Wednesday, October 24, 2018 - 2:50 PM - 3:25 PM
The wine industry is in an era of consolidation and change. Wineries are diversifying their vineyard footprints by planting and entering into new appellations and many are being acquired by larger players in an effort to build bigger, more varied brand portfolios.
J. Lohr Vineyards & Wines, however, is taking a different approach – choosing instead to maintain focus on only one brand name and the three chosen appellations where they have decades-long experiences in growing grapes. This strategy is opening the door to true brand loyalty for consumers who have ‘grown up’ with J. Lohr over the past four decades, as well as new wine enthusiasts. This loyalty is then driven home thanks in large part to the company’s sustainability efforts, as well as its family-owned and operated business model. The laser-focused approach to customer loyalty with an emphasis on Family, Place, and Craft has allowed J. Lohr to navigate a rather traditional industry that is full of a unique set of opportunities, challenges and pitfalls.
Rhonda Motil, VP Marketing of J. Lohr Vineyards & Wines, will walk Customer Expo attendees through the brand’s journey as a true family business over the past four decades, while navigating the increasingly complex landscape of the wine industry.
Key Takeaways:
- Establishing brand pillars that are authentic and resonate with consumers, inclusive of usage of social and digital, in a rapidly changing and consolidating industry
- The advantages of remaining true to a single brand, as opposed to potentially diluting loyalty across multiple products
- Driving engagement through cause marketing, including sustainability efforts, as a method of building foundational loyalty