Ashley Ratcliff, Ricca Terra Farms general manager, explores the value of branding for grapegrowers and vineyard businesses.
IN THE BOOK The Purple Cow, author Seth Godin refers to his first visit to Europe with his family. He wrote of how beautiful the herds of brown cows were grazing in the countryside as he drove along the highway. Yet, after only a short time, passing herd-after-herd of brown cows, he made a personal observation – the cows were becoming very boring and had very quickly lost their unique attraction. Godin states, “wouldn’t it be great to see a purple cow”. Now that would be exciting.
“The end game is not about beating a competitor, or winning a sale. The end game is to earn profit through establishing brand loyalty.”
The ‘brown cow’ paradox is present in most industries. One of the attractions of wine to the end consumer is the romance and uniqueness of where the grapes are grown that make the wine, the vineyard.
Successful wine company marketers have been able to etch an image in the consumers’ mind of grapes being hand harvested by the farmer’s weathered hands and then delivering his/her grapes to the winery in an old Bedford truck where the grapes are forked off and pressed in an old wooden basket press. Continue reading