A Toast Among Friends

Russell, Lesley K.
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p14
This article describes how Saint Supéry Vineyards and Winery uses customer communications to boost growth. Based in Napa Valley, California, Saint Supéry specialized in Sauvignon Blanc and Cabernet Sauvignon wines prices $18 to $80 per bottle. Since the winery opened in 1989, it has collected consumer contact data which yielded a database of more than 35,000 consumers. The winery's database was used as a mailing list to send a quarterly newsletter, the Saint Supéry Chronicle, intended to create brand loyalty. No other communications were sent until the winery enhanced its database capabilities in 2003. The improvement was initiated by Saint Supéry CEO Michaela Rodeno in late 2002. Rodeno focused on developing the winery's direct marketing capabilities to build and retain a growing army of loyal customers for its wine brand through direct contact and follow-up. This required the building of a marketing database that would allow the winery to achieve its direct-to-consumer marketing and sales objectives. With the help from consultant Goodman Marketing Partners, Saint Supéry chose Quaero to provide it with a database marketing solution without investing on software or hardware. Investment in direct marketing capabilities proved to be profitable for the winery: direct sales increase and e-commerce sales increased by 30% and 42%, respectively.


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