How to Use SIP Certified in Your Marketing
In our latest training emails, we took a look at recent changes in the marketplace and consumer behavior to discuss the importance of creating a narrative around your sustainable practices and how that will drive sales in this ever-evolving marketplace.
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In the last year, it is blatantly evident that wine sales channels are dramatically shifting. With inconsistent tasting room traffic and sales, the digital space and off-premise sales are increasingly important. Consumers have a plethora of options when it comes to these channels and it is crucial to differentiate yourself. Leveraging your commitment to sustainability will not only make you stand out in a crowded marketplace but speaks to the growing trend of consumers opting for brands and products that have sustainable practices and values.
According to Food Business News, “In North America, and the U.S. particularly, sustainability has grown from a nice-to-have to a key trigger for consumers. Purposeful branding, source-of-ingredient story, and ethical manufacturing are rising in consumer-driven messaging. Often the key differentiator in a highly fragmented and crowded marketplace, sustainability is a driver of consumers’ loyalty.”
Whether consumers are finding you through organic searches, word of mouth, or are returning purchasers, it’s important to showcase your practices online. Be it through a dedicated page on your website like Castoro Cellars, or a blog post like Pisoni Vineyards, highlighting what you’re doing helps create a credible narrative that consumers can get behind. Adding the updated SIP Certified logo to your website with a link to SIP is also an effective way to encourage shoppers to learn more about your practices and the requirements for certification.
According to Wine Industry Advisor, “For summer 2020 (17 weeks ending 9/12/20), total wine grew 19.7% in off-premise channels compared to the same weeks last year.” This means that more consumers are relying on labels for information. Using the SIP Certified logo on your bottle helps convey your sustainable ethos on the aisle of the store as Food and Beverage Insights report third-party certification is increasingly important with consumers as the study states, “The idea of “responsible consumerism” is growing as Americans are turning their dollars toward companies and brands that are backed by a commitment to bettering the planet for generations to come.”
Your customer-facing staff are the front lines for consumer education and training them to speak about your sustainable actions and SIP Certified requirements with ease is essential for sales. SIP Certified offers an online training course for staff to brush up on all things SIP Certified and includes a fun quiz to test their knowledge.