Wine Cans of Missoula
By: Maggie Burghardt
Tags: Wine

Social Media Strategy

House Wine’s social media strategy prioritizes one-to-one communication with the end consumer. As ambassadors, our mission is essentially promoting occasions to buy and enjoy wine. We do this by building brand awareness and establishing brand loyalty. House Wine’s social media strategy at its core is to move, grow, and increase. This model encourages ambassadors to move the meter by driving traffic and sales for the brand, grow an audience by increasing followers on social media, and increase awareness with consistent and engaging content to build loyalty and relevance within the target audience.

In order to have a successful social media strategy, House Wine outlines specific messaging priorities in regard to their content tone and voice. Most importantly, the content must be eye-catching. The post should catch a user’s eye enough to make them stop scrolling through their newsfeed and engage with the post. Users engage with a post by liking and or commenting on the post, viewing the account profile, or going to the website. To engage with friends, followers, fans, and influencers, the voice of the content should be consistent and encourage conversation. The easiest way to encourage conversation is by asking open-ended questions like, “Which wine do you love pairing with X?” or “How would you described the notes of Y?” Finally, House wine wants to ensure that all captions are informative, thought-provoking, and clearly expressed.

At its most basic level, the social media content must be relevant to the primary audience in mind. Each post is accompanied by images and or videos. Another content priority is that posts are clear and concise. This can be accomplished by including important information in the first two sentences of the post. Additionally, the content almost always needs to link or a call to action. One of House Wine’s top priorities regarding the voice of their content is inclusivity. For example, instead of captioning a post with something like “House Wine is so excited to celebrate…” we say “We are so excited to celebrate…” House Wine has a clear brand voice they want to portray. Specifically, they want their voice to be energetic, fun, witty, and clever. It is important to the brand that they avoid sounding sarcastic or overly enthusiastic.

Merchandising Strategy

House Wine’s merchandising strategy is to think outside the box. They follow general guidelines outlining key elements for wine can success. The first element is thinking outside of traditional wine placements. Some examples of untraditional venues include pizza parlors, transit centers, theaters, golf courses, and sports stadiums. Another one of House Wine’s merchandising strategies is targeting grab and go dining. Some example of on-premise grab and go dining spots include hotel lobbies, gift shops, breweries, food trucks, and poolside snack shops.

Their second key merchandising element is creating new opportunities for discovery. This strategy centers around cross-merchandising in a variety of off-premise establishments. Examples of items cross merchandised with canned wine include tailgating and holiday products. Examples of unique product placement locations include the Deli, produce section, and checkout area.

House Wine’s last key merchandising strategy is considering alternatives and prioritizing placement. This element involves strategically placing canned wine near wine alternatives like beer and hard seltzers. This strategy intends to raise awareness of canned wine and present an alternative to targeted consumers. Additionally, House Wine considers cold box placement essential for success. Due to the fact that the majority of canned wine consumers are buying for immediate consumption, House Wine’s knows that ‘cold is sold’ and strategize accordingly.

Off-Premise vs. On-Premise

To further understand House Wine’s merchandising strategy it is important to recognize the difference between off-premise establishments and on-premise establishments. An off-premise establishment is one in which alcohol is meant to be consumed off site. ​Examples of-premise establishments include liquor stores, grocery stores, and convenience stores. A few off-premise establishments in Missoula currently offering House Wine are Orange Street Food Farm, Albertsons, Grizzly Grocery, and the South Ave Market. An off-premise liquor license is “designed for customers who purchase alcohol and then take it somewhere else for consumption” and the types of off-premise establishments vary by state based on local liquor laws. For example, liquor laws in Montana permit off-premise establishments to sell beer and wine from 8:30 a.m to 2:00 a.m and state-run liquor stores can sell liquor from 10:00 a.m. to 8:00 p.m. Monday through Saturday.

An on-premise establishment is one in which alcohol is meant to be consumed on site. Examples of off-premise establishments include restaurants, bars, and fast-casual dining. A few off-premise accounts that I have been targeting include the Larchmont Golf Course, the Missoula Country Club, the Kettlehouse amphitheater, and the Wilma. The on-premise license is “intended to allow customers to drink within a specifically designated area where servers can monitor the process of drinking.” On-premise establishments can “prevent sales to minors and stop sales when someone is intoxicated.” In Montana, on-premise establishments are permitted to sell alcohol from 11:00 a.m. to 11:00 p.m.

Key Selling Points

One of House Wine’s key selling points is their minimal recycling footprint​. House Wine cans are made of aluminum making them a sustainable and eco-friendly alternative to glass. In fact, aluminum cans are more sustainable than glass with lower fuel costs and less material per ounce. According to the Aluminum Association, “aluminum cans are the most sustainable beverage package on virtually every measure.” Aluminum cans are eco-friendly for a variety of reasons, the first being that 75% of all aluminum ever produced is still in use today. Another obvious benefit of aluminum cans is that they “have a higher recycling rate and more recycled content than competing package types.” Aluminum cans contain roughly 70% recycled content, which is three times more than glass or plastic bottles. ​After an aluminum can is recycled, it can be returned to a store shelf as a new can in as little as 60 days​. The last benefit of aluminum its cost-effective transportation. Aluminum cans are cost-effective because they are stackable, strong, and have a high cubic efficiency which allows “ brands to package and transport more beverages using less material.” Additionally, lightweight aluminum cans cut down on fuel costs.

Another one of House Wine’s key selling points is the ease and convenience of their cans. Convenient and easy cans make House Wine the ideal product for any on-premise establishment. House wine cans are particularly fitting for on-premise establishments with limited space. Cans are stackable, easily opened without other tools, and take up smaller amounts of space in recycling. In addition, canned wine benefits employees working at on-premise establishments in four ways. First, canned wine cases are easy to lift and transport. Second, wine cans do not need to be opened with a corkscrew. Third, SKUs such as the House Sangria, Paloma, and Casarita Margarita make quick, delicious cocktail mixers. Fourth, one 375 ml House Wine single-serve can yield about two and a half glasses of wine and does not have to be poured into a glass. All of these features increase the speed of service and save time in cleaning, therefore allowing the establishment to serve more customers and make more money.

7 Steps to a Successful Sales Meeting

The first step to a sales meeting is preparing to meet with the client. To prepare for the meeting, I research the client and prepare at least three reasons as to why our product will add value to their account. I must be able to answer three important questions before the meeting; What is the goal of the call? What do I need to find out during the call?​ What’s the next step after the meeting?​ My goal is to know as much information as possible about the product I am selling including pricing and packing sizes. Finally, I bring all materials including sell sheets, tasting notes, and most importantly cold samples. The second step to a sales meeting is entering like a professional. I accomplish this by presenting myself, my company, and the product in a positive light. This means looking the part and being prepared with the knowledge and materials needed to secure the sale. My attire and grooming looks put together and professional​. House wine prefers dark wash jeans, an appropriate top, and reasonable footwear. The third step is surveying for sales opportunities, both on and off-premise. For on-premise establishments I first survey the wine department and ask the following questions; is the product already on the shelf? If so, what products do they have? What additional SKUs might benefit them? Is the product in the cold box? What items do they carry from our competitors? Secondly, I walk the entire store to identify display opportunities and ask myself if our products are already on display and if so, how they being merchandised. For on-premise establishments, I study their current wine list and consider the types of food on the menu. I will then observe the areas of the restaurant or bar in which customers frequent the most. Specifically, I will look for posters and table tents, and take note of any happy hours, specials drink nights offered by the establishment. Doing this helps me determine which display features to use and which tailored events would add value to the establishment. The fourth step is taking inventory and servicing existing products. If the establishment is offering House Wine I will take note of which products are on display. For each SKU, I check the product inventory within the display and any product in backstock. Finally, I take note of any product that is running low and determine if there needs to be a reorder. The fifth step is making my presentation. First I will have the customer explain their needs and identify problems their business is facing, specifically ones that could be solved by adding canned wine to their product portfolio. I will then I will prioritize their needs and discuss how offering House Wine could benefit their business. Next, I will have the customer identify the value in solving the identified problems. At this stage in the meeting, I will provide an overview of our different wine offerings and ask if they are interested in a wine tasting to sample our products. Next, I will summarize the advantages of canned wine and correlate these advantages to previously identified needs. The last and perhaps most challenging part is asking for the order. Although it can feel awkward, I ask confidently and get straight to the point. My go-to is “Why don’t we go ahead and order x cases of y and z?” The sixth step is to thank, remind, and collect. First, I thank the buyer for their business. If I was not able to secure a sale I thank the buyer for their time and consideration and I give them my business card in case they change their mind or circumstances change. Assuming I have made a sale, I will next ask the buyer for their preferred form of communication and establish a schedule for follow-up calls and customer visits. Then I ask what House Wine can do as a wine supplier to keep our relationship strong. Finally, I remind the buyer which products will be order and any other pertinent details discuss during the meeting. I will always follow up with an email confirming the order, thanking them for their business, and giving them an estimate of when they should receive their shipment. The seventh and final step is formally documenting important information discussed during the meeting. The notes I take during meetings are barely legible and not all of the information I write down is relevant. After the meeting, I type out and re-organize my meeting notes in google docs for easy accessibility. I record what the buyer decided to purchase including SKUs and case counts. I will also record details such as the best time to visit the customer, the days and hours the buyer works, and their preferred communication. Assuming an order is placed, I will use these records to communicate order details to my regional manager. Finally, I set future objectives for that account. I will write down several thoughts on how I can move business forward in the future. I keep track of what I have pitched to that account and identify the successes as well as any objections from the buyer.

Careers in the Wine Industry

One of our weekly intern meetings was dedicated to information regarding post-graduate opportunities within House Wine. Two regional managers from Washington and Oregon and a Territory manager from Idaho spoke about their experience with House Wine. We also heard from a sales associate and a sales consultant, both of whom had participated in the internship and are now working full-time with House Wine distributors all around the Northwest.

Working for a Distributor

A House Wine intern will usually begin working for a distributor and then transition to a sales position within House Wine. While working for a distributor, one will typically start as a sales associate. After some experience as an associate, they could be promoted to a sales consultant and thereafter an area manager. At a basic level, a sales associate assists sales consultants in multiple territories​. Specifically, they build displays, update pricing, perform general sales duties, and maintain positive relationships with customers​. A sales consultant manages a particular territory of accounts. They ultimately identify business opportunities within each account​, achieve sales goals on a monthly basis, document account​ information, and build strong relationships with customers​. An area manager manages a team of sales consultants. They ensure success by defining sales expectations and monitors their team’s progress. They conduct sales meetings, product presentations, and training seminars.

Working for a Supplier

After working for a distributor, one will likely begin working for the supplier, as in House Wine. One will typically begin as a territory manager, then a regional manager, and finally a sales director. Territory managers manage all accounts within a territory​. They function as an overlay to the distributor​ and identify business opportunities within each account​. They primarily engage with the distributor by strategizing on account objectives​ and maintaining strong relationships with clients. Regional managers manage distributors within a state or region​ and often manages a team of territory managers. They primarily set business goals and objectives with the distributor leadership​ and manages inventory​ and shipments of product to the distributor​. Sales Directors perform duties similar to the Regional Manager, but​ at a higher level. They engage with executives to build and maintain distributor relationships. They primarily oversee a larger team of regional managers and territory managers.