The Wine Direct Blog

For the latest in Direct-to-Consumer sales.  Featuring posts on compliance, direct sales tips and trends in the wine industry.

  Subscribe to our Blog

Matthew Mann
 
April 16, 2010 | Matthew Mann

Reregulating the Wine Industry

Now that a bill, H.R. 5034, has been introduced in Congress to stop the continued “deregulation” of the wine industry, it’s interesting to look at the game of semantics that is being played by the bill’s supporters in Congress and the wine industry. See So-Called Alcohol Deregulation Bill Introduced in Congress from Wine Business.com. Most interesting is the use of the word “deregulation” itself.

The very definition of deregulation indicates “the reduction or elimination of government power in a particular industry,” (Source: Dictionary.com). The idea is that what once was governed, limited, and restrained by regulations is now without restriction, free to operate in any manner the industry deems appropriate and most profitable, regardless of consequences good or bad. One could create a picture of a Wild West free-for-all, with bad guys and good guys fighting it out in the streets at the risk of the community.

This “deregulation” impetus in the wine industry is often associated with the 2005 Supreme Court decision in Granholm v. Heald. As most in the industry now know, Granholm held that while the 21st Amendment granted considerable authority to states to regulate and control the manufacture, sale and distribution of alcohol within their borders, the states could only do so within the confines of the Commerce Clause and its opposite by implication, the dormant Commerce Clause. Since Congress is granted the ultimate authority over interstate commerce by the Constitution states may not create laws, even under the great authority offered by the 21st Amendment, that burden or restrict such commerce between the states.

Granholm’s Result

Granholm created an elegant interweaving of Commerce Clause jurisprudence and 21st Amendment prerogatives. It conceded the states’ near complete authority granted by the 21st Amendment as sublimated only to the absolute authority granted to Congress by the Commerce Clause. To do otherwise would have undermined the authority over interstate commerce held by Congress, creating an exception that would also implicate the Supremacy Clause, as state authority would be considered supreme to that of the federal government in the area of alcohol regulation.

In reaching its decision, the Granholm Court did not throw out the baby with the bathwater. It did not simply say that all state alcoholic beverage laws and regulations are invalid or suspect. It did not call for the “deregulation” of anything. It did not wipe out state regulatory schemes but rather required them to be rewritten in such a way as to not discriminate against out-of-state interests. It upheld the states’ general grant of authority under the 21st Amendment. Drawing from years of previous Commerce Clause precedent, the Court crafted a test to determine if such discrimination existed and, if so, whether the discrimination served a legitimate local purpose and that no other non-discriminatory means were available that could achieve that purpose. This is hardly the underpinnings of “deregulation”.

The real result of Granholm is not “deregulation”, but rather “reregulation”, and this is where the game of semantics is played. The bill’s proponents and industry allies would like to paint that picture of a Wild West free-for-all to the public. They seek to benefit from the idea that state control is thrown out the window; that anyone and everyone can buy alcohol on any street corner or through the internet; that states are losing tax revenue because of illegal wine shipments to their residents that are outside the 3-tier system.

State “Reregulation”

The reality for most states is that their legislatures went back to the drawing board after Granholm and created new regulations that either permitted or denied access to direct shipments of wine to their residents in a way that did not discriminate between instate and out-of-state interests. They passed meaningful and rather sophisticated laws and rules to regulate the direct shipments coming into their states. They required permits, fees, and taxes and put in place defined requirements to ensure wine did not fall into the hands of minors. Additionally, they created new regulations for common carriers as another layer of protection against deliveries to minors. Quite simply, they “reregulated” the industry under their authority to do so granted by the 21st Amendment.

Regardless of where you stand on the issue of direct shipments of wine between the states…good, bad, or indifferent; make no mistake that alcoholic beverages continue to be a highly regulated industry and that the states hold considerable authority to determine the manner in which they are manufactured, sold and distributed within their borders. The idea of a newly “deregulated” industry as a result of Granholm and its progeny is simply not so. Instead, it is the product of a clever but inaccurate game of semantics.
 

Matthew Mann
 
April 13, 2010 | Matthew Mann

Massachusetts Chooses Direct Wine Shipping Legislation Over Litigation

Attorney General Martha Coakley of the Commonwealth of Massachusetts, which saw its wine shipping law declared unconstitutional in January, announced she will not appeal the ruling. The deadline to file an appeal was April 14th.

Now, all eyes are watching the Commonwealth as a new direct wine shipping bill is moving its way through the Legislature. As currently written, the bill would create a permit allowing out-of-state wineries to ship up to 4 cases of wine per year to an individual. The permit cost is $100 per year. The bill would also require permit holders to report monthly on shipments into the state and to pay sales and excise taxes. The bill could take several months to pass and amendments could change its content, a common practice in the legislative process, so that what the final bill contains is yet to be determined.

The previous Massachusetts law only allowed wineries that produced 30,000 gallons or less and did not have a wholesaler in the state for the previous six months to ship direct to consumers and retailers. It was found to be unconstitutional by the First Circuit Court of Appeals for its discriminatory practical effect, which prevented more than 90% of out-of-state wineries from shipping to state residents while allowing all Massachusetts wineries to ship in-state.

IBG will be watching the bill closely as it proceeds through the Legislature and will alert clients as to the determination of its passage.
 

Sheri Hebbeln
 
April 11, 2010 | Sheri Hebbeln

Have You Googled Your Brand Name?

I typed the names of several wine brands in the Google search bar and came up with some very interesting results.

The first search I performed was for a very well known brand and resulted in the following:

Organic Search Results

  1. A listing for a lower price point subsidiary brand
  2. A listing with the winery’s URL, rather than their name, as the title and their navigational categories as the description (for example, “………popular categories, Napa Valley, wine tasting”). These results are not at all useful in building the brand or enticing the user to click through.
  3. Shopping results pointing to sites such as Amazon.com, Bed Bath & Beyond, and a discount wine retailer
     

Sponsored Links

  1. A wine retailer with the following description “Thousands of wines including (Winery’s Name) and other greats”.
  2. “Buy (Winery’s Name) books”
     

There were several other sponsored links for this brand including two people finder ads, several competing brands, and an ad for Fresh & Easy. The image below is an actual Google Ad served for a search of this brand.

The second search I performed was for another major brand and yielded the following results:

Organic Search Results

“(Winery’s Name) website requires Macromedia Flash. Get Macromedia Flash. If you have Flash installed, click to visit the website. …”

This was the fourth search result (following some Wikipedia entries).

Sponsored Links

There was just one sponsored link, for an online retailer advertising “a huge selection on sale now”.

The third search I performed had much better results (and I’m happy to report that this was an IBG client).

Organic Search Results

The first three organic results pointed to the winery’s website:

  1. Local business results complete with a Google map and reviews
  2. A listing with the winery’s name as title and a compelling description
  3. A listing which pointed to the winery’s product catalog page (again with a nice title and description).


Sponsored Links

The sponsored results were not so positive though:

The first was for a bargain retailer

Cheap (Winery’s Name)
Looking for (Winery’s Name) on sale?
Compare Wine & save up to 48% now!

The second result was for WineZap

Buy (Winery’s Name)
Compare prices at hundreds of
US wine shops online

What should you do? First, make sure you’re appearing first in the organic listings when you search your winery’s name. Most likely you will be. If you’d like to tweak the title or description that appears, just login to the admin panel for your website, go to your site settings and make the necessary adjustments.

Should you consider paid search advertising for your brand name? My feeling is yes. Appearing at the top of both the organic results and sponsored links adds authority and leads to confidence on the customer’s part. It also provides you with an opportunity to tie any offline promotional efforts directly to your website. You’ll likely end up with the top spot at a much lower cost than anyone else bidding on your brand name because you’ll have a higher click through rate and thus a higher quality score.

In developing the headline and description for your ad, I would keep it very simple. Let visitors know that yours is the official winery site and that your wines can be purchased directly. You might try doing a search for other companies whose products are sold both direct-to-consumer and through retailers, i.e. Godiva Chocolates, Clinique, Sony, and Dell.