Muna 2022, avhareji yeAmerica yakadya ingangoita 2.86 magaloni e waini pagore. Nhamba iyi inomiririra kuderera kwe2-3 muzana kubva kumakore apfuura uye ndiyo yakaderera pamunhu wese yakanyorwa kubva muna 2015. Zvinhu zviri kukonzera kuderera uku zvinosanganisira kushandura zvido zvevatengi, nevezera diki vachifarira zvimwe zvinwiwa semidzimu kana zvisiri zvedoro sarudzo, uye kukura kwekuziva nezvehutano uye hutano.
MuEurope, maitiro acho ave akati wandei. Nyika dzakasiyana dzeEurope dzakashuma kudzikira mukunwiwa kwewaini, nedzimwe nyika dzakaita seItari neFrance dzichiona kudonha kunosvika 5-10% mumakore achangopfuura. MuItaly, vanonwa waini vanodya 8-9 malita (2.1 - 2.4 galoni) pagore. MuFrance, avhareji yega yega inonwiwa waini ndeye 9-10 litres (inenge 2.4 kusvika 2.6 galoni) uye muSpain, avhareji inosvika 6-7 malita (anenge 1.6 - 1.8 galoni pagore. Kuderera uku kunokonzerwa nezvikonzero zvakawanda, kusanganisira kuchinja kwemagariro evanhu, zvinetso zvehutano, uye kuwedzera kukwikwidzana kubva kune zvimwe zvinwiwa zvinodhaka uye zvisiri izvo zvinodhakwa.
Kukosha kweCalifornia Wine Indasitiri
Waini dzinogadzirwa muUnited States dzinoita 64 muzana yevhoriyamu uye 78 muzana yemari inowanikwa mukutengeswa kwewaini munyika. California inotungamira kugadzirwa kwewaini, ichigadzira 81 muzana yewaini yese inogadzirwa muUS neLodi ichigadzira zvikamu makumi maviri kubva muzana zvewaini yekuCalifornia, zvichiturikira zvinopfuura gumi muzana emabhodhoro ese anonwiwa muUS achibva mudunhu rino.
Zvidzidzo zvinowana kuti minda yemizambiringa yeCalifornia yakasimwa zvakanyanya uye nyanzvi dzinokurudzira kubvisa 50,000 kusvika 100,000 maeka eminda yemizambiringa kuitira kuwiriranisa kudiwa nekupa. MuLodi chete, Komisheni yeWinegrape yemuno inopa zano rekubvisa angangoita zviuru gumi nezvishanu maeka kuchengetedza hutano hwehupfumi.
Worldwide
Nyika yese iri kusangana nekudzikira kwekunwiwa kwewaini zvichikonzera kudzikiswa kwemunda wemizambiringa kwese kwese kuenzanisa mamiriro emusika. Kunyangwe nekudzikira kwekutenga waini, US inoramba iri chikamu chikuru chevatengi vewaini nehuwandu zvisinei nekudzikira kwekushandiswa kwewaini.
upfumi
Kutengeswa kwewaini yeUS kwakasvika madhora bhiriyoni zana nemakumi manomwe nenomwe muna Chivabvu 107.4, zvichiratidza maitiro akasimba ekukwira kunyangwe kuderedzwa kwehuwandu. Neraki kune vanogadzira waini uye vamwe vari mumigero yewaini yekugovera, waini inoramba iri chikamu chakakosha chemararamiro eAmerica nekuda kwekuenderera mberi kwechido uye hukama hwemweya nechinwiwa.
Marketing Target Consumers
Tichifunga nezvechokwadi chekudzikira kunwiwa kwewaini, ndedzipi nhamburiko dzekushambadzira dzinofanirwa kuitwa kutora iyo inogoneka inotarirwa misika? Tichifunga nezvenyaya yekuti ruzivo rwezvekuda kwewaini kazhinji rwakasiyana uye kusiyana kwechigadzirwa kwakaoma, mukurumbira wakakosha pakuwedzera mitengo uye huwandu hwekutengesa. Mumisika yepasirese inokwikwidza zvikuru ine vakasiyana siyana vagadziri vemabhizimusi vakatarisana nevagadziri vakuru, makambani madiki nematsva angavaka sei mukurumbira nekuonekwa kwakakwana kubata kune vangangove vatengi vakavimbika?
10 Mapoinzi: Kuwedzera Kugadzira uye Kungwara kupfuura Budget
Kudzikira kunwiwa kwewaini uye kuomarara kwekusiyaniswa kwechigadzirwa, vagadziri vadiki nevatsva vewaini vanoda kushambadzira, hukama neveruzhinji uye kuedza kwekutengesa kutora misika inodiwa uye kuvaka mukurumbira wakasimba. Heano maitiro akati wandei ekufunga nezvawo:
1. Tarisa pane Unique Selling Propositions (USPs)
-Simbisa Hunhu Hwakasiyana-siyana: Simbisa zvinhu zvinosiyana zvewaini yega yega, senge dzakasiyana siyana, kurima kwakasimba, kana hunyanzvi hwekugadzira.
-Taurira Nyaya: Gadzira inomanikidza mhando rondedzero inobatanidza manzwiro nevatengi. Govera nyaya yekwakabva, kuzvipira kune mhando, uye yakasarudzika nzira dzekugadzira.
2. Shandisa Digital Marketing uye Social Media
-Gadzira Hupo Hunobatanidzwa Pamhepo: Gadzira yepamusoro-mhando, inobata zvemukati zvesocial media mapuratifomu. Shandisa mifananidzo inoyevedza, mavhidhiyo, uye nyaya kuti ubate pfungwa.
-Shandisa Influencer Kudyidzana: Bata pamwe nevapesvedzera uye vanyori vewaini uye vatsoropodzi vanogona kusuma mabhureki kune vateveri vavo uye kukweretesa kuvimbika.
-Chengetedza Mari muKushambadzira Kwakatariswa: Shandisa kushambadzira-inotyairwa nedatha kunanga chaiwo vanhu vanofarira premium kana niche waini.
3. Kuvandudza Mutengi Zvakaitika
-Kupa Kuravira uye Zviitiko: Kubata chaiko kana mu-munhu kuravira, waini pairi, uye zviitiko zvekudzidzisa kuita nevanogona vatengi uye kugadzira zvisingakanganwike zviitiko.
-Gadzirisa Kudyidzana Kwemutengi: Shandisa data yevatengi kugadzirisa kutaurirana uye kupa kune zvaunofarira zvemunhu uye maitiro.
-Dzidzisa vashandi vechitoro chewaini kuti vanzwisise mhando uye kupa ruzivo kune vatengi.
4. Gadzira Strategic Partnerships
- Bata pamwe neVatengesi uye Maresitorendi: Kudyidzana nevemuno uye hunyanzvi vatengesi, pamwe nemaresitorendi, kuwedzera kuoneka uye kugovera. Funga nezvezvinopihwa chete kana kukwidziridzwa nevabatsiri ava.
- Bata muCross-Promotions: Shanda nemabhizinesi anoenderana, senge masangano ekusimudzira kushanya, vanogadzira chikafu chinonaka, mararamiro emararamiro, masangano evaridzi vedzimba (kureva, co-op uye condos) kugadzira pamwe chete kuedza kushambadzira.
5. Vaka Yakasimba Brand Identity
-Chengetedza muKushambadzira Kwemhando: Gadzira chiziviso chakasimba chekuona, kusanganisira logo, kurongedza, uye kunyora, inomira pachena pasherufu uye inotaura hunhu hwemhando.
- Tarisa pane Consistent Messaging: Ita shuwa kuti zvese zvekushambadzira zvinhu uye kutaurirana zvinogara zvichiratidza meseji yemhando uye chinzvimbo.
6. Shandisa mari pane Emerging Trends
-Ongorora Mafomati Asiri Echinyakare: Funga nezvemafomati ekutanga senge makeni kana sarudzo dzepamwe chete dzinoenderana nezvinodiwa nevatengi zvemazuva ano.
- Gamuchira Sustainability: Simbisa maitiro akasimba uye eco-hushamwari kurongedza, sezvo kushushikana kwezvakatipoteredza kuri kuwedzera kupesvedzera sarudzo dzevatengi.
7. Wedzera Kusiyanisa Kwechigadzirwa
-Kupa Yakaganhurirwa Edhisheni: Gadzira yakaganhurwa-edhisheni kana mwaka yewaini kugadzira buzz uye kukwezva vateresi uye vanofarira.
-Tarisa paHunhu uye Huchokwadi: Ita shuwa kuti chigadzirwa chinoenderana nemhando yepamusoro-yemhando uye nzira dzechokwadi dzekugadzira kuvaka kuvimba uye kuvimbika.
8. Shandisa Data uye Analytics
- Monitor Market Trends: Chengetedza maitiro eindastiri uye zvido zvevatengi kuti uchinje nzira dzako dzekushambadzira zvinobudirira.
- Unganidza Mutengi Feedback: Shandisa ongororo uye wongororo kuti unzwisise zvinofarirwa nevatengi uye gadzirisa zvinofambiswa nedata.
9. Isai mari muPublic Relations
-Gain Media Coverage: Tsvaga mikana yekuburitswa kwenhau muzvinyorwa zvine chekuita newaini, mablogiki, uye nhepfenyuro dzenhau kuti uwedzere kuoneka.
-Bata mumakwikwi emubairo: Pinda makwikwi ewaini uye mibairo yekuvaka kuvimbika uye kuwana kuzivikanwa.
-Taurirana zvakananga nevatengi kuburikidza neemail neakakosha zviitiko, zvirongwa, uye zvideredzwa kune vanovimbika.
10. Vatengesi vewaini Reboot
- Zvitoro zvechinyakare zvekutengesa waini zvakaramba zvisina kuchinjika kwezana ramakore, kazhinji kuronga waini nedunhu kana mazambiringa akasiyana, zvinoda kuti vatengi kusefa nemabhodhoro akawanda akafanana.
- Zvitoro zvitsva zvewaini zvichafanana nezvitoro zvemazuva ano zvemabhuku. Mumuenzaniso uyu, nepo waini iri iyo inonyanya kutariswa, pane kusimbiswa kwakasimba pakugadzira zviitiko zvinopfumisa, sekutambira kuravira kwewaini, zviitiko zvedzidzo, kana kuungana kwevanhu, sekuti zvitoro zvemabhuku zvinoratidzira macafe uye kuverenga kwevanyori.
Ramangwana reWaini Nderovasingatyi
• "Ramangwana rewaini riri mumaoko evaya vanoda kusundira miganhu uye kugamuchira shanduko." - Robert Mondavi, piyona muAmerican winemaking
• "Ramangwana rewaini richatsanangurwa neavo vanonzwisisa zvinoravira zviri kuitika zvechizvarwa chinotevera uye zviitiko zvehunyanzvi zvinoenderana navo." - Eric Asimov, waini yekuAmerica uye anotsoropodza chikafu cheNew York Times.
© Dr. Elinor Garely. Ichi chinyorwa chekopirisita, kusanganisira mapikicha, chingangodaro chichiburitswa pasina mvumo yakanyorwa kubva kumunyori
