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OARDC HCS 0611.Pdf This page intentionally blank. PREFACE Approximately 150 persons attended the 1990 Ohio Grape-Wine Short Course, which was held at the Worthington Holiday Inn in Columbus on February 18-20. Those attending were from 9 states, not including Ohio, and represented many areas of the grape and wine industry. This course was sponsored by the Department of Horticulture, The Ohio State University, Ohio Agricultural Research and Development Center, Ohio Cooperative Extension Service, Ohio Wine Producers Association and Ohio Grape Industries Committee. All publications of the Ohio Agricultural Research and Development Center are available to all potential clientele on a nondiscriminatory basis without regard to race, color, creed, religion, sexual orientation, national origin, sex, age, handicap, or Vietnam-era veteran status. 8/90-600 This page intentionally blank. TABLE OF CONTENTS Page Surveying Winery Visitors to Increase Sales 1 by Larry Lockshin Base Wine Making and Champagne Production ......................... 9 by David Munksgard Fungicides for Control of Grape Diseases in Northeastern United ... 16 States (1990), by Michael A. Ellis Monoterpenes and Their Relationship to Wine Quality ............... 23 by Jeff David Ackerson A New Sterilant for Treating Wines: Dimethyl Dicarbonate .......... 29 by Mary Calisto Hedging Effects on White Riesling ................................. 37 by Tony Wolf Effective Use of Fining Agents .................................... 41 by Michele Dittamo Effects of Selective Leaf Pulling With Chardonnay and ............. 44 White Riesling, by Tony Wolf Flawed Seyval Wines: Ways to Prevent Problems ..................... 48 by James F. Gallander Biology and Behavior of the Rose Chafer Macrodacty7us ............ 51 subspinosus (F.), by Murdick J. Mcleod and Roger N. Williams Measurement and Removal of Tartaric Acid in Concord Grape Juice .. 55 by Kurt Wiese and Andrew Proctor This page intentionally blank. SURVEYING WINERY VISITORS TO INCREASE SALES Larry Lockshin Executive Director Ohio Grape Industries Program Worthington, OH 43210 Most medium- and small-sized wineries rely mainly on visitors for the bulk of their wine sales. Attracting and maintaining a loyal group of wine buyers should be the main goal of the marketing program for this type of winery. Wineries in Ohio are no exception. The Ohio Grape Industries Program is charged with the responsibility of developing marketing opportunities for all phases of grape products. We decided that the problem of attracting visitors to Ohio wineries could only be solved if we knew something about who we wanted to attract. Standard marketing theory advises that it is very difficult to sell the same product to everyone. The successful marketer "segments the market", divides the buyers into identifiable groups who not only are likely to be interested in the product, but also have the income to buy it and can be informed of the product. The last facet is most important. Identifying the segment is useless unless those potential customers can be reached by advertising or publicity. We decided to survey the customers at five wineries around the state. The wineries were located in NE Ohio along Lake Erie, in Sandusky, in central Ohio, and in SW Ohio outside of Cincinnati. Fifty surveys were randomly filled out at each winery during the month of June, when our "Ohio Wine Month" magazine advertising campaign was running. The surveys asked questions pertaining to demographics, wine consumption habits and psychographies. This last term refers to questions that help find out about a person's lifestyle. For instance, there may be two people who earn $40,000 per year and live in a certain city. One may be inclined to outdoor sports and luxurious restaurants, while the other spends his time home with the family and prefers to cook on the grill. These two may have totally different wine consumption habits. The demographic information does yield some useful data. The first question (see Figure 1) shows how people found out about the winery they visited. The most important source of information was word-of-mouth or friends. Signs and brochures accounted for the next most visits, with magazine ads, articles and radio ads accounting for a very small percentage. It's interesting to know this, but what can a winery owner do with this information? Increasing positive word-of-mouth is one of the best ways to increase visitors. The main way to do this is to provide impeccable customer service. Every employee of the winery should be informed and even given an incentive to treat customers kindly. A disgruntled customer will tell 15-20 people about a bad experience, while a satisfied one will tell about seven. Bad customer relations build ill will quickly. The little things, like carrying wine out to the car, make a big difference. 1 Another idea is to use your current customers to tell more people 1 ike themselves. Have special events for loyal customers and reward them for bringing friends. Have some incentives for anyone who brings a new customer. Build a mailing list of regular customers and use newsletters to increase the number of customers. Offer special memberships based on amount of wine bought or number of new customers. Signage is important. Your sign is a window to your whole operation, the same way that a label tells the customer who you are. You only have those few seconds with a sign or label to make an impression, yet that impression will either draw the customer in or not. Brochures are very ·important for a sma 11 winery. Every potentia1 p1 ace for a customer to stop within 50 miles ought to have your brochure with a map to the winery. There are many services that stock racks at motels and restaurants. These services are often an inexpensive way to cover a large area with brochures. The age of wine buyers at Ohio wineries is fairly mixed (Fig. 2). The buyers are almost equally distributed within the three age groups. However, as we will see later, different age groups buy different types of wines. Wine buyers are highly educated (Fig. 3). Over 80% of the buyers at Ohio wineries have completed college or graduate school. From a marketing prospective, this offers some unique opportunities .. A marketing program could emphasize contacting local professional groups such as doctors and lawyers to have tastings at their meetings. You could advertise in their local newsletters. A winery might also consider conducting wine appreciation c 1asses at 1oca 1 colleges in order to work with future wine buyers. The income of winery visitors (Fig. 4) is concomitant with their education. Wine buyers and visitors have higher than average household incomes. These incomes probably represent both single and dual career families. Dual income families can pay good prices for wine or other products, but they do not have a lot of extra time. Events to attract them are good, but you can't expect them to come every weekend. UPS delivery or other methods of delivering wine might work here. When one speaks of increasing revenues, we usually first think of lowering costs. Although this works, it is often hard to lower costs beyond a certain point. It is easier to increase prices. Wine that attract higher income customers ought to have higher prices than those that are mainly sold ot middle income customers. Selective pricing can be an easy source of increased revenue. It is useful to note that wine drinkers are not exactly the same as wine buyers. In other words, people come to wineries and most of them will taste wine, but not all of them buy. In this survey about 75% of those tasting purchased wine. The difference in these people can be seen in Fig. 6. Wine buyers tend to vacation more in Ohio and to read Ohio magazines, two indications that they are loyal Ohioans. Also, this indicates that these consumers can be reached by in-state tourist based publications, magazines, and catalogues. 2 People who taste, but do not buy are more likely to buy wine at grocery stores, whereas the buyer tends not to buy there. Regional magazines rather than national news magazines are read by wine buyers. Also, wine buyers tend to be a little older than the tasters. These older customers can be encouraged to visit and buy wine by having special events geared to their tastes. Big band music or other entertainment from the 40's could be used to attract an older audience. Most wine tasters liked the wines they tried (Fig. 5). The least liked wine was Concord, with only 38% liking it. Chardonnay and Vidal were the best liked, with Catawba and Cabernet slightly behind. It is interesting to look at the percentage of people who didn't like a wine. Cabernet and Vidal had a sizeable number of .tasters who didn't like the wines, while almost everyone liked Chardonnay. There is no doubt that white wines were the favorites of the winery visitors, although this is not necessarily true for the wines sold in restaurants. The data can be further broken down by the demographics and lifestyles of the persons who liked each variety (Figs. 7 & 8). This allows the marketer to target specific wines to specific groups, or even to decide to make a new variety or discontinue an old one. Catawba drinkers tended to be older and married. They are willing to buy their wines through UPS, but also shop for wine at grocery stores. These people are not that active and prefer to watch soap operas and read magazines such as Cosmopolitan and Vogue. Concord drinkers tended to be a little younger and middle aged. They prefer to vacation in Ohio. They don't buy their wines at grocery stores or by UPS. They enjoy TV sports. Seyval and Vidal drinkers were fairly similar.
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