tag:blogger.com,1999:blog-40231505546093578462011-12-20T06:39:31.708-08:00A full service branding, strategy and communications firm serving wine businesses.dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.comBlogger691100tag:blogger.com,1999:blog-4023150554609357846.post-88298199301784452862011-12-15T17:38:00.000-08:002011-12-20T06:39:31.745-08:00

This fall, I had the pleasure of presenting with Allan Wright, owner of Zephyr Adventures, at the first annual Wine Tourism Conference held in Napa, California.  Allan is well known in the industry for his wine and beer bloggers conferences; in fact, the wine bloggers will be coming to Portland in August! We were asked by conference organizer, Elizabeth Martin-Calder -- a marketing veteran

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-80405104200546413972011-10-31T17:34:00.000-07:002011-10-31T17:34:06.624-07:00

When taking on new clients, it is imperative to get to know the people and the places behind the brand.   The first meeting allows the client to express the vision for his or her business and provides Trellis Wine Consulting the information we need to serve the client in the best way possible. On September 14, I toured my first winery (and at that point our newest client) Abacela and learned the

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-50743753269444213432011-10-13T21:58:00.000-07:002011-10-13T22:03:27.504-07:00

This Monday I had the pleasure of judging the 2011 Idaho Wine Competition, which is run by Wine Press NW and hosted by the Idaho Wine Commission.  I truly enjoyed experiencing these new wine regions and discovering some gems.  Idaho has grown from approximately 11 wineries just a decade ago to over 40.  The commission seems to have improved its marketing significantly, and I'll be following

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-18610714069206081022011-09-23T12:45:00.000-07:002011-09-23T12:45:36.441-07:00

All businesses that stay in business achieve milestones.  Since starting Trellis Wine Consulting three and a half years ago, I've been on a fast-paced learning path filled with them -- some more cheerful and inspiring than others.  The first milestones that come to mind include incorporating and registering a mark, getting my first client, getting my first big client, receiving a client's

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-89250874183238027542011-09-03T15:08:00.000-07:002011-09-03T15:09:19.879-07:00

Innovation begins with creating an environment where creativity and problem solving thrive.  Companies with cultures of fear, creativity blocking attitudes -- "no" or "we can't do that", and complacency -- "it's always been this way", struggle with innovation because they don't have the foundation. Harvard Business School Professor, Teresa M. Amabile well described the link between creativity

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-47883931350509899352011-08-19T08:56:00.000-07:002011-08-19T08:56:31.142-07:00

We can probably all relate to trouble with a current or former boss  -- lamenting one's superior is common practice; it's the sound of the chorus during Friday happy hours around the globe. Over the course of one's career, it's not unusual to experience an array of bosses with quite a spectrum of management styles.  On the really tough end of the spectrum there's the mean-spirited low confidence

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-82676310528309794382011-08-14T13:26:00.000-07:002011-08-14T13:26:58.079-07:00

Grapevine Magazine featured two articles of mine in its recent Harvest Issue.  "A Winery Leader's Primary Role" examines three common elements as identified by Silicon Valley Bank's Raymond Nasr -- Tradition, Struggle and Absolute Trust.  I tend to find that wineries are sufficient to strong in the first two elements, but may be lacking in the third, Absolute Trust, which is built by having a

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-19020160900350043462011-07-27T10:57:00.000-07:002011-07-27T10:57:55.360-07:00

What is your leadership style and how does it inspire (or deflate) your team?  A winery's culture is influenced by its team members, but begins with the owner or operator's vision for leadership.  As many proprietors enter the industry with a vision to make (rather than sell) wine, leadership style may be a secondary consideration or ignored all together.  Those who do thoughtfully construct a

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-44390628073310833102011-07-07T18:12:00.000-07:002011-07-07T18:12:32.942-07:00

Recently, while speaking at SOWine2, I had the opportunity to enjoy a design presentation given by Richard Roberts, Creative Director at Palazzo Creative in Seattle.  I was pleased to connect a name and firm with some work I'd already admired -- Palazzo did the re-branding for L'Ecole 41, a known Walla Walla based winery, which I saw during the Taste Washington event held in Portland two months

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-42093393897806168742011-06-20T18:46:00.000-07:002011-06-20T18:47:09.713-07:00

This month I had the pleasure of judging the Washington State Fair wine competition held annually in Yakima.  Wade Wolfe, noted winemaker who with his wife owns Thurnston Wolf, was my panel's head judge.  Together, the six of us on the panel tasted about 150 wines including white blends, Bordeaux blends, Cabernet Sauvignon and dessert style. Some of my top scoring wines are listed below. (Note

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-7300183049606627602011-06-15T22:22:00.000-07:002011-06-15T22:22:56.509-07:00

Yesterday I had the honor and pleasure of presenting "Building a Winning Marketing and Sales Plan" to an enthusiastic audience at SOWine 2.  I was impressed by the enthusiasm, energy and attendance at this second annual event held in Central Point targeting Southern Oregon producers.  In fact, my mind is still racing with thoughts about the knowledge gained from thoughtful audience questions and

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-76957838774335660572011-05-18T18:27:00.000-07:002011-05-18T18:27:07.666-07:00

I recently had the pleasure of being interviewed by writer, Jon Bell, for his Portland Business Journal piece.  I spoke with him about the importance of recognizing the extremely competitive nature of the industry and subsequent need for a strong business plan and marketing effort in addition to great wine that over delivers on value. Read the full article by visiting my website's News page in

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-6323373933221189212011-05-16T14:38:00.000-07:002011-05-16T14:38:34.269-07:00

Why look to gaming to provide best practices for the wine industry?  Because we're all in the hospitality industry first.  Many in wine prefer to focus on the product attributes (variety, oak treatment, aging time, etc.), but given the tremendous competition, it is much easier to differentiate and sell profitably given a winery's service attributes (customer experience, club member benefits, etc.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-67762856626876484292011-04-14T13:24:00.000-07:002011-04-14T13:27:04.449-07:00

I recently attended a seminar about wine reviewing during the Washington Wine Commission's Seattle Taste Washington weekend.  Panelists included Sara Schneider, Sunset Magazine, Becky Murphy, Director of the Dallas Morning News wine competition, W. Blake Gray, Gray Market Report blogger and moderator, Sean Sullivan of Washington Wine Report.  Each described his system for reviewing wines -- 20

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-56192457027825929522011-04-10T17:35:00.000-07:002011-04-10T17:51:23.801-07:00

Today I read an interesting article, Inanity of Immediate Response by Daniel Markovitz, Stanford and Ohio State professor. While written for the Institute of Management Consulting (IMC) members, it also applies to wineries, which are first in the hospitality industry and second in wine production.Markovitz laments the common consultant cry, "I didn't get anything (strategic) done today because I

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-11879113150106197672011-03-17T13:26:00.000-07:002011-03-17T14:05:55.998-07:00

I'm often asked by potential clients how I will work with them to get a specific result -- for example, improve distribution in a particular region, gain more media recognition, or improve overall sales. Some people are surprised that my approach to brand development/launch and turn around projects is always the same, even though the individual client needs may be quite different.Delivering

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-81070565617651422812011-03-03T15:12:00.000-08:002011-03-03T15:51:54.487-08:00

Strategy is critically important in every business. But it is meaningless if it resides only on paper or worse, "in your head". One of the primary challenges of any owner/ operator faces is how to live his business strategy, aligning goals with successful execution.A few months ago I read an HBS article interviewing the authors of One Strategy: Organization, Planning and Decision Making -

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-83999616208734913192011-02-10T12:26:00.000-08:002011-05-02T13:51:15.547-07:00

In a recent post I discussed the four critical roles of a marketer (instigator, innovator, integrator and implementer) in the context of an article about how GE transformed marketing from a support function to a leading capability driving company growth. In addition to changing the way it viewed marketing, GE invested time in evaluating its marketing teams and establishing benchmark criteria to

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-4268025954979079032011-01-20T08:37:00.000-08:002011-01-20T09:04:51.344-08:00

In a recent HBS working paper, Linda Hill, Harvard business school professor and author of the widely read, Becoming a Manager, discusses her latest book, Being the Boss. She outlines three imperatives for managers including self management, team management and network management. Hill also critiques relying on formal authority as a management technique. I look forward to reading her new book

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-87577757983595416012011-01-13T10:16:00.000-08:002011-01-13T11:00:12.144-08:00

Wineries operate with many different structures. Smaller ventures tend to have the "mom and pop" (or just mom or pop) doing everything from vinifying to selling to books. Medium-sized wineries typically either have a President, GM or shared management team, and larger corporations employ officers with ranks of reporting teams and divisions. In every structure type, there is a primary role for

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-38468234886172063932010-12-21T10:05:00.000-08:002010-12-21T14:41:59.565-08:00

Harvard Business Review sends a weekly email with links to article summaries, and I enjoy receiving it to stretch me beyond the issues in the wine industry. Last week, there was a link to "Unleashing the Power of Marketing", an intriguing piece about how GE transformed the function of marketing from a support to a critical role to engineer growth by collaborating with customers, and identifying

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-51294743003417913022010-12-15T12:28:00.000-08:002011-03-22T13:42:46.630-07:00

Read the latest issue of Strategic Guidance from the Ground Up, our bi-monthly newsletter. Learn about new time saving features from Google, large format bottle design suppliers and read the feature on the Transformative Power of Preparation and Goal-Setting.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-85478500470080630562010-11-17T07:57:00.000-08:002010-11-22T12:02:13.799-08:00

In my last newsletter, I wrote about the importance of analyzing account level data from the wholesale market. For smaller wineries, getting this data and knowing how to use it can be a challenge. For larger businesses, allocating the resources to wading through all of the data usually means having a dedicated person or team.The first step is, of course, gaining access to the data. Depending on

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-23298896457176252992010-11-17T07:54:00.000-08:002010-11-17T07:56:56.972-08:00

Edition 15 covers part II of Increasing Sales with Marketing-Driven Strategies, a review of Grappos.com and discusses the importance of analyzing account level data.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-82139454199564100312010-10-25T08:19:00.000-07:002010-10-28T17:01:06.612-07:00

There is a natural tendency to cut marketing spending during a down economic cycle. When revenues and margin begin to decrease, business managers begin to look at ways to cut costs to maintain an acceptable level of profitability.Marketing is typically in one of those "first to go" categories. While understandable since measuring ROI can be tricky given the demand creation cycle, cutting these

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-55486972976571437132010-10-21T09:46:00.000-07:002010-10-25T12:47:20.565-07:00

Setting goals is normal part of everyday living in modern society. Whether it's getting to the gym three times per week, creating and tracking a budget, or spending time with the family on Sundays, setting specific goals helps identify what is important and to live a life of purpose.In the business world, setting and measuring goals is a very important practice for success. John Wooden, one of

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-56004175518727050922010-09-08T13:06:00.001-07:002010-09-08T13:47:34.080-07:00

It gives me great pleasure to announce the grand opening of Swiftwater Cellars this Friday! This is truly Washington's ultimate destination winery -- delicious wines by Tony Rynders and Linda Trotta; fine cuisine and hospitality by Chef Matt Bates, F&B Norm Dillard and Club and Event Manager, Jami Parks; and a solid accounting and business foundation by Controller, Bjorn Gjerde. It's a beautiful

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-78684405759774062232010-09-05T10:23:00.001-07:002010-09-05T11:04:16.011-07:00

I was happy to return as a judge for the Oregon State Fair's wine competition. As usual, Elaine Lisle and Desa Swaim did an incredible job with the volunteers, organization and excellent treatment of their judges. The pre-judging dinner at Bentley's in Salem is always a treat because it features gold medal winners from the prior year. Sommelier Brian Kemmerle, a fellow judge, and chef Derek

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-46544114074210487892010-09-01T08:55:00.000-07:002010-09-01T08:58:07.212-07:00

Check out the latest edition of Strategic Guidance from the Ground Up, the Trellis Wine Consulting bi-monthly newsletter. In this issue I discuss how to create a marketing-driven business plan, an online meeting scheduler and present latest client and company news.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-12252683848134154162010-08-27T10:44:00.001-07:002010-08-30T14:30:29.431-07:00

A few weeks ago, I had the pleasure of working with Andrea Johnson of Andrea Johnson Photography on a lifestyle photo shoot for Stoller Vineyards. The winery is a fantastic place to spend an afternoon picnicking or a weekend escaping from daily life. With 3 guest homes on the property and ample space for relaxation, it's a great Willamette Valley destination. Further, the hospitality provided by

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-79072298915608349012010-08-24T19:32:00.000-07:002010-08-25T18:08:47.176-07:00

This morning I spoke to a crowd of about 40 participants at a wine marketing workshop hosted by Oregon Wine Board. The focus was on outlining the key elements of a business plan, drilling into the specifics of the marketing plan, and discussing best practices for getting started, implementation and creating a culture that seeks continuous improvement. I was impressed by the good comments from the

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-62387196780498373372010-08-05T12:54:00.001-07:002010-08-05T15:55:21.046-07:00

This year I've completed a number of market research surveys for Stoller Vineyards. When the project began I surveyed the wine club and brand managers to get feedback on topics ranging from wine quality, pricing and value to brand communication and sales materials. We also studied visitor experience and perceptions. I then used this feedback to develop a SWOT analysis and the 2010 marketing

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-70146950554504163992010-07-12T10:17:00.000-07:002010-07-16T15:22:30.468-07:00

Do you remember it? I think mine was a Sunday afternoon drive to Sonoma with visits to Domaine Carneros and Cline Cellars in August of 2000... Well, actually, that's not true -- it was while studying in France in 1998: I had arrived early for a program through Duke at La Sorbonne and decided to head to Bordeaux. While there I booked a tour through the Office du Tourisme and ended up on a bus with

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-55803678906628685902010-06-29T10:07:00.001-07:002010-06-29T10:58:47.382-07:00

I spent this past weekend in Walla Walla at the wine blogger's conference. My reasons for attending were two-fold, to present Stoller's 2007 JV Pinot Noir during a live tweet red tasting and to network and learn. Happy to report that the wine showed very well -- our main goal was building awareness. The follow up is measuring an increase in that awareness and translation to sales -- hardly a

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-61305190908450439512010-06-25T10:31:00.000-07:002010-06-25T10:35:55.443-07:00

Grapevine recently published my article, The True Meaning and Value of Marketing, in its May-June issue. I examine the differences between sales and marketing, demonstrating how the former is what moves the boxes and the latter what creates demand for them. Then I go on to examine the components of a marketing-driven sales strategy.Also, check out my latest bi-monthly newsletter where I discuss

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-82942471184926995322010-06-21T09:21:00.001-07:002010-06-21T09:23:15.646-07:00

Medford's ABC affiliate, KDTV channel 12 featured SOWine on its website with an article and video

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-26338766758887335212010-06-19T14:58:00.001-07:002010-07-07T07:03:31.622-07:00

I had the pleasure of judging Washington's Sunshine wine competition on June 12. My panel, headed up by Andy Perdue of Wine Press Northwest, saw Viognier, white blends, Pinot Noir, Cabernet Sauvignon, Bordeaux blends, dessert whites and fruit wines. As usual, Washington Cabernet Sauvignon shined.Below is a list of my favorite wines with tasting notes and two medal notations -- the one I

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-40692857842045738962010-06-19T13:45:00.000-07:002010-06-20T13:01:56.524-07:00

What a fantastic conference put on by marketing guru, Marilyn Hawkins of Hawkins & Company PR of Ashland, Oregon. Marilyn and her right-hand woman, Vicki Griesinger, were organized, enthusiastic and kept the schedule running on time -- not an easy feat when you have over 100 people in attendance.SoWine was created to focus on sales and marketing for the fast-growing regions in Southern Oregon

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-84717825892282585662010-06-02T08:10:00.000-07:002010-06-02T08:17:15.032-07:00

On June 14, I will be speaking at SoWINE, the Southern Oregon Wine Marketing Conference being held at OSU extension in Central Point (Medford area). The purpose of the event is to enable small wineries to address current challenges and better plan for the future of their businesses. My talk, Developing a marketing plan for wine and winegrapes, will be a more in depth presentation than the one I

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-22793455412980065572010-03-17T16:28:00.000-07:002010-03-18T09:49:04.955-07:00

I have before written about what I call the PPQ, the inter-relationship between pricing, packaging and quality that delivers value customers at the point of consumption. During this year's Oregon Wine Symposium, I learned a new and particularly impressive value equation presented by Rob McMillan, Founder of Silicon Valley Bank's Wine Division. McMillan quantifies a brand value as follows:value =

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-17692813753990540512010-02-25T23:28:00.001-08:002010-02-25T23:30:24.766-08:00

On Monday, February 22 I gave a presentation on developing a strategic marketing plan. My co-panelists were Mark Freund of Silicon Valley Bank and Scott Lawrence of Michael Skurnik Wines. Stephany Boettner, Marketing & Communications Director for Oregon Wine Board, moderated.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-15325634147514212172010-02-17T09:30:00.000-08:002010-02-17T09:32:24.850-08:00

Check out my latest newsletter which highlights the True Meaning and Value of Marketing and a great way to file 1099s online.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-63768964131424852502010-02-04T22:07:00.000-08:002010-02-04T22:09:19.993-08:00

From Oregon Wine Press, February 2010- During times of economic recovery, many businesses are looking for valuable advice on how to keep their doors open and their books in the black. Wine-related businesses in the Pacific Northwest resolving to revisit or launch sales and marketing strategies in 2010 now have a versatile resource through the newly formed Canopy Wine Marketing Network (CWMN).

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-14590710981266625042010-01-21T19:50:00.000-08:002010-01-21T20:10:49.204-08:00

I just returned from the Direct to Consumer Symposium held in Sonoma, California. Mobile marketing via short message service (your phone's SMS setting) was the most interesting emerging trend discussion. Craig Harper, CEP of Apisphere, educated attendees about how wineries can use text messaging to connect with consumers. For example, a winery might use text wine club members in a specific

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-12481034197920084102010-01-08T16:14:00.000-08:002010-01-08T16:28:02.457-08:00

Check out my latest article, Selecting Software for Direct Sales, published in the January 2010 issue of Wines & Vines magazine. It outlines a three-step strategic process -- needs evaluation, competitive analysis and interview, to help wineries select the best fit and avoid common hassles and problems.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-46999120712413794712009-12-23T10:47:00.001-08:002009-12-23T11:00:08.404-08:00

During a recent trip to Oregon's Hood River with friends, we decided to do some wine tasting. Phelps Creek is located on a public golf course and it happened to be snowing, so it was not only beautiful but we had the tasting room to ourselves.I was particularly struck by two wines made under its Mt. Defiance brand, Hellfire and Brimstone. These white ($15) and red ($16.50) blends, respectively

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-55866774551606654452009-12-02T11:31:00.000-08:002009-12-06T09:56:00.758-08:00

I've been thinking a lot lately about the length of a PR pitch. Some happen pretty quickly -- for example, Harvey Steiman posted to his blog on WineSpectator.com about Tony Rynders' involvement with Swiftwater Cellars within a week of my first call to him. In most cases, however, it takes a lot more time. The NJ Monthly story on Think Tank Wine Company ran this week seven months after the initial

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-35435566977888741042009-11-23T10:52:00.000-08:002009-11-23T10:55:26.825-08:00

With a winemaking culture dating back to pre-Roman civilizations, Italy is one of the oldest wine producing regions in the world. The country’s huge variety of grape varieties (there are over 800 documented), delicious cuisine, and vibrant culture influenced a number of American wine industry pioneers like Mondavi, the Gallos and Oregon’s own Ponzi family. Today, more and more Willamette Valley

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-26501067926270151062009-11-03T08:35:00.000-08:002009-11-03T08:51:37.897-08:00

Check out my latest article, Driving Direct Sales with Effective E-Marketing, in the October issue of Grapevine Magazine.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-34155778937442871862009-10-14T12:07:00.000-07:002009-10-19T10:00:18.859-07:00

In the wine industry, we tend refer to “sales” and “marketing” in the same vein, often using the terms interchangeably. We create “sales and marketing plans”, appoint Directors of “Sales and Marketing” and generally know that we need both functions to operate successfully. However, there exists a good deal of confusion regarding the purpose and specific activities accorded to each activity. While

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-34373331836728206662009-10-05T12:38:00.000-07:002009-10-05T13:07:54.464-07:00

This summer I had the pleasure of judging the very well organized Oregon State Fair wine competition. Elaine Lisle, Desa Swaim and their crew did a tremendous job and I truly enjoyed getting to better know my fellow judges. Last week I received the results and my judge's notes in the mail. Below is a list of my favorite wines including the medal won (if available):Phelps Creek Chardonnay2007 -

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-45959626873735643052009-08-19T17:22:00.001-07:002009-08-19T21:55:48.218-07:00

Driving Sales with Marketing-Driven Strategies– Tips on What You Can Start Implementing Today to Increase Demand for Your WinesMembers of the Willamette Valley Wineries Association are invited to attend my interactive, action-oriented two-hour seminar to help stimulate demand for your wines. We're hosting two sessions per day on Wednesday, September 23 and Thursday, September 24 in Dayton and

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-11722207485548494992009-08-14T15:20:00.000-07:002009-08-14T15:47:30.741-07:00

With all of the technology, social networking and events out there, sales and marketing can be overwhelming for any winery. While all of these and more -- business plan with strategies and tactics, the right people, great location, beautiful and functional website, consistent and compelling communication are necessary, it does make sense to make sure you're doing the most basic of things.When it

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-52578412300720803052009-07-28T11:36:00.000-07:002009-07-28T13:46:48.403-07:00

I recently attended the 5th Wine Industry Technology Symposium in Napa. There was much discussion about social media, which was also the case at the February Oregon Wine Symposium. Social media can be a useful form of communication to engage customers, inform them of special events and winery news, and monitor what's being said about your brand. In short, it's a communication tactic and can be an

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-49540327562176339972009-07-27T16:13:00.001-07:002009-07-27T16:31:43.583-07:00

I was recently invited to taste Pinot Gris on Katherine Cole's Mix panel. The Cloudline and Ponzi were my personal favorites. Visit here to read her full article.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-67357669006214039222009-07-22T23:36:00.000-07:002009-07-22T23:44:41.661-07:00

On Tuesday I had the pleasure of being interviewed by Laura Lawson of WineCrush radio. We discussed my June 2009 article for Wines & Vines regarding common mistakes new wineries make. Click here to listen her show. This episode also features Rob McMillan of Silicon Valley Bank.

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-78763741708714583462009-06-29T09:13:00.000-07:002009-06-29T09:48:24.993-07:00

Judging at this year's Washington State Fair was a true pleasure. In addition to it being a very well organized event with a dedicated team of volunteers and experienced judges, it afforded me an opportunity I wasn't expecting: I fell in love with Washington Cabernet Sauvignon! Cabernet Sauvignon has never been my favorite -- I've always first loved "other" varietals like Tempranillo, Syrah,

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-42962124178644024162009-06-02T10:31:00.001-07:002009-07-15T23:10:07.283-07:00

The below article appears in the June 2009 issue of Wines & Vines:5 Mistakes New Wineries Make

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-45413355895183382762009-04-27T17:13:00.000-07:002009-04-27T20:36:04.163-07:00

In a recent post, Top Five New Winery Mistakes, I cited lack of branding as a common omission in the business planning process. Brands are often confused with labels, logos and vineyards in the wine industry. I’ve even heard someone refer to his business card as a brand.If it isn't a name or a label, what is a brand? A typical marketing definition is as follows: a collection of images and/or

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-37235714917786085462009-03-25T16:17:00.000-07:002009-03-25T17:16:53.396-07:00

This month I judged two very different, yet very well executed wine competitions: National Women's and San Diego International.I truly enjoy the experience of judging as it provides great opportunities to exercise the palate, learn about new wines, network, and remove myself from the glare of my computer. Judging always reminds me of the power of blind tasting: when labels, brand perceptions, and

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-30431811779237904362009-02-28T10:17:00.000-08:002009-03-26T14:21:12.742-07:00

Implementing an effective distribution strategy can be an excellent way of building a wine brand. Wholesalers provide sales know-how, relationships with accounts and their buyers, expertise in the three-tier system and logistics, and a network of “men on the street” who serve as winery ambassadors. Distributors are a set of business partners -- an extension of the winery, so selection for proper

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-48994365576001442012009-02-02T18:54:00.000-08:002009-04-27T17:24:12.276-07:00

1. Neglecting the business planning processes: Too often, new wineries launch without a roadmap -- a mission, vision, set of defined goals and aligned strategies and tactics. Owners and operators spend countless hours tending to vineyards or seeking grape contracts and debating desired styles, aging vessels, and packaging, and yet surprisingly little (or no) time is dedicated to concretely

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-10227573068795267712009-01-26T13:06:00.000-08:002009-05-13T11:25:39.315-07:00

Building an effective website is a challenging and time-consuming task no matter what the budget. In addition to fiscal pressures, there are also time constraints and sometimes a lack of familiarity with the process or technology involved. Wineries often rush to “get something out there” without first developing a strategy.As a brand manager who has worked on website projects ranging from the

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-45889164543364335682009-01-26T12:59:00.000-08:002009-01-26T13:26:31.322-08:00

The press can be really difficult at times -- intimidating, curse and even worse, silent, especially when you’re a novice at public relations. Ten years ago, my first phone call to a wine writer (let’s call him, “Rob”) went something like this:Dixie: “Good morning, Rob. I’m calling from XYZ to tell you about our new wine...” (Interrupted mid-sentence.)Rob: “Do I know you?!! Obviously not! If I

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-5720810796740557292009-01-26T12:57:00.000-08:002009-01-26T13:26:53.350-08:00

We all know that a winery wanting to compete in today’s crowded marketplace should produce tasty wine. (And of course, do so “with passion”, make it “in the vineyard” and hopefully offer something that the critics will admire.) We also understand that packaging is an important element because many people form opinions and buy wine based on the label design. Finally, we comprehend why pricing,

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-32667908881942125802009-01-26T12:52:00.000-08:002009-01-26T13:27:26.201-08:00

“Fail to Plan… Plan to Fail” is a succinct, direct, and tried and true business adage. I’d add that it’s slightly obnoxious, especially when referred to as the “FPF syndrome”.Business planning is one of those things we all know we should do, like taking our vitamins and eating plentiful amounts of spinach. And like our efforts to rise from a comfortable slumber at five in the morning to pound the

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-58747444011981552592009-01-26T12:45:00.000-08:002009-01-26T13:27:41.044-08:00

The tendency to create a label early on or first in the branding process is understandable. From the producer’s perspective, a wine label is the visual extension of the winery’s “raison d’être”, and is therefore a crucial part of the wine marketing and brand communication process. From a consumer’s perspective, labels are often the first cue in the purchasing decision and one of the most

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-60841431787112275462009-01-26T12:41:00.000-08:002009-01-26T13:28:07.746-08:00

Creating an email marketing campaign for your winery is easier and more cost effective than ever before. Popular sites such as Constant Contact, IContact, and Interspire offer customizable templates, list management and reporting metrics. Best of all, they provide the ability to drive traffic to your site and increase sales -- all at very competitive prices.There are some distinct advantages to e

dixieleehueyhttp://www.blogger.com/profile/08603224267878577348noreply@blogger.com0tag:blogger.com,1999:blog-4023150554609357846.post-52722015963771116902009-01-26T12:37:00.000-08:002009-01-26T13:28:29.427-08:00

The wine industry is undergoing monumental expansion, with new brands coming to market daily. Technological advancements, corporate innovation departments, custom crush facilities and virtual wineries like Crushpad are fueling this growth by decreasing time to market and entry barriers. It is an exciting time for the industry and consumers alike, and for brand owners, it necessarily means

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