Napa valley and community wine marketing
We are launching a series of interviews to explore the wine marketing activities of international wine organisations through three questions.
Wine region: Despite the fact that high quality wine production only started in the 1960s, it quickly gained respect in the international wine world after the legendary 1976 Paris blind tasting, where California wines outperformed some of the greatest names in French wine both in white and red.
Name: Napa Valley Vintners
Established: 1944
Members: 530 pincészet
Answers: Patsy McGaughy, CSW – Communications Director
Please tell us about a successful project of yours focusing on community wine marketing!
Our longest-running marketing program is called Auction Napa Valley. It is an annual charity auction. Since 1981, we have given back $170 million to the local community in increasing amounts each year.
Briana Marie Photography
The auction is the perfect opportunity to bring together Napa Valley winemakers, chefs, active members of the local community and wine lovers from around the world. The event is an effective way to showcase our high quality wines, our hospitality, our culinary innovation and the beautiful landscape where we live.
In addition to supporting local health care facilities and education for local children, the Napa Valley Auction is an opportunity to showcase the outstanding achievements of our wine region. This is a unique marketing opportunity for us.
If you could give one tip to a representative of an organisation like yours, what would it be?
The secret to the success of Napa Valley Vintners lies in our commitment to excellence and the collaborative spirit of our local winemakers, and in our shared belief that Napa Valley is a national treasure. It is also particularly important that we organise our marketing and promotional activities strategically. We believe that if a wine region can meet these expectations, it will be as successful as we are.
Briana Marie Photography
How is the organisation funded?
Our organisation’s budget relies on three sources. In addition to the revenue from the dues we collect from our members, it is essential that we also organize another annual auction called Premiere Napa Valley, or Premier Napa Valley, which is dedicated exclusively to the wine industry. While the Napa Valley Auction helps us support our local community, the Premier Napa Valley is designed to help cover our operating expenses. In addition, we also receive a small amount of funding from the U.S. government.
Adrienn Tóth