The last few months of 2010 were wonderfully busy at the winery. Crush, which took place between the months of August and October was a huge success! Our partner Vineyards in Napa and Sonoma delivered beautiful fruit that hardly needed to be sorted. The addition of NEW 2010 variety's to crush kept the staff on its toes and created new and exciting challenges for our resident winemakers. Alongside crush season, we bottled, corked and labeled wine from 2009, and in between wine profiles and general winemaking for 2010, we had a holiday party for barrel owners. Thanks for the turn out, it was a great way to usher in the new year!
Another accomplishment of 2010 was the creation of the Vintners Own proprietary Syrah. Our own custom blend and label involved a search for distinctiveness, boldness and clarity. As Marty Neumeier says: “The long term survival of a brand depends on staying focused and as positioning expert Jack Trout succinctly puts it, "differentiate or die." As any marketing guru or branding expert will tell you, keeping a brand alive and in focus involves a lot of creativity. Once any company has created a logo, there is always the challenge of communicating its brand to as many consumers as possible.
For businesses, custom branded wine is great for delivering, rejuvenating or changing a brand. It’s also a great way to keep products and services in sharp focus. In 2010 we created custom labeled wine for: Stewart Title, Jackson Cooksey, Wavestream, and the Ferrari Club of America to name a few. During the holiday's, we put together custom wine gift baskets for Greg Reid a principal of RDG Capital, which was acquired by Salient Partners in early December. Custom labeled 'Salient Partners' bottles eased the transition from one solid brand to another.
For restaurants, creating a proprietary wine blend with a custom label is a great way to add additional visibility and cut through market noise. Just the way driving a car gives a sense of the make and model (is it a smooth or bumpy ride? Is the car sleek and racy or safe and reliable?) Creating an in house wine blend can give consumers a test drive of your brand. Whether a Syrah with hints of dark cherry and vanilla or a buttery smooth chardonnay best communicates the personality of your restaurant or business, a proprietary wine adds a little more brand identity.