By Christine Salins
Evans & Tate is Margaret River’s biggest winery, but brand manager George Stupart says its marketing strategy is to ensure it is viewed as not just the biggest but also the best.
“We are strongly focused on our customers’ needs and approach everything we do with the mantra ‘how can we add value to our customer’s business?’
“We continue to place strong focus on the basics – range, pricing, logistics – and our sales teams work closely with all our customers at various levels to uncover specific opportunities for growth,” Stupart said.
“We are very excited by the innovation and possibilities the new era of digital marketing provides. Our website and social media channels are of a world class standard and we will continue to leverage and evolve these assets to reach more Australian and international wine drinkers more often.
“Ongoing tastings and education sessions with our winemaker will continue to have a part to play in our go to market strategy this year. We are also very interested in exploring on-pack promotional activities as they play to our strengths as a business and require minimal time or resource from our customers to activate at scale,” he said.
“We know shoppers are looking for stories and information they can relay in everyday language. Whilst medals and Halliday points still play a role, we are seeing increasing engagement with fun, friendly shelf talkers that provide nuggets of information (food matching, flavour profile) in a personable way.
“Western Australia has some terrific stories to tell, from the moderate maritime climate of Margaret River, which delivers consistently outstanding vintages year in year out, to the cooler Great Southern regions with yet to be discovered world class Riesling and Pinot Noirs.”