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How Can Winemakers Help In Selling More Wine

Here’s a solid story on how the world’s leading winemakers are helping in marketing and what they suggest to do in 2023.

Joseph Patrick, Winemaker and Vineyard Manager at  Jones Family Farms, United States: Winemakers play a key role in Marketing and Sales and they are one of the most influential members of the business. If a winemaker is utilized for meet and greet events, and wine club events you can open up more marketing channels and avenues for sales.


On top of using the winemaker as the face of the winery and a draw for public interaction, He/Her be key in developing the Wines' packages. The Winemaker knows their personal style and how it should be represented. I personally am heavily involved in label development. In the end, that is the first thing most consumers will see. Additionally, a proper 'Winemaker written' description on the label will go a long way in displaying the wine. 

lastly, The winemaker always has the power to adjust their portfolio according to market demands. If there are reoccurring pulls on specific styles of wine; they are capable of pushing their Wines style and inventory in that direction. While still maintaining a diverse portfolio.  

Joseph Patrick

Joseph Patrick, Winemaker and Vineyard Manager at Jones Family Farms, United States

Peter Selin, Winemaker, owner at Selin Cellars, United States: Social presence and personality are key to getting a "brand" out there and the ability to engage others and a genuine concern for their likes and dislikes are key.

Peter Selin

Peter Selin, Winemaker, owner of Selin Cellars

Brian Crew, Winemaker at Cellar Beast Wine, United States: I feel that the more people know about wine and winemaking, the more they will migrate to varietals, wineries, and regions they once may not have been interested in. Isn't that the mission? I believe we should all be a family regardless of our different styles and philosophies.  I always recommend other wineries in my state and any other state to those interested.

Brian Crew

Brian Crew, Winemaker at Cellar Beast Wine

Andrew Yingst, Winemaker at Grace Winery, United States: The winemaker can be, for better or worse, the face of the business. He or she can excel at teaching the public their trade and being an ambassador for the brand. The consumer, more so than most industries, wants to know the ins and outs. A blend of education, promotion, and personability can do wonders.

Andrew Yingst

Andrew Yingst, Winemaker at Grace Winery

Rose Kentish, Winemaker, Distiller, Flavourist - Sparkke, Full Circle Spirits, and Rose Kentish Wines, Australia: I've always been front and center in the ambassadorial role of the wines I have made. It's very unusual for winemakers to be able to stay in the vineyard and the winery while expecting the sales and marketing team to sell their products without their help. People love to meet and learn from the people who make the wines, so it's a critical part of the role. Jumping from workboots - to heels - and back into workboots has been normal for me, throughout my career in winemaking. It is also important, and a buzz, to meet the sommeliers and bottle shop staff, the wine collectors and distributors of your wine, and hear what they think and feel about what you have spent years making. It has its own reward.

Rose Kentish

Rose Kentish, Winemaker, Distiller, Flavourist - Sparkke, Full Circle Spirits, and Rose Kentish Wines, Australia

Josh Kessler, Associate Winemaker at  Swedish Hill Vineyard, United States: Being present on social media. Informed consumers would love to know what winemakers are thinking when making certain decisions, all we have to do is talk about it! It is also important for the owner to help facilitate the media presence because at the end of the day it is their business you are representing.

Josh Kessler

Josh Kessler, Associate Winemaker at Swedish Hill Vineyard, United States

Justin Mund, Winemaker at Monserate Winery, United States: Winemakers can help sales and marketing by participating in winery events, judging competitions, ride-withs (if distributed), sitting on panels, and being available not only to clients but to the industry. 

Justin Mund

Justin Mund, Winemaker at Monserate Winery

Greg Clack, Winemaker at Chain of Ponds, Co-owner XO Wine Co, Australia: There are potentially a number of paths a winemaker can assist with wine sales and marketing, obviously wine quality is a major part of this, alongside this - engaging with trade in both retail and on-premise provides a closer connection to the product. Alternatively assisting with events is a great way to meet consumers and also get a view of where styles are heading.

Greg Clack

Greg Clack, Winemaker at Chain of Ponds, Co-owner XO Wine Co, Australia

Brad Frederickson, Winemaker & Creator at Outside The Box Wines, New Zealand: A winemaker is the final part of the story of a wine, and good, complete stories help to sell wine. I think that regardless of whether people know a lot about wine or not, they love it when they actually get to hear from the actual winemaker rather than just a sales rep. It seems more wholesome when you meet the maker behind any product.

Brad Frederickson

Brad Frederickson, Winemaker & Creator at Outside The Box Wines, New Zealand

Preston Thomas, Associate Winemaker at Stone Tower Winery,, United States: An intern just asked me today whether I thought automation will eventually replace winemakers and I think my answer to that also answers this question. Human touch matters in every facet of being a winemaker. In my experience, customers want to know the story behind what they are drinking, and the winemaker is the best person to tell it.

Preston Thomas

Preston Thomas, Associate Winemaker at Stone Tower Winery, United States

Olivia Wright, Winemaker at Rodney Strong Vineyards, United States: Sales and marketing is a big part of a winemaker's day-to-day responsibilities. It starts with putting ego aside and acknowledging that it is our responsibility to make wines primarily for our consumer's enjoyment. The authenticity of a marketing campaign relies largely on the winemaker to tell the story of how and why the wines are made, and then to help the sales and marketing team get that story out to those who it may resonate with.

Olivia Wright

Olivia Wright, Winemaker at Rodney Strong Vineyards, United States

Header Image: Duncan Shouler, Chief Winemaker at Giesen Group Limited, New Zealand.

International and Domestic Submission deadline is February 22. If you are looking to grow your brand in 2024, looking for product feedback, or looking to get in front of real trade buyers. It's time to enter your wines in the London Competitions. Here's how to enter.

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