Bill Hocker | Aug 9, 2021Update 8/29/21
NVR 8/29/21: For some Napa Valley wineries, virtual tastings will persist beyond the pandemic
NVR 8/9/21: Stags’ Leap jumps into the world of digital, augmented reality marketing
Paul Mabray, the online wine sales evangelist, made another presentation to the Napa County Planning Commission on 8/19/20. It is the way forward in creating a viable wine industry that doesn't depend on the environmentally and culturally destructive use of tourism as a marketing vehicle. Will the County or the wine industry listen?
NVR 4/18/20: COVID-19 could permanently reshape the business of wine in Napa Valley
This site was born out of the threat of proposed winery tourist attraction on the vineyard next to us at the very remote end of Soda Canyon Road. It was just one example the impact that tourism is having on all who live in Napa County. The basic argument of all of the articles here over the last 6 years is that tourism is bad for the maintenance of an economy based on agriculture and for the survival of a rural, small town lifestyle. Tourism development is an urbanizing process. More buildings are built for tourism venues, more workers must come to staff them, more housing and commercial buildings must be built to serve the workforce, more restaurants and hotels must be built to cater to the tourists, more road and infrastructure improvements must be made serve the increased population. If the tourism economy is successful, the urbanization will continue. At some point the need to accommodate that larger population outweighs the economic viability of agricultural land, and the fields that remain become merely landscaping to give purpose to the tourism industry. The actual wine industry moves to a more economical locale, and the authenticity of a wine making region leaves with it.
NVR 1/24/20: Napa wineries are beginning to chat up customers online
NVR 12/13/19: Amazon could disrupt direct to consumer sphere for Napa wineries
NVR 1/28/19: Winegrowers instructed on 'future-proofing' Napa wine in the digital age
From the Paul Mabray presentation to the NV Grapegrowers:
"I fundamentally believe that the only way we're going to survive as an industry is how we can help bring Napa Valley into people's homes, without them coming to Napa Valley." Hear! Hear!
PressDemocrat 2/24/19: Rely on the numbers? Respected Napa consultant thinks it’s vital for wineries to survive
Forbes 10/12/18: Wine Industry Digital Leader Paul Mabray Pulls No Punches
SVB on Wine 3/15/17: The Tough Questions Wine Clubs Face
SVB State of the Wine Industry 2019
With visitor counts falling every year for the last 4 years in Napa county Rob McMillan advises that "Your winery needs to find new growth and new consumers, and they aren't going to come from the present tasting room approach". (Chapter 9: "Sales and marketing for family wineries" beginning page 45.)
Amber forwards one website that begins to create the Napa Internet Wine Portal envisioned below: Dave Thompson's very cleanly designed site The Napa Wine Project. It is a tremendous, actually astounding, online catalog of Napa wines and their descriptions and backstories. Just the thing to begin to make the necessity of acually visiting the 770+ small wineries he has been to around the county unnecessary. (Of course transporting people to them is how Dave tries to make ends meet.)
The Napa Wine Project
Internet wine merchants:
Wine.com no doubt the largest wine e-tailer.
It is important to remember that the one purpose of the land use policies articulated in the Napa General Plan is to encourage a market for Napa grapes, not to create a tourist industry to consume Napa wine. Wine sales to tourists have major negative impacts on the character of the valley, on the lives of the people who live here and, I think, on the viability of continuing an agricultural economy. Alternatives need to be pursued.
Currently, according to to Rob McMillan's SVB statistics, 6% of Napa wine is sold via the Internet. His feeling in his presentation to the Planning Comission was that direct sales at the winery were still important because unlike books or shoes, fine wines didn't lend themselves to Internet sales - they can't be returned after they're opened. There may be hurdles, but a technique to sell high-end wine on the internet will eventually be perfected and the need for in-winery sales, which even now constitute only a small portion of the overall sales of Napa wines but have big environmental impacts, will be over. Internet sales promise greater profits to the vintners without the impacts, hence as much effort should be put into an internet portal for Napa wines as has been spent on Visit Napa Valley trying to lure more customers to its bricks and mortar outlets. We need to make sure that the rural character of the valley is not destroyed in the meantime by preventing the construction of tourist facilities which will remain even after their need to support agriculture is gone.
Each winery has its own internet site, of course, so the process works, and someone will eventually become the Zappos of wine. Which is why it is important now for a Napa-only website to be developed that can compete with a larger site when it comes. Such a site, if developed as a quasi-public company like Visit Napa Valley, would profit vintners more than might be the case in a purely private company. The site should extoll the qualities of Napa wines, the importance of the concept of the Ag Preserve to maintain that quality and the reasons that Napa wine is more than just a bottle of wine - it is a piece of winemaking history.