It is important to have balance and diversity in the sales end of the business. We feel it is a liability to focus too much on any one particular segment of wine sales. If we were to spend too much focus on one area, we stand to make poor decisions in others and make enemies with some customers. Our goal is to diversify our sales across direct consumer, fine restaurants, and fine retail. Each entity is cared for in a different, yet equal ways. We only want our wines to be with those who are as passionate about our vineyard and wines as we are. Given our small production level, we are aware that our wines will not be the perfect fit for the masses, rather a hidden gem of the wine world.

Our marketing strategy is simple: Encourage a grass roots campaign. We feel the most gratification from customers turning their friends, families, and colleagues onto our wines. While wine scores can make you super-star status over-night, we like to take the more organic or patient approach of relying on our quality product, unique story, and passionate people to spread the word. We take the pragmatic approach that our truly passionate customers will share our story with equally passionate consumers, not score or cult chasers. I have never been one to follow the crowd and I do not want my business based on those who only chase cult wines or high scoring wines. These wine consumers come and go, not having the chance to exude passion for the story and site, rather the numbers or to have bragging rights among friends.

No handcuffs or obligations. There are no commitments and customers are re-ranked at the beginning of each year based upon support. Customers are free to pass on wine for anytime or any reason, as long as they respond to our postcard for continuance. Customers who decide to opt out of the list may return in the future.

The more you give, the more you get. The more support shown, the more we reward those supporters. Some examples are free tickets to Pinnacles Wine Festival, free shipping, discounts on stays at the Inn at the Pinnacles, and much more. We are fans of win-win relationships so we strive to out-do ourselves for pampering our loyal and supportive customers.

Golf theme for our mailing list: Ace, Eagle, Birdie, Par, Mulligan, Bogey. Being avid golfers, we found it fitting to stratify our wine list with these levels, indicating that the game of golf can change at a moment’s notice, much like wine purchasing tendencies. Those with the highest score, win the most prizes. Ace (hole in one) is the group of our top ten supporters. Eagle (two shots under par) is the group of 11 to 25 top customers. Birdie (one shot under par) is the top 26 to 100 customers. Par is the group of supporters from 101 to waiting list. Mulligans can be used for those who are unable to participate in a seasonal wine offering, but hope to continue in the future. Bogeys (one shot over par) are those who we do not hear back from or opt out of the list.

Mailing list members get first access to the direct consumer market and once the wine release is over, wine is available to the general public via the web.