Marketing New Wine Brands With Denis Mackenzie

How to market your winery brand – by Denis Mackenzie

Author & wine expert Denis Mackenzie

 Although many different types of wine can be found from grocery stores and supermarkets; these products are often manufactured in bulk, so it’s not uncommon to find that very little attention has been given to each batch. On the other side of the coin, large scale vineyards such as Fox Creek Wines can produce volumes and volumes, but because they are often focused on their clientele (and their satisfaction), they will typically provide far higher quality – even if the price is a little higher.


Choosing a winery to invest your budget with


Your budget may play a role in your decision, but for those that can afford to splash out a little more on a quality product – buying from a vineyard is certainly recommended. There are many reasons for this and we’ll be taking a closer look at each of them in greater detail below.



Without an effective fermentation process, even the most well-meaning manufacturer may produce an alcohol that is bitter or bad in taste. This phase is so important because without it, alcohol can’t be produced – but with it a rich, flavoursome taste can be obtained that harnesses the aroma of grapes (or other fruit used) and emanates quality.

Ingredients for quality wine

The ingredients used in good quality wine will typically be organic and sourced from reputable growers. Many vineyards grow their own grapes and can assure the quality of their products. Cheaper alternatives will typically be batch-grown supplies that may contain pesticides and could result in a much cheaper taste when it comes to consumption.

Storage of wine

During the fermentation process (and once it has been completed), most high-end manufacturers will store their formulas within barrels made from specially chosen types of wood. This can help to further enhance the flavour of the beverage, but it can also be effective at promoting ageing within the alcohol itself to add an extra layer of quality to the finished product. Furthermore, many makers will insist on particular types of glass when it comes to bottling – and if anything but a cork lid is present, the manufacture may not fully understand the importance of the absorptive material.

Recipes at a vineyard

It’s not uncommon for vineyards to create their own unique recipes and many of them are closely guarded secrets handed down from one generation to the next. If a bottle doesn’t boast its own unique heritage, or if the label doesn’t demonstrate that the maker is from a historic family of winemakers, then you may end up buying a cheap option. While this may be okay for some, the overall quality will be noticeably different when consumed by those that have a firmer understanding of wine.


So, unless the option isn’t available and store bought wine is the only solution; it’s always worthwhile to invest in a quality bottle from a vineyard directly, as opposed to a bulk manufactured product instead.