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- Title
Creative Marketing for a Small Wine Grape Region.
- Authors
Renquist, Stephen B.
- Abstract
A needs assessment of the Umpqua Valley wine grape industry in 2001 revealed the greatest impediment to our sustainability was a lack of coordinated marketing. By working together creatively, board members developed successful marketing strategies and effective ways to fund their strategies. After 3 years, survey data revealed that the number of visitors at participating wineries increased by 35% and wine sales increased 40% on average. Fundraising events contributed $90,000 for marketing, and seven new wineries and 11 new vineyards were established. This proves that sustainable programs can be home grown in a cooperative environment.
- Subjects
UMPQUA River Valley (Or.); OREGON; NEEDS assessment; MARKETING strategy; GRAPE industry; WINERIES
- Publication
Journal of Extension, 2007, Vol 45, Issue 6, p9
- ISSN
0022-0140
- Publication type
Article