Bob Dylan’s lyrics, The times, they are a changin’, spoke of the many changes disrupting the world when he first sang this song. Time changes things—sometimes for good, but often for worse. A change for the worse is happening right now. This change is inflation. Inflation is wreaking havoc. Prices for everything are going higher. Fuel, produce, electronics, appliances, vehicles (if you can get one); all have skyrocketed.

What about your products? Have you joined the race to keep up by marking up your wines, whiskeys, and other spirits? You will soon if you have not already. But what are you doing to retain your current customers? Have you considered how to attract new people to your products?

Local Wineries and Distilleries Not Addressing Inflation

I have not seen many wineries or distilleries address the inflation challenge facing their customers. I’m sure you are looking at your bottom line. And you should if you haven’t already. But that cannot be your sole focus. It may be about you to you, but your customers believe it’s all about them. Guess what? They’re right! It is all about them!

Your winery or distillery will not last if you don’t understand and focus on your customer. Read that sentence again. Your winery or distillery will not last; if you don’t understand and focus on your customer.

Most wineries have little money to market themselves, don’t have the time to market themselves or experience a combination of too little money and not enough time. So, if you don’t understand and focus on the customer, you’ll be putting a for-sale sign on your property. Consider the following.

• Unleaded gas cost about $1.97 a gallon less than two years ago – today, it’s nearly $2 a gallon more
• Heating costs have increased by a minimum of $40 per month
• The average worker is earning less because of inflation, even with significant pay increases

Inflation is forcing more and more people to make choices. Eat out less. No vacations or vacations closer to home; even buying a less expensive brand of wine and, or spirits. Yes, other wines and spirits will do if it’s a choice between your product and one that’s a few dollars less. A person may not want to give up a glass of wine or bourbon, but the longer inflation remains (and it will for longer than anyone wants), the more you will see decisions like this happening.

Low Price Won’t Keep Customers

I’m not saying that you need to keep prices low. That strategy is not better than doing nothing and will have the same result. Instead, you need to approach your business smartly. You may need to increase prices to keep up with inflation. But you also need to be so irresistible and valued by your customer that only death itself will keep them from abandoning your business.

Be a Valued Business

First, this blog post assumes that you produce a great product. Now, let’s discuss what value is not. Value is not adding another music group to play at your venue. Nor is it emailing a customer more frequently. And value is not offering another free wine glass with purchase.

Being a valued business IS providing amazing customer service even when (actually, especially when) your serving area is packed. It’s paying attention to people who are not actual friends but treating them like they are. Amazing customer service is smiling and interacting even when you don’t feel like it. It’s about making even the crabbiest, onery customers feel special even though they don’t deserve it. That type of customer service gets recognized AND remembered. 

Valued Email

Wineries and distilleries are different from most businesses people visit. Perhaps that’s why your emails receive a little more grace than they should. I see way too many emails constantly battering people in an attempt to sell more of their product than engaging and providing value.

Too many share what’s happening at their venue and an offer to sell more bottles. You will receive some orders, but ask yourself this—how many of your customers live within easy driving distance of your facility? Many people visiting a winery or distillery tend to live far from the business. So, if you have an entertainer they don’t know or offer a wine they didn’t like, then repeat this consistently; will they be excited to receive that email?

Help in Times of Inflation

All of this may sound gloomy—and it is for those who are not prepared. You can thrive during times of unprecedented inflation if you know how. Wine and Spirits Source Marketing can help. Contact us for a no-obligation discovery visit or call and ensure your business will survive.