers of wine with an already-familiar-with-the-wines group of folks passionate about producing great food.

I have audacious goals for my brands that will take a career to fulfill. The next small steps are Sin City and the Big Easy.

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One Response to “The (slightly) Wider World”

  1. […] just never had gotten around to it until this past week. As I mentioned in an earlier post, I am thinking it’s time now to begin to slowly (and, hopefully, intelligently) move into […]

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