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I wondered how do small vintners succeed in gaining shelf space and share of market.\u00a0 I asked Wayne Fieldsa, a small, family-owned Sonoma vineyard owner, who stopped bottling his own wine a few years ago and now supplies grapes to other winemakers, what it takes to succeed in today\u2019s wine market.\u00a0 He conceded that the large companies will continue to grow and acquire small wineries that have developed successful brands just as the major breweries have taken over many craft brewers around the country.\u00a0 However, he said that there still is plenty of room for wines that create a niche for themselves and a brand that is distinguishable.\u00a0 For example, he specialized in Syrah grapes and produced some award-winning varietals that helped gain\ndistribution and loyal customers.\u00a0 One only has to glance at the labels on the endless shelves at the aforementioned retailers to see there are some interesting names and designs on most of the bottles.\u00a0 Yet, there are some that continue to grow by building their brands with more than just a nice tasting room or marketing campaign.\u00a0 Much of it is due to the obsession of the winemaker to produce something unique that their customers want and will go out of their way to keep in their wine coolers at home.\u00a0 Wineries are some of the most successful CRM marketers with their wine clubs and special mailings that keep customers ordering often and in large quantities.<\/p>\n
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Finally, there are plenty of places to get lobster rolls in Maine and all of them are pretty good, but Red\u2019s Eats in Wiscasset on the Back River not far from Bath, ME, has created a brand that brings customers by the hundreds to stand in line for their lobster rolls (a pound of meat in every roll is the brand promise) and fried clams, served out of a small, food trailer right on US1 and the bridge over the river.\u00a0 Across the street is a lovely restaurant with A\/C and windows facing the river.\u00a0 On a Sunday, there\u2019s no wait for a table, but across the street the crowd at Red\u2019s is testimony to a brand that brings them in from all over and bring them back again for more.\u00a0 The list can go on and I\u2019m sure you have some small brands that have big-time loyalty near you.\u00a0 It\u2019s all proof that the important factor in a successful brand is to determine a customer need that other similar products or services don\u2019t provide or provide as well, and then communicate that value in an honest, consistent manner in everything you do.<\/p>\n