Biodynamic Organic Wine - so much to learn
Sitting here in front of me on my desk are two bottles of wine - unopened even though I'm sure it's 5 o'clock somewhere - and as I read the labels I realize that there are differences. On one label it reads "Made with Organic Grapes, Vegan - Biodynamic" and the other "Made with Bio-Dynamic Grapes" and both have been certified by Demeter.Can you imagine how confused customers are when they walk into a retailer's wine section and there isn't anyone there to help answer their questions? I'm certainly not a wine expert but feel like there's a real opportunity for natural product retailers to wrap their arms around this educational opportunity. I can see creating programs that teach consumers about farming practices, growing regions, type of grapes, food pairing, pesticides and certifications.... and oh-my-gosh the list goes on.
I could pick a ton of things to share with you about marketing wine at your store but there is so little time and so many topics. I thought that I might create a series to help support your merchandising and marketing needs. So let's start with a really interesting topic: Biodynamic. I did what all of us do when we need information... I headed to Google and looked up "Demeter" and found their site very interesting. Visit them at www.demeter-usa.org/
I left a message for their marketing director to see if there are any consumer educational handouts or support programs available for retailers and consumers. When I hear back I'll post my discoveries.
This is some information about the history of biodynamics from the Demeter site: "The history of the Biodynamic movement began in 1924, when a group of European farmers approached Dr. Rudolf Steiner (noted scientist, philosopher, and founder of the Waldorf School) after noticing a rapid decline in seed fertility, crop and animal health. Steiner held a series of lectures that presented the farm as a living organism: self-contained and self-sustaining, entirely responsible for creating and maintaining its individual health and vitality, free of any external and unnatural additions. This was in sharp contrast to the concurrent “Green Revolution” which advocated the use of pesticides and synthetic fertilizers. Following Steiner’s lectures, Demeter was founded in Europe in 1928 to support and promote Steiner’s agricultural methods, called “Biodynamic”."
There's so much more. I feel that you can gather simple information to help educate your staff and then they can assist customers with the basics. Not every staff member will become a wine steward, however learning the basics will definitely help serve your customers and increase sales.
GREAT FACT: When you choose an Biodynamic Organic - Demeter certified wine you can have confidence that the farming philosophy used to produce your enjoyable libation creates the lightest carbon footprint of any other agricultural method. Enjoy!
So... what's next? If you offer wine why not share the story? Create the relationship. Use signs, email stories, and hold events. If you don't carry wine, purchase it and still share the very-worth-while story about Biodynamics.
It's 5 o'clock now and time to do my own wine tasting... I'll share the experience soon.
Until next time, here's wishing you a great day.
Debby
Posted by Debby Swoboda at 9/23/2008 3:45 PM 
Categories: "whenever" thoughts, trends, retailer education, All, marketing ideas
Tags: marketing tips cross merchandising retailer education askDebby
Categories: "whenever" thoughts, trends, retailer education, All, marketing ideas
Tags: marketing tips cross merchandising retailer education askDebby
Debbie, well said!
Paolo Mario Bonetti
President
ORGANIC VINTNERS, Inc.
Drink responsibly, drink Organically
1628 Walnut Street
Boulder CO 80302 USA
tel. +1 (303) 245-8773 ext. 17
fax +1 (303) 245-8911
skype: paolo_bonetti
order wines on line: http://www.organicvintners.com/
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