Third-Party Certification – Who Gives a SIP?
 
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Third-Party Certification – Who Gives a SIP?


October 16

2024

Have you ever wondered, “Do third-party certifications appeal to consumers?

If so, you’re not alone - these questions have also crossed University of Portland’s Sam Holloway’s mind.

In this week’s Marketing Tip, learn about Holloway’s qualitative research findings and what they mean for your sustainable wine brand.


Who Gives a SIP?

Holloway (Holloway, 2024) was interested in learning how supply chain certifications:

  • Are perceived by consumers.
  • Impact purchasing decisions.
  • Impact brand loyalty.

In interviews and focus group discussions, his participants revealed that they:

  • Were more likely to trust products bearing recognized certifications.
  • Viewed certified products as offering higher value.
  • Were more willing to pay a premium for certified products.

After coding and analyzing participant transcripts, Holloway notes that certifications “enhance brand loyalty by aligning with consumers’ ethical values and beliefs.”


They Care! Do You Share?

While certified products were associated with increased brand loyalty, Holloway’s participants noted that lack of transparency could lead to skepticism and diminished trust in brands with certifications.

But there’s an easy solution: transparency and clear communication remedy these issues before they arise.

So, share your sustainable story!

  • Learn how to talk about your sustainable practices and their positive impact.
  • Use informational displays in the tasting room.
  • Apply to put the SIP Certified logo to your wine labels.

SIP Tip: Holloway’s participants also emphasized stringent standards and third-party verification as important factors that enhanced their trust.

If your vineyard and/or winery is SIP Certified, you can talk about both of these program features:

  • SIP Certified’s +120 Standards touch every level of the business from soil health to water quality and conservation, and biological diversity to social equity.
  • Every applicant receives an annual third-party inspection to verify their sustainable practices.


By sharing your sustainable story, you can connect with your guests over shared values and spread awareness of sustainable wine operations like yours that work to protect people and the planet.


Show it with the Seal

Want to put the SIP Certified seal on your wine bottles?

Any wine made with at least 85% SIP Certified fruit can apply in just three steps:

  1. Create your application.
  2. Assign an inspector.
  3. Upload your records.

SIP Tip: Even if you don’t certify your wines, you can use the Style Guide to learn how to use the logo and verbiage on your website, social media, or wherever you please!