Last Tuesday in our Branding moment post, we mentioned that once you determine your niche, you do not have to market to everyone, or what we refer to (tongue in cheek) buttering yourself all over the Universe. Here is an example.
In the competitive wine business, it is important to stand out and find that difference. In this case it is growing grapes that are not the usual expected varieties.
Pictured above is the Palmina wine label.What makes them different among the 283 wineries in Santa Barbara County?
They planted Italian grapes. Keep in mind that our climate is similar to Italy. In order to qualify as a Chianti wine (besides being grown in Chianti) t 80% of the grapes in the bottle must be Sangiovese.
We enjoy their Sangiovese, as well as their Pinot Grigio. They also grow a Dolcetto which is from Piedmont. Although it means sweet little grape, it not sweet at all.
Pinot Gris/ or Grigio in Italian is thought to be a mutant of Pinot Noir. The grape has bluish gray color which gave its name. It originated in Burgundy, France, and is grown in Europe and in the United States. We think their Pinot Grigio is one of the best of those grown in the United States.
The majority of the vineyards in Santa Barbara county grow Cabernet Sauvignon, Pinot Noir, Chardonnay, and Sauvignon Blanc.
There also is another group of wineries known as the Rhone Rangers who grow Rhone Valley varietals, such as Grenache,Syrah, and Mourvedre, aka GSM. Like Palmina their market is focused on those who enjoy Rhone wines!
In marketing real estate, it is much easier and much simpler to stand out in some fashion or other. It is not limited to the type of real estate one sells, or the demographics/psycho-graphics one specializes in.
There are so many ways to stand out. The only limits are self-imposed. Think about it, take time to focus!