The wine industry is at a crossroads and only those who adapt and chance will be able to grow their business. By 2022 Baby Boomers will no longer be the largest wine buying cohort. Gen X will take the reins and by 2027 Millennials will be the biggest buyers.
Back in the heyday of wine country, a new winery could open a tasting room and the wine would sell itself. Today, there are just shy of 10,000 wineries in the United States and that strategy no longer works.
At Highway 29 Creative, we guide our clients as they enter the digital landscape and employ a multi-channel sales and marketing strategy. To compete, wineries are going to have to acquire customers in younger generations and the best place to do that is online.
For too long, robust technology and modern digital selling was reserved for Silicon Valley start-ups. Highway 29 Creative is on a mission to democratize digital marketing and help the industry navigate the changing world.
Don’t Just Take Our Word For It
"Your winery needs to find new growth and new consumers, and they aren’t going to come from the present tasting room approach"
— Rob McMillan, Founder Silicon Valley Bank Wine Division, State of the Wine Industry Report 2019
Meet Your New Marketing Department
Simon Solis-Cohen founded Highway 29 Creative with the mission of democratizing digital marketing for the wine industry. He noticed that the industry was slow to adapt to the changes in the generational divide and many wine brands didn’t know where to start.
His deep knowledge of the wine industry began in the tasting room at Grgich Hills Estate. Since then, he’s held multiple positions, including Wine Club Manager, Marketing Manager, and running DTC Sales.
Simon’s real-world success working in-house guides him as a digital strategy consultant. He assists wineries around the country in digital marketing, website design, social media, sales strategy, and business planning. When Simon and his agency’s team tackle projects, they always frame the solution around sales. Simon believes that “effective marketing is about more than pretty pictures. Each campaign should have a clear call to action that pushes the customer to the next step of the sales funnel.”
Simon’s mantra is to always be looking “towards the future.” He pushes clients to assess the future of their brand and the industry. The wine industry has never been more competitive, and Simon helps each of his clients boldly define and market their brand using smart, contemporary tactics.