The word “brand” is notoriously difficult to define in marketing. If we were talking about a ranch brand—the kind seared onto livestock to signify ownership—that’s easy to understand. But in marketing, a brand is not a physical thing. It’s a symbolic construct. It’s not the label on the bottle or the winery’s logo or even the product itself. Rather, it’s the entire perception a consumer holds in their mind about your company, your wine, your people, and everything you collectively represent. A brand is a conceptual identity that differentiates you from your competitors. It can be shaped by your name, your origin story, the design of your label, the personalities involved in your winery, your tasting room experience, your packaging, your email tone, your partnerships, or even how you respond to a customer complaint. All these elements come together to form the intangible yet powerful idea of your brand. It is, quite literally, eve

Ram’s Gate Winery’s Joe Nielsen Is Promoted to General Manager and Winemaker, Marking the Winery’s Continued Evolution and Pursuit of Excellence

(March 9, 2022; Sonoma, Calif.)—Michael John, Managing Owner of Sonoma’s Ram’s Gate Winery, is pleased to announce that Joe Nielsen has been promoted to General Manager and Winemaker. Nielsen, who holds […]

NielsenIQ: Off-Premise Beverage Alcohol Trends Amid U.S. Recovery Phase

September 1st – NielsenIQ’s beverage alcohol expert, Kaleigh Theriault, recently sat down with Joe Tarnowski from ECRM to discuss sales amid the COVID-19 “recovery” phase in the U.S. See below for the latest off premise beverage alcohol insights: “For the remainder of 2021, we can expect a few key trends to stick. Firstly, the movement […]