264: (Rebroadcast) How to Talk SIP with 6 Wine Consumer Segments | Marketing Tip Monday
Sustainable Winegrowing with Vineyard Team
Release Date: 02/24/2025
276: The Business Case for Employee Engagement in the Wine Industry | Marketing Tip Monday
Sustainable Winegrowing with Vineyard Team
Discover how prioritizing employee engagement can elevate your sustainability efforts and business success. This episode explores real-world examples from Niner Wine Estates, Ancient Peaks, and Hope Family Wines, where workplace culture, strong benefits, and community involvement turn staff into long-term, loyal brand ambassadors. Learn why engaged employees are key to implementing best practices and creating meaningful customer connections. Plus, find out how to start empowering your team with a free 30-minute online course. Resources: – get inspired Sustainable Story Worksheet ...
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275: Pest Friends: The IPM Simulator Changing How Farmers Think
Sustainable Winegrowing with Vineyard Team
Pest Friends is a hands-on simulation that helps farmers make smarter Integrated Pest Management (IPM) decisions—by making the field a game board. Grant Loomis and Jason Thomas, Extension Educators with the University of Idaho, created Pest Friends to help players experience the real-life consequences of pest control. Players manage population dynamics, reacting to pest pressures, and decide when—and if—to intervene with pesticides, habitat modifications, or beneficial insect support. It’s not just educational—it’s a window into how people think about pest management....
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274: Beyond Foxy: The Case for Hybrid Winegrapes
Sustainable Winegrowing with Vineyard Team
Can hybrid grapes revolutionize the wine world? Adam Huss — Host of the Beyond Organic podcast and Co-owner of Centralas Cellars breaks down what a hybrid truly is, explaining how traditional breeding — and nature itself — has long crossed grape species. With over 70 grape species worldwide, today's modern hybrids are the result of generations of crossing, backcrossing, and innovation. We explore the impact of WWII on agriculture, France’s ban on hybrids in appellation wines, and why developing new hybrids is critical for disease resistance, flavor discovery, and more sustainable...
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273: Learn How to Talk SIP with This Simple Framework | Marketing Tip Monday
Sustainable Winegrowing with Vineyard Team
[00:00:00] Beth Vukmanic: Training season is fast approaching. It's time to get your hospitality staff prepared to welcome a range of guests from experienced enthusiasts to first timers. [00:00:10] Welcome to Marketing Tip Monday. With SIP Certified. We know that your customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry, these twice monthly micro podcasts will help you show your dedication to sustainable wine growing. [00:00:29] Most people rarely consider the complex agricultural...
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272: 30 Gophers a Night: Why Barn Owls Belong in Your Vineyard
Sustainable Winegrowing with Vineyard Team
Meet your vineyard night-shift rodent patrol —barn owls. Bob Peak, a dedicated volunteer at Pacific Wildlife Care, shares how these incredible predators consume up to 30 gophers or voles a night. Learn fun facts about their short lifecycle, nesting habits, and how to properly install nest boxes (hint: ventilation and road direction matter!). Discover how you can encourage barn owls to thrive on your land—plus, hear how these owls even foster orphaned chicks. Resources: Vineyard Team Programs: Get More Subscribe wherever you...
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271: Integrating Biological Solutions
Sustainable Winegrowing with Vineyard Team
As biological technologies continue to advance, many growers are exploring how best to integrate them into their farming operations. Nevada Smith, Head of Marketing North America, and Robert Blundell, Research Plant Pathologist, both with Pro Farm Group, highlight the role of biological pesticides and biofertilizers in sustainable winegrowing. Biological pesticides, derived from microbial sources or natural products such as plants, fungi, bacteria, or nematodes, play a crucial role in pest management by inhibiting or delaying growth or directly causing pest mortality. Understanding which...
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270: Regenerative Farming Practices: Water, Soil, and Habitat | Marketing Tip Monday
Sustainable Winegrowing with Vineyard Team
[00:00:00] Beth Vukmanic: Sustainable farming practices are essential to protect the environment, improve a long-term agricultural productivity and support healthy communities. [00:00:08] Welcome to Marketing Tip Monday with SIP Certified. We know that customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry, these twice monthly micro podcasts will help you share your dedication to sustainable wine growing. [00:00:27] And this week's marketing tip, we're going to take a close look at three...
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269: From Surplus to Strategy: Managing the Grape Market’s Challenges
Sustainable Winegrowing with Vineyard Team
Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker at Turrentine Brokerage, discuss key grape and wine industry trends, from oversupply and vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts, and future trends, emphasizing innovation, industry collaboration, and better marketing to stay competitive. Resources: ...
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267: Your Green Wine Glossary | Marketing Tip Monday
Sustainable Winegrowing with Vineyard Team
[00:00:00] Beth Vukmanic: A label can provide a lot of information about a wine. The next time you walk down the wine aisle, look for common terms and symbols like vintage, place of origin, percent alcohol, and even the SIP certified logo. [00:00:12] Welcome to Marketing Tip Monday with SIP Certified. We know that customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry. These twice monthly micro podcasts will help you share your dedication to sustainable wine growing. [00:00:29] Many...
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266: Soft Pesticide Trial: Powdery Mildew, Downy Mildew, Botrytis, and Sour Rot
Sustainable Winegrowing with Vineyard Team
Managing pests like powdery mildew, downy mildew, botrytis, and sour rot can be a complex challenge. Andy Fles, Vineyard Manager at Shady Lane Cellars in Michigan, shares insights from his USDA Sustainable Ag Research Education producer grant project. The project compares two pest management approaches: a ‘soft’ pesticide program and a conventional one. Andy conducted the experiment using his on farm sprayer, providing real-world results. Despite climate variability and fluctuating pest pressures, the soft pesticide program proved effective. The project underscores the potential of using...
info_outlineEvery wine enthusiast has different preferences, behaviors, and levels of investment in their pursuit of great wine. A few years ago, Wine Intelligence identified six distinct consumer segments in the US market and we wondered “how can we tailor a message of sustainability to align with these differences?”
Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.
In this Throwback Thursday Marketing Tip, we’re revisiting the six wine consumer segments and giving you tips on how to most effectively share your sustainable story with each one.
1. Engaged Explorers
Who are they: Young, adventurist, frequent wine drinkers who love to try wines from different regions and producers.
Talk SIP: Tell them how you improve your soil quality and how the health of your land influences the characteristics of your wine. They’ll love learning how nature impacts a high-quality wine.
2. Premium Brand Suburban
Who are they: Mid- to older-aged enthusiasts who know a lot about wine. They may not be big spenders, but they can be die-hard loyalists.
Talk SIP: Get technical! Talk about how fruit quality is measured (Brix, pH, and TA). They’ll love the insight and attention to detail.
3. Contended Treaters
Who are they: Mid- to older-aged drinkers who don’t drink often, but when they do, they are willing to spend more. They are knowledgeable and involved, and look for an engaging story to relay to their social circles.
Talk SIP: Give them fun sustainable tidbits to share with their friends, like a specific sustainable practice from your sustainable story worksheet.
Worksheet for Print | Worksheet for Electronic Filling
4. Social Newbies
Who are they: Young, new to wine, and rely heavily upon recommendations and valued information.
Talk SIP: Stick to the 3 P’s of sustainability: People, Planet, Prosperity. They’ll love this 360° approach and be able to pass it along with confidence.
5. Senior Bargain Hunters
Who are they: The largest segment of wine drinkers in USA. They have strong wine knowledge and tend to select from a narrow range of styles and brands to meet their expectations on value.
Talk SIP: Talk value-driven sustainable initiatives like monitoring utility usage and recycling programs.
6. Kitchen Casuals
Who are they: Very infrequent wine drinkers who stay close to what they know.
Talk SIP: Stick to the basics of what sustainability is and how drinking sustainable wine is a win for the people and the planet.
We are here to help you tell your customers how your brand protects natural and human resources with the Sustainable Story program.
This simple yet powerful free tool helps you tell your own personal sustainable message. And it just got better with a new online course. Go to the show notes, click the link titled Tell Your Sustainable Story to sign up, and start writing your Sustainable Story today!
Until next time, this is Sustainable Winegrowing with the Vineyard Team.
Resources:
- *** Tell Your Sustainable Story Online Course ***
- Marketing Tips eNewsletter
- Sustainable Story | Print
- Sustainable Story | Electronic
- What's your Sustainable Story?
- Whitney Brownie | Get YOUR Sustainable Story Featured