Vin de Cru...french for "Vintage Wine' is a weekly exposé and audioblog focusing on exclusive VinVillageRadio guest interviews featuring high-profile, in-depth discussions with the "who's who" in wine and food. Please read, listen and enjoy!

WineFairy chats with Paul Wagner of Balzac Marketing; and with Debra Marshall about Ontario Wineries

Segment-1: Wine Education - "Taking Ownership of Marketing" Who Is The Voice of Your Brand - Paul Wagner
 
01: Paul Wagner formed Balzac Communications & Marketing and is an instructor for Napa Valley College's Viticulture and Enology Department in addition to being a regular columnist for Vineyard & Winery Management magazine. In the May - June 2011 issue Wagner urges winery management to "think twice before making your winery's proprietor the voice of your brand." He cites Robert Mondavi as the most "successful spokesperson" in the wine industry "because he constantly traveled around the country promoting the RM brand and making connections."

 

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Segment-2: Wine Education - "Uncorking PR" Your Brand Message Depends on Quality of Story, Audience, and Delivery - Paul Wagner
 
02: "So What's Your Story?" "The hottest term in marketing these days is the brand narrative. This is a three-syllable word for what really matters, which is your story.... To do good marketing, your brand has to have a memorable story." Successful marketing takes diligent hard work. If the business owner wants to be the company spokesperson, is he or she prepared to "commit the time and energy it takes to be successful?" "Does the owner enjoy interacting with a wide range of people? And, "is the owner a gifted communicator who can really reach people on an emotional level?" Paul Wagner writes about "Taking Ownership of Marketing" in the the May - June 2011 issue of Vineyard & Winery Management magazine.

 

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Segment-3: Wine Travel - Prince Edward County is Ontario's Most Northern and Newest Appellation - Debra Marshall
 
03: Debra Marshall is a grape grower in Prince Edward County... Ontario's newest Designated Viticultural Area. Marshall farms with her husband on the family farm, near Cherry Valley, Ontario where they cultivate about ten acres of Pinot Gris and Pinot Noir, among other Vitis vinifera cultivars. The Grape Growers of Ontario is about to launch a series of videos introducing grape growers to consumers. The idea is to talk about who the growers are, what they do, and grape production. The first video will be featuring Debra and Thomas Marshall, grape-growers. Debra Marshall is a Director of the Grape Growers of Ontario.

 

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Segment-4: Wine Events - Red Tape Limits New Customer Market Access and Ontario Wineries Ability to Grow and Prosper - Debra Marshall
 
04: An issue that is very important to the Ontario wine and grape growing industry is Market Access. In Ontario, wine is sold through the LCBO, Winery Retail Stores and Direct Delivery to restaurants, hotels & bars. In order to sell through the LCBO general list section, a winery has to supply large volumes of wine. Winery retail stores are limited to the location where the wine is produced for wineries who received licences after 1993 (small winery can only sell from its farm gate) and there are off-site winery retail stores that are held by a limited number of pre-1993 licenced wineries. Small to mid-sized wineries have a difficult time reaching new customers in Ontario. They need this to change to allow the industry to grow and prosper.

 

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lynn krielow is an independent wine and food journalist, and the premier host of the "Wine and Dine" radio show heard on VinVillageRadio broadcast on wsRadio, the world-wide leader in internet talk-radio with over 4-million listeners a month!


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