Janie Brooks’ forecast is blunt: Small family wineries aren’t doing well and their plight could get even worse
Janie Brooks doesn’t mince words: The pandemic could force a lot of family producers out of the wine business, and anyone who expects things to get better any time soon is going to be disappointed. She paints a picture of lost sales, consumers trading down, producers skipping vintages because they can’t sell what they’ve already made, and way too many grapes in the supply chain.
In other words, Brooks told me, everyone who isn’t a big producer — which is about 90 percent of the 10,000 wineries in the U.S. — is in big trouble.
“If you’re not at sensible price points, and that’s $25 or less, your wine just isn’t moving,” she says.
Brooks perspective is clear, sharp, and national. Not only does she run her family’s self-named, 20,000 case winery in Oregon’s Willamette Valley, but she is the board chair for Wine America, a winery trade group that includes producers across the U.S.
We talked about how consumers can help family wineries, as well the wine business’ need to do something other than market to the same old aging Baby Boomers. This is a subject Brooks is smart and passionate about. Her vision includes cross-marketing, something the wine business has mostly ignored for 20 years. In cross marketing, producers reach potential customers by sharing information with companies that make similar products; in this case, beverages like coffee and sustainable and green products.
Click here to download or stream the podcast, which is about 13 minutes long and takes up almost 9 megabytes. Quality is very good to excellent; in fact, would that my interviewing skills were up to the subject.