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October 8, 2014 | Email Marketing | Sheri Hebbeln

Getting Green Marketing Right for Your Winery, Part 2

Many people wonder whether green marketing even works these days. It's a very niche business and there are various environmental standards to go by, making it hard to establish what it means to be green in certain contexts. Take, for example, being a winemaker. How does green marketing work for you? Your customers may be more concerned about the wine's taste than whether it was made without harshly affecting the earth. However, that doesn't mean that you can't be green, nor does the lack of clarity signify that you shouldn't be promoting green initiatives to customers. With a little specificity and a passion for the environment, you can show through wine marketing that you're doing your part for the planet and bring in eco-conscious consumers.

The ecology of promotion
The first reason that green marketing is important is that it allows people that otherwise wouldn't care about green technology or products to learn more about them and appreciate them. According to Smart Info Buzz, the use of green marketing can make environmentally-friendly goods not only an alternative or eco-conscious consumers, but a competitive alternative to other products. As a winery, that means creating a quality wine that is also organic. It shows that you understand your customers' desires for having good taste and a reassurance that they're helping the environment. This is backed by a survey by consulting firm Cone Inc., 69 percent of Americans routinely consider the environment when purchasing goods.

It also means discussing business practices that make a company environmentally friendly. Going back to your winery, there are plenty of areas where you can demonstrate being eco-conscious. Consider the grape by-products that exist during the production process. That includes the grape skins, stems and pulp that isn't juiced out during crushing. What do you do with them? You likely use them as compost for the next planting, which can be considered a sustainable practice. Corks are considered an important part of the winemaking process in another example, and those can be reused and recycled.

Most importantly, though, you can see how important green marketing is by using organic grapes, as mentioned before. This process entails using the compost above or other organic materials as fertilizer, eliminating the use of chemical pesticides and insecticides in the growing and harvesting of grapes. You can say you use wild yeast found on the grounds of the vineyard rather than artificially made products. Along with this, you can establish some of your practices as being organic or sustainable and advertise them on your website. In California, becoming a Certified California Sustainable Winegrower can be a great source of advertising for some of your more environmentally conscious fans. The same goes for seeking out organic certification from the USDA or the state government where you grow your grapes.

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